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July 2025 - July 2026
Detailed observation of presented data
Across the year-long window, the Philippines followed a choppier and on-average cheaper cost-per-purchase profile than the global benchmark. 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.
COST_PER_PURCHASE in the Philippines began at 29.71 in June 2025 and finished at 25.63 in June 2026, producing a 13‑month average of about 31.6. The global (baseline) average over the same period was roughly 48.2, so the Philippines trailed global levels by about 34% on average. The Philippines series ranged widely—from a low of 12.03 in December 2025 to a high of 63.39 in August 2025 (a peak that briefly exceeded the global August value of 52.24). By contrast the global series ranged from 25.50 (June 2026) to 55.54 (March 2026).
Monthly momentum in the Philippines read like a series of sharp lifts and declines. After a mild drop from June to July (–30%), cost surged in August (+206% vs July) to the year’s high, then eased through September and October. November posted another fall, with December collapsing to the year low (–57% vs November). The new year saw a strong rebound into January (+150% vs December) and a climb through March, followed by another steep retreat into April (–56% vs March) and modest stabilization into May–June.
Average month-to-month movement in the Philippines was substantial: the mean absolute monthly change was roughly 55% (absolute percent change month-to-month), indicating high volatility. The global benchmark, by comparison, showed far steadier month-to-month shifts—about 8.7% on average—underscoring how much more variable Philippines COST_PER_PURCHASE was across this period.
Rhythms are uneven rather than textbook seasonal. The Philippines showed an unusual mid-year spike (August) and a pronounced year-end trough (December), then a strong early‑Q1 rebound. In several months the Philippines diverged sharply from the typical global pattern: December’s local low contrasts with the global baseline which stayed higher, while March and August exhibited local lift moments against a steadier global rise. The final month (June 2026) is notable because the local and global values converge—25.63 in the Philippines versus 25.50 baseline—closing the gap.
Overall, the Philippines sat below the global COST_PER_PURCHASE benchmark for most months (average gap ≈ 34%). The gap was widest when local volatility produced extreme moves (e.g., Philippines peak in August was above that month’s global figure; the December trough was far below). The Philippines series was significantly more volatile than the baseline, switching between being well below and occasionally briefly above market levels before converging at the end of the window.
Understanding COST_PER_PURCHASE trends and volatility for All industries in the Philippines provides a clear lens on country-specific ad costs, CPC trends, CPM analysis context, and CTR performance contrasts when compared to global Facebook Ads 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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