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February 2025 - February 2026
Detailed observation of presented data
Across all countries, the Nonprofit sector’s Facebook Ads cost per purchase (CPP) consistently sat well below the global benchmark, with a measured climb through 2025 and a sharp reset at the start of 2026. The year’s story features a spring peak, a brief midsummer dip, a steady Q4, and then an unusually steep January drop that widened the gap to the market again. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Nonprofit across all countries compared to the global benchmark.
Nonprofit CPP began 2025 at $25.75 and ended the year at $30.49, an 18% increase. The category peaked at $31.40 in May, with a second high at $30.93 in September. The 2025 low came in July at $25.45. Across all of 2025, Nonprofit CPP averaged $28.18, ranging from $25.45–$31.40. Including January 2026’s reset ($11.24), the full-period average lands at $26.87, with an overall range of $11.24–$31.40.
Month-to-month movement was moderate for most of 2025, punctuated by a few decisive swings: +$4.17 from April to May, −$4.95 in July, +$3.22 in September, and +$3.01 in December. Average monthly absolute change measured $2.29 in 2025, rising to $3.71 when the January 2026 step-down is included. That final month produced the sharpest move of the series (−$19.26), a notable outlier in an otherwise steady year.
By contrast, the global benchmark averaged $49.56 in 2025 (vs. Nonprofit’s $28.18) and $49.61 across the full period. The market’s month-to-month changes were slightly smoother during 2025 (average absolute change of $1.59), but it also experienced a large January 2026 pullback (−$22.47), lifting full-period volatility to $3.33.
The Nonprofit CPP trend built pace from Q1 into Q2: quarterly averages progressed from $26.54 (Q1) to a yearly high of $29.67 (Q2). A midsummer soft patch centered on July pulled Q3 to $28.03 before stabilizing at $28.46 in Q4, with December among the category’s stronger months. The rhythm suggests a spring lift, a brief summer ebb, and firm year-end performance, followed by a pronounced reset in January 2026.
The global pattern moved differently: market CPP eased from Q1 ($53.61) toward Q4 ($49.25), then fell sharply in January 2026 to $25.15. So while the market drifted lower through 2025, Nonprofit trended mildly higher.
Nonprofit CPP sat far below market levels throughout the period—about 43% lower than global in 2025 and 46% lower across the full series. The gap typically ranged 40–53% below the global median. It narrowed notably in Q4, with December just 36% below the market ($30.49 vs. $47.62). It widened again in January 2026, when Nonprofit’s $11.24 was 55% under the global $25.15. Trend momentum also diverged: the global benchmark slipped roughly 10% from January to December 2025, while Nonprofit rose 18% over the same span, before both segments reset lower in January.
In sum, Facebook Ads benchmarks show Nonprofit cost-per-purchase across all countries running at roughly half the global level, with a spring peak, stable Q4, and a sharp January reset. Understanding CPP trends within industry ad performance helps contextualize country-specific ad costs against the broader market and compare Nonprofit outcomes to global patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Nonprofit industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.
Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.
Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.
Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.
Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.
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