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June 2025 - June 2026
Detailed observation of presented data
The main story: nonprofit cost-per-purchase ran materially below the overall benchmark across the year, with a steady downtrend into spring and a sharp trough in May 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.
Nonprofit cost-per-purchase started at $27.92 in June 2025 and finished at $18.12 in May 2026 — a decline of about 35% from start to finish. Over the 12-month window the monthly median averaged roughly $28.00, with a high of $34.12 (December 2025) and a low of $18.12 (May 2026). The largest month-to-month dollar moves included a $5.17 drop from April to May and a $4.57 rise from November to December. On average, month-to-month swings were about $3.0, indicating notable short-term movement within the nonprofit cohort.
By contrast, the baseline cost-per-purchase (the global benchmark) averaged about $49.8 across the same months. That places nonprofit results roughly 44% below the global median over the period. The global series itself showed a more muted decline (about 14% from June 2025 to May 2026), while nonprofit moved more sharply downward.
Seasonally, nonprofit performance displayed a late-year lift into December (the peak at $34.12), followed by a pullback in early 2026 and then an accelerating decline into late spring. The December rise was one of the clearer seasonal spikes; the strongest downward stretch came from December through May, when cost-per-purchase fell almost 47% from the winter peak to the spring trough. Monthly rhythm included intermittent rebounds (e.g., November to December) but overall the cadence was a declining series into Q2.
Within broader ad metrics conversations — from Facebook Ads benchmarks to CPC trends and CPM analysis — this nonprofit series shows a distinctive seasonal bump and then an extended easing of cost-per-purchase into spring.
Framed against the global baseline, nonprofit cost-per-purchase was consistently below average. At the start (June 2025) nonprofit was about 43% lower than the baseline; by May 2026 that gap widened to roughly 57% as the nonprofit median reached its low while the global benchmark also eased. Volatility, measured as average absolute monthly change, was similar between the two series (about $3.0 monthly for nonprofits vs. $3.1 for the global benchmark), meaning nonprofit moved with comparable rhythm but at materially lower dollar levels.
This contrast highlights how industry ad performance can diverge from overall market trends even when month-to-month movement is similarly paced.
Understanding COST_PER_PURCHASE benchmarks for the Nonprofit industry across All countries available adds context to Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance conversations and country-specific ad costs — a grounded view of industry ad performance for Nonprofit in All countries available.
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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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.
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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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