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October 2025 - September 2026
Benchmark observations based on the selected data
The headline: nonprofit cost-per-purchase ran materially below the global benchmark through this 13‑month window, with a pronounced late‑spring decline and a dramatic drop into July 2026. 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 in All countries available compared to the global benchmark.
Across July 2025 → July 2026, nonprofit Cost Per Purchase averaged about $27.6, starting at $27.25 in July 2025 and finishing at $11.56 in July 2026 — a roughly 58% fall year‑over‑year. The high point for nonprofits was in January 2026 at $36.31, with other peaks near $35.49 in December 2025 and $33.46 in September 2025. The low was the July 2026 trough at $11.56. By comparison the global baseline averaged roughly $47.6 over the same period, with its own high near $56.0 in March 2026 and a low of $19.69 in July 2026.
Key monthly movements for nonprofits included several upward runs through late 2025 (Aug–Sep +9%, Oct dip −16%, then Nov–Dec rallies of +13% and +12%), a January peak (+2% vs December) and a steady softening across Q1–Q2 2026 (Feb→May cumulative decline), followed by a steep July collapse of about −47% month‑over‑month. Overall, nonprofit median CPP was roughly 42% below the global benchmark on average (27.6 vs 47.6).
Seasonality shows familiar year‑end elevation and early‑year pressure: costs were relatively elevated across Nov→Jan for nonprofits, aligning with typical Q4 competition and a January plateau. Spring moved lower for nonprofits (March–May declines of ~18% and ~12% in places), and the summer rhythm culminated in a sharp July trough. The global baseline echoed some of the same seasonal beats (notably a March high), but the magnitude and timing of swings differed, with nonprofits experiencing a later and deeper summer fall.
Volatility, measured as average absolute month‑to‑month percent change, was higher for nonprofits (~14% per month) than the overall market (~11% per month), indicating choppier month‑to‑month movement in nonprofit acquisition costs.
Viewed relative to the baseline, nonprofit Cost Per Purchase stayed below average for every month in this series — at times appearing as roughly 55–75% of baseline levels, and at its narrowest gap still about 30–40% lower. The global trend showed steadier seasonal pulses and a steeper baseline collapse into July 2026 (baseline fell ~60% from July 2025 to July 2026), while nonprofit costs fell ~58% over the same span but with larger month‑to‑month swings earlier in the year.
Understanding Cost Per Purchase benchmarks for Nonprofit in All countries available supports comparisons to broader Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and country-specific ad costs within industry ad performance reporting.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Nonprofit industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPP values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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. A higher CPA can work when the margin supports it. Measure CPA 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 advertisers stay within a target CPA. It suits experienced advertisers who can monitor performance and adjust regularly. It provides more control and 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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