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November 2024 - November 2025
Detailed observation of presented data
Across all countries, Software Development Cost Per Purchase (CPP) moved on a dramatic arc this period: a steady climb through mid-year to a pronounced September peak, followed by a sharp reset into October and an even deeper trough in November. Compared to the global benchmark for all industries, Software Development’s CPP ran consistently lower most months, but with far bigger swings. 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 Software Development across all countries compared to the global benchmark.
Software Development CPP opened at $12.19 in November 2024 and closed at $8.05 in November 2025, a year-over-year decline of 34%. The median level over the period averaged $32.06, with a broad range from a low of $8.05 (November 2025) to a high of $57.92 (September 2025).
The climb began early: CPP more than doubled from November to December 2024 (+106%) and pushed higher through Q1 2025, rising from $23.03 in January to $34.15 in March. After a low-30s plateau in April–May, momentum accelerated: $37.61 in June, $39.71 in July, $48.60 in August, cresting at $57.92 in September. Then came two abrupt step-downs—$33.93 in October (−41% month over month) and $8.05 in November (−76%). Monthly volatility averaged $8.94, signaling sharper swings than a typical benchmark pattern.
For reference, the global all-industry benchmark averaged a higher $48.06 over the same months, with a narrower range ($30.61–$53.81) and a much lower average monthly swing of $3.45.
The rhythm was clear: a moderate Q1 (roughly $23–$34), a Q2 stall in the low $30s, and a pronounced Q3 escalation culminating in a September peak. Q4 reversed the trend. October marked a major reset, and November reached the period’s low, making late-year CPP notably softer than mid-year levels. While many markets see intensifying Q4 competition, these Facebook Ads benchmarks for Software Development show CPP easing significantly into late Q4 across all countries in this dataset.
Software Development CPP ran below the global benchmark in 12 of 13 months, averaging 33% lower across the period ($32.06 vs. $48.06). The gap narrowed meaningfully in late summer: August sat just 4% below the benchmark, and September briefly moved 17% above market ($57.92 vs. $49.50). At its widest, the industry underperformed by 71–74% (November 2024 and November 2025). The global trend rose modestly into early 2025 and eased gradually, while Software Development’s path was choppier—more lift into Q3, then a sharper late-year pullback. Overall, Software Development was more volatile than the market, with swings roughly 2.6x the global benchmark.
These Facebook Ads benchmarks for Cost Per Purchase illustrate how Software Development industry ad performance across all countries compares to the global baseline: lower average CPP, higher volatility, and a pronounced Q3 peak followed by a sharp Q4 cooldown. While this view centers on CPP, it complements CPC trends, CPM analysis, and CTR performance for a fuller read on country-specific ad costs and industry ad performance in Software Development worldwide.
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 Software Development 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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