Facebook Ads Cost Per Purchase Benchmarks for Nonprofit

Introduction

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.

The story in the data

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).

Seasonal and monthly dynamics

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.

Country vs. Global

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.