See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Public Safety’s cost-per-purchase ran hot and choppy across all countries, sitting well above the global benchmark for most of the year and swinging through dramatic highs and lows. The category opened at an elevated level, corrected steeply into late winter, rallied in March, then eased through summer before a sharp September trough and an October rebound. Despite that rebound, the series ended far below its initial level, signaling a year defined by volatility more than steady improvement.
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 Public Safety in all countries compared to the global benchmark.
Across the observed months (Nov 2024 to Oct 2025), Public Safety’s median cost per purchase averaged $125.80, with a high of $283.94 in November 2024 and a low of $27.65 in September 2025 — a wide $256 spread. The series began at $283.94 in November and closed at $107.87 in October, a 62% decline from start to finish.
Key movements punctuate the year:
Measured across reported intervals, absolute volatility averaged roughly $54.70 per month (about 68% relative to the prior reading), highlighting pronounced swings compared to the market baseline.
The rhythm resembles an acute post-holiday correction into February, a late-Q1 rebound, and a gradual midyear easing typical of lighter conversion periods. The late-summer to early-fall pattern broke form: a deep September trough followed by a swift October rebound, indicating a brief, outsized disruption rather than a gentle Q4 drift. Missing datapoints in December and April do not change the overall profile: a high-and-falling arc with intermittent spikes.
Against the global benchmark for all industries, which averaged $49.51 over the same November–October window (ranging from $42.73 in November to $53.81 in February), Public Safety’s cross-country CPP was consistently elevated. The category ran above market in 9 of 10 observed months. The gap was narrowest in February, when Public Safety sat 27% above the benchmark, and widest in November 2024, when it was 6.6x higher (+564%). September was the lone underperformance, coming in 44% below the global median before snapping back in October to 2.4x the market.
Trajectory also diverged: the global benchmark crept modestly higher across the period (+7% from November to October) with small, orderly month-to-month shifts (about $2.40 on average), while Public Safety fell 62% end-to-end with far larger step-changes (about $54.70), underscoring a more volatile path.
These Facebook Ads benchmarks for cost per purchase show Public Safety across all countries carrying higher and more variable conversion costs versus the global baseline. While CPC trends, CPM analysis, and CTR performance provide useful context, CPP pinpoints the bottom-line cost of outcomes. Understanding cost-per-purchase benchmarks for the Public Safety industry across all countries helps advertisers evaluate country-specific ad costs, track industry ad performance, and compare results to global patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Public Safety industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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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