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Facebook Ads Cost Per Purchase Benchmarks for Nonprofit in South Africa

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Cost Per Purchase for Nonprofit in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost-per-purchase for Nonprofit in South Africa

This analysis looks at cost-per-purchase trends for the Nonprofit industry in South Africa compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Across April–August 2025, Nonprofit in South Africa averaged a median cost-per-purchase of 63.25, about 31% above the global baseline for the same months (48.28).
  • Volatility was high locally: average month-to-month absolute change was 33.98 vs. 1.47 in the baseline—about 23x more volatile.
  • The period started at 38.06 (April) and ended at 28.73 (August), a -24.5% decline; the global baseline fell -11.4% over the same window.
  • Seasonal context from the global series shows higher costs in Q4 and early Q1, easing into summer, with a notable dip in September.

Nonprofit in South Africa: April–August 2025

  • Average: 63.25
  • High: 101.36 (June)
  • Low: 28.73 (August)
  • Range: 72.62
  • Change from first to last month: -24.5% (38.06 to 28.73)
  • Month-to-month moves:
  • April → May: +77.3% (38.06 to 67.51)
  • May → June: +50.1% (67.51 to 101.36)
  • June → July: -20.5% (101.36 to 80.60)
  • July → August: -64.4% (80.60 to 28.73)
  • Notable dynamics: a sharp surge peaking in June, followed by a steep two-month pullback to a period low in August.

Global baseline (same months: April–August 2025)

  • Average: 48.28
  • High: 51.57 (April)
  • Low: 45.69 (August)
  • Range: 5.88
  • Change from first to last month: -11.4% (51.57 to 45.69)
  • Month-to-month moves were modest and steady, indicating a stable market backdrop.

Head-to-head comparison (South Africa vs. global)

  • April: 38.06 vs. 51.57 (26% below market)
  • May: 67.51 vs. 50.97 (33% above market)
  • June: 101.36 vs. 46.96 (116% above market)
  • July: 80.60 vs. 46.21 (74% above market)
  • August: 28.73 vs. 45.69 (37% below market)

Summary of positioning:

  • Overall level: above market on average.
  • Peaks: well above market (June peak nearly 2x the global peak for the window).
  • Lows: below market in April and August, reflecting pronounced swings rather than consistently elevated costs.
  • Volatility: substantially higher than the global benchmark.

Seasonal context from the global trend

  • The broader global series (Sep 2024–Sep 2025) shows costs typically rising in Q4 and early Q1 (peaking around February), then easing through mid-year, with a sharp drop in September.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Nonprofit and South Africa helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting South Africa, advertisers should consider local market factors and user behavior. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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