See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Cost per Purchase (CPP) for all industries in the Philippines ran materially below the global benchmark through 2025, but with far sharper swings. The year opened and closed at low levels, surged mid-year, and briefly cleared global costs in August before sliding back. This pattern signals a market with meaningful month-to-month volatility and a singular Q3 spike rather than a steady climb or decline. 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.
The Philippines started 2025 with a CPP of 16.84 and ended at 17.48—essentially flat (+4% from January to December). The year’s high arrived in August at 63.39, nearly 4x the January low, while the full-year average landed at 32.82 (median 32.45). The biggest month-to-month jumps occurred in April (+14.65) and especially August (+42.70 versus July), followed by sharp pullbacks in September (−27.35) and November (−20.73). On average, CPP moved 14.6 points per month, indicating a choppy market.
By contrast, global CPP averaged 51.65 in 2025 and shifted by only 1.6 points per month—a much tighter band. Globally, CPP eased from 53.15 in January to 47.62 in December (−10%), a gentle decline compared to the Philippines’ dramatic mid-year surge and Q4 comedown.
A three-act rhythm defined the Philippines in 2025:
Global seasonality was steadier: averages hovered near 52 across Q1–Q3 with a mild easing in Q4. The Philippines diverged from that pattern—less about steady competition and more about pronounced mid-year spikes and year-end troughs in country-specific ad costs.
Across 2025, the Philippines averaged 36% below global CPP (32.82 vs. 51.65). Only one month ran above market: August, at 19% higher than the global median. April narrowed the gap to near parity (2% below), while the widest discounts appeared at the bookends—January (68% below) and December (63% below). In Q4 specifically, the Philippines averaged 25.09 versus the global 49.25, a 49% discount. Overall trendlines diverged: global CPP declined steadily (−10%), while the Philippines ended flat but was roughly nine times more volatile month-to-month.
Understanding Facebook Ads Cost Per Purchase benchmarks for all industries in the Philippines highlights a year marked by low entry and exit points, a pronounced August spike, and larger swings than the global market. These Facebook Ads benchmarks help frame CPP performance in the Philippines against worldwide trends, complementing broader CPC trends, CPM analysis, and CTR performance across industry ad performance contexts.
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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Average cost per purchase benchmarks across industries
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