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Facebook Ads Cost Per Purchase Benchmarks for Public Safety in Denmark

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Cost Per Purchase for Public Safety in Denmark

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry Public Safety and target country Denmark compared to the global trend, based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Public Safety in Denmark is well above market: the average cost-per-purchase from January–April 2025 is about 2,011.7, versus a global baseline of 52.6 over the same months (~38x higher).
  • Volatility is elevated in Denmark: average month-to-month movement is ~34% versus ~2.5% globally.
  • The selected series peaked in March (2,457.9) after a February dip (1,531.5), then eased in April (2,043.7). Globally, costs were comparatively stable and slightly down from January to April.
  • Baseline seasonality shows a December lift (51.5 vs. 43.2 in November) and a pronounced low toward September (32.3), while Denmark’s Public Safety data shows an in-quarter spike in March.

Scope and data context

  • Metric: cost-per-purchase (median by month).
  • Selected segment: Public Safety in Denmark (DK).
  • Baseline: global aggregate.
  • Period analyzed for direct comparison: January–April 2025.

Public Safety in Denmark: trend summary

  • Average: 2,011.7; Median: 2,028.7.
  • High/Low: High in March at 2,457.9; Low in February at 1,531.5.
  • First-to-last change (Jan to Apr): +1.5%.
  • Month-to-month shifts:
  • Jan → Feb: −23.9%.
  • Feb → Mar: +60.5% (notable spike).
  • Mar → Apr: −16.9% (partial normalization).
  • Volatility: average absolute month-to-month change ≈ 33.8%, indicating a choppy Q1–Q2 pattern with a pronounced March surge.

Global baseline: trend summary

  • Average (Jan–Apr): 52.6.
  • High/Low (Jan–Apr): High in February at 53.9; Low in April at 51.6.
  • First-to-last change (Jan to Apr): −1.4%.
  • Month-to-month shifts:
  • Jan → Feb: +3.0%.
  • Feb → Mar: −2.4%.
  • Mar → Apr: −2.0%.
  • Volatility: average absolute month-to-month change ≈ 2.5%, indicating relative stability.
  • Broader seasonality context (baseline): December rises vs. November (51.5 vs. 43.2), and there is a low point later in the year (September at 32.3).

Relative positioning vs. global

  • Overall level: Denmark’s Public Safety cost-per-purchase is significantly above market, averaging ~38x the global baseline in January–April.
  • By month: ~38.5x (Jan), ~28.4x (Feb), ~46.7x (Mar), ~39.6x (Apr).
  • Pattern: While the global series is steady to slightly down, Denmark shows pronounced intra-quarter volatility with a March spike well above its own average.

Seasonality and signals

  • Selected data (Denmark, Public Safety): A clear intra-quarter peak in March surrounded by a February dip and an April pullback.
  • Global context: A December uptick suggests holiday pressure in Q4; a steady softening into late summer culminates in a September low.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Public Safety and Denmark helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting Denmark, 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Denmark Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 17Maundy Thursday
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
May 29Ascension Day
Jun 8Whit Sunday
Jun 9Whit Monday
Dec 25Christmas Day
Dec 26Second Day of Christmas

Key Shopping Season

Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day

Potential Advertising Impact

CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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