Compare ecommerce conversion cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The main story: cost-per-purchase in the Philippines ran materially below the global benchmark for most of the 13‑month window, but it moved with much sharper swings — a few months of outsized spikes and a dramatic trough in December 2025. 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 all industries in the Philippines compared to the global benchmark.
From July 2025 to July 2026 the Philippines’ median cost per purchase averaged about 31.4, versus a global median of roughly 47.6 — about 34% lower on average. The Philippines started at 20.69 in July 2025, hit its high of 63.39 in August 2025 and the low of 12.03 in December 2025, and closed at 27.23 in July 2026 (a net +31.6% from start to finish). That August peak (63.39) exceeded the global March peak (55.98), showing episodic pressure on cost even where average levels trailed the market.
Volatility is a defining feature: month‑to‑month absolute moves averaged ~13.5 points in the Philippines, compared with ~4.8 points globally — roughly 2.8 times more variable. The largest within‑period swing for the Philippines was the August-to-December sequence: a rapid spike to 63.39 (Aug 2025) followed by an 81% drop to 12.03 (Dec 2025). By contrast, the global series stayed in a tighter band before collapsing into a separate trough in July 2026.
Rhythm and seasonality are visible but not uniform. The Philippines showed a late‑summer surge (August 2025) and a pronounced year‑end trough (December 2025). Early 2026 (January–March) posted a rebound into the high 30s (peak 39.38 in March 2026), then a dip in April (17.51), and a stabilizing run through mid‑20s by mid‑2026. The global trend held between the mid‑40s and mid‑50s for most months, peaking in March 2026 at 55.98, then collapsing to 19.69 in July 2026 — an outsized end‑point move that narrowed the gap between markets late in the window.
Quarterly notes: Q4 2025 in the Philippines contained the lowest observed monthly value (Dec 12.03) even as the preceding months were elevated; Q1 2026 showed recovery momentum; the spring months returned intermittent volatility rather than a smooth seasonal slope.
Relative framing: the Philippines trailed the global benchmark by 34% on average, but the gap ranged widely month to month. The narrowest gap occurred in October 2025 when Philippines cost per purchase was ~12.7% below the global level (45.66 vs 52.31). The widest gap was December 2025, when the Philippines was roughly 76% below the global median (12.03 vs 49.78). Two months stand out where Philippine costs ran above global: August 2025 (+21.5%) and July 2026 (+38.3%), underscoring that lower annual averages coexist with intermittent above‑market pressure. Overall, the Philippines series was more volatile and episodic compared with the smoother global pattern.
This data-driven summary of cost-per-purchase benchmarks highlights how all‑industry ad costs in the Philippines moved relative to global norms across the July 2025–July 2026 window. For teams tracking Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance and country-specific ad costs, these figures illuminate how industry ad performance in the Philippines diverged from global patterns. Understanding cost-per-purchase fluctuations for all industries in the Philippines provides a grounded view of market dynamics against global benchmarks.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Philippines, advertisers should consider local market factors and user behavior. 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.
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Late November (Black Friday/Cyber Monday), December (Christmas and Rizal Day), June–August (Independence Day and National Heroes Day), Chinese New Year (January) and Eid observances
CPM and CPC may rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel. Retail campaigns face more competition and higher CPMs in late November–December. Long weekends may reduce weekday ad inventory while increasing media consumption for weekend awareness campaigns.
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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