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
Across all countries, SaaS & Cloud Platforms posted a markedly higher cost per purchase than the global benchmark, with a pronounced surge in the spring, a long mid-year plateau, and a dramatic reset in November 2025. The series crested in April before easing through late summer, briefly rebounding in October, then dropping sharply to its yearly low in November. Volatility was a defining feature: swings were large and frequent compared to the global baseline’s steadier glide path. 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 SaaS & Cloud Platforms in all countries compared to the global benchmark.
Cost per purchase for SaaS & Cloud Platforms started at $120 in November 2024 and ended at $44.51 in November 2025, a 63% year-over-year decline. The series averaged $149 over the period, with a high of $214.65 in April 2025 and a low of $44.51 in November 2025. Early softness in December ($95) gave way to steady lifts through Q1 (January–March rising from $121 to $144), then a pronounced spike in April (+50% month over month). From that peak, costs cooled gradually: May ($200), June ($190), July ($183), and August ($186) held in a tight band before a September dip to $149 and an October uptick to $168. The abrupt November 2025 pullback (−74% vs. October) reset the year’s gains.
Monthly volatility was high. Absolute month-to-month moves averaged $29.9, with notable inflections in April (+$71 vs. March), September (−$36.9 vs. August), and November 2025 (−$123.5 vs. October). By contrast, the global benchmark moved just $3.45 on average per month.
Seasonally, the category built momentum from late Q4 into Q1, peaking early in Q2. The April high set the tone for an elevated mid-year run, consistent with B2B-heavy cycles that often intensify in spring. Late summer was relatively stable, followed by a September soft patch and a brief October lift. The decisive feature of the cycle was the November 2025 reset, which broke from the earlier elevated range and pulled the annual average lower despite strength through October.
Relative to the global benchmark, SaaS & Cloud Platforms ran consistently “above market.” The category’s average cost per purchase ($149) was roughly 3.1x the global average ($48). The premium ranged from 45% above global levels (November 2025) to 318% above (April 2025). Month by month, the gap typically sat between 2x and 4x: December 2024 (+91%), March 2025 (+174%), June 2025 (+294%), and October 2025 (+269%).
While the global trend was steady to slightly lower—starting at $42.73 in November 2024, peaking mildly at $53.81 in February, and easing to $30.61 by November 2025 (−28% YoY)—SaaS & Cloud Platforms were markedly more volatile, climbing sharply into April, holding elevated through October, then pivoting abruptly downward in November.
Overall, this Facebook Ads benchmarks view shows cost-per-purchase dynamics for SaaS & Cloud Platforms across all countries that are structurally higher and more variable than the global norm, with a spring peak, mid-year stability, and a late-year reset. Understanding Facebook Ads cost-per-purchase benchmarks for SaaS & Cloud Platforms in all countries helps marketers gauge country-specific ad costs and compare industry ad performance to global CPM analysis and CTR performance 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 SaaS & Cloud Platforms 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.
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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. 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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