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 for Public Safety campaigns ran noticeably above the global benchmark for most of the period, with sharp month-to-month swings and one brief alignment in early autumn. 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 across all countries in our dataset compared to the global benchmark.
From July 2025 to March 2026, Public Safety cost-per-purchase began at about $102 in July, peaked at roughly $107 in August, then plunged to a low near $52 in September before settling at about $69 in March 2026. The nine-month median for Public Safety was approximately $77 per purchase (rounded), with a high of $107 (Aug 2025) and a low of $52 (Sep 2025). Over the same months the global baseline averaged about $51 per purchase.
Absolute gap: Public Safety averaged roughly $26 higher per purchase versus the global benchmark — about a 51% premium. Month-to-month movement was pronounced: the largest single-month decline was the Aug→Sep drop of roughly 51% (‑$55), while the biggest one-month rebound was Sep→Oct (+$30). Overall, monthly absolute swings averaged about $23 for Public Safety — large relative to the mean.
The series shows momentum: a high-cost summer (July–August), a sharp autumn correction in September, then a series of rebounds and pullbacks through Q4 and into early 2026. December and January show elevated medians again ($87 and $78 respectively), punctuated by softer February ($57) and a partial recovery in March ($69). This creates a rhythm of spike → correction → recovery rather than a steady climb or decline, producing a jagged seasonal pattern across Q3–Q1.
Baseline movement was far flatter across the same months: global medians held in the low $50s with only modest monthly shifts, so the Public Safety series reads as spikier and less steady.
Compared to the global benchmark, Public Safety was above market for most months — often substantially so. In July and August 2025 Public Safety costs were roughly 105–108% higher than the global medians (more than double). September was the narrowest gap: Public Safety sat about 1% below the global median that month. Across the sample the premium ranged from roughly −1% (Sep) to +106% (Aug). Volatility comparison underscores the contrast: Public Safety monthly swings averaged about $23 (≈30% of its mean), while the global baseline moved only about $2.5 month-to-month (≈5% of its mean), indicating Public Safety was markedly more volatile.
Understanding cost-per-purchase benchmarks for Public Safety across all countries in our dataset — and how they diverge from broader Facebook Ads benchmarks and country-specific ad costs — highlights a pattern of summer peaks, a sharp autumn correction, and a bumpy recovery into early 2026 that sets Public Safety apart from the steadier global CPM/CPC trends and CTR performance observed over the same period.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Public Safety industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. 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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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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