See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
SaaS & Cloud Platforms ran hot in 2025 on Facebook Ads benchmarks for Cost per Purchase, posting costs far above the global market and moving with sharper ups and downs. The year opened relatively lean, surged in spring, cooled through late summer, then climbed into November before a year-end reset. Across all countries, the category averaged $168 per purchase versus a global median of $51 — roughly 3.3x the baseline — with the widest premium in April and the narrowest in February. Volatility was a defining feature: month-to-month swings averaged about $22.8, compared to just $1.8 globally.
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 across all countries compared to the global benchmark.
The year started at $124.24 in January and ended at $136.66 in December, a modest +10% rise over twelve months. The real story sits between those endpoints. March accelerated to $142.33 before an April peak at $218.28, the annual high. From there, costs eased: May ($199.53) and June ($194.11) held elevated, followed by a glide into late summer — July ($182.46) and August ($180.15) — and a firmer correction in September ($155.20), the category’s late-year low. A Q4 rebound appeared in October ($175.70) and November ($189.93) before December retreated to $136.66.
On average, Cost per Purchase was $168.34 across the year, ranging from a low of $121.45 in February to the April high, a spread of roughly $97. Monthly movement was choppy: the largest single lift came in March→April (+$76), and the sharpest pullback landed in November→December (−$53).
Quarter by quarter, the category ran:
Seasonality skewed to a spring inflection. Performance lifted across Q1 and crested in April, then decelerated through late summer. September marked the year’s relative trough following a steady unwind from the peak. Q4 showed a classic two-step: renewed intensity in October–November followed by a December cooldown as the year closed.
Against typical paid social rhythms — where costs often rise with Q4 competition — this series showed a different cadence: the major cost pressure sat earlier in the year, and the most pronounced month-over-month drop arrived in December.
Compared to the global benchmark, SaaS & Cloud Platforms operated consistently above market. The category averaged $168 versus the global $51, a gap of about $117. Every month ran above the baseline by 2.2x to 4.2x: the narrowest difference in February (+122% vs. global) and the widest in April (+317%). While the global trend was steady-to-soft (−12% from January to December), SaaS & Cloud Platforms rose overall (+10%) but with far greater volatility — about 13x the monthly swing of the global series.
In sum, Facebook Ads Cost per Purchase benchmarks for SaaS & Cloud Platforms across all countries show a spring surge, late-summer easing, and a mixed Q4, with costs consistently multiple times higher than the global market. Understanding these industry ad performance patterns helps contextualize country-specific ad costs, CPC trends, CPM analysis, and CTR performance against broader global benchmarks for the SaaS & Cloud Platforms category.
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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