See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
August 2025 - August 2026
Detailed observation of presented 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.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Philippines, 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.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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 might rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel categories. Late November–December retail campaigns see strong competition and elevated CPMs. Long weekend holidays could reduce weekday ad inventory while weekend awareness campaigns benefit from higher media consumption.
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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