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February 2025 - February 2026
Detailed observation of presented data
Software Development’s Facebook Ads cost-per-purchase (CPP) told a two-act story across all countries in 2025: it started far below the market, then climbed quickly through Q3, briefly trading above the global benchmark before easing and finishing the year elevated. The year was notably more volatile than the broader market, with sharp month-to-month moves and standout peaks in September and December. 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 the year at $23 in January and closed at $52 in December, a 127% increase from start to finish. The annual average landed around $39, with a wide range from a $23 low (January) to a $59 high (September).
Momentum built steadily after a soft Q1: $23 in January rose to $32 in February and $34 in March. Q2 settled into the low-to-mid $30s (April $33, May $30, June $38) before a decisive run-up in Q3. July reached $40, August $49, and September peaked at $59. A sharp October pullback to $39 was the steepest monthly swing of the year (down $19 from September), followed by a brief trough in November ($37) and a strong December rebound to $52. On average, month-to-month absolute changes ran about $7.4, indicating a choppier pattern than the market.
Half-year splits underscore the shift: H1 averaged roughly $32, while H2 averaged about $46—an estimated 44% step-up, with the Q3 surge doing most of the heavy lifting.
The year followed a recognizable rhythm: softer engagement costs early, strengthening into mid-year, then mixed signals into holiday months. Q1 was the trough for Software Development CPP, Q2 was a gradual build, and Q3 was the turning point with consecutive gains culminating in September’s high. Q4 typically brings greater competition in auctions, and the data reflected a complex picture: a sharp October correction, a quieter November, and a December lift that brought CPP back near its late-summer levels.
Relative to the global Facebook Ads benchmarks across all industries, Software Development’s CPP was materially lower for most of 2025. The industry averaged about $39 versus a global average near $52—roughly 25% below market. Monthly gaps narrowed as the year progressed:
Volatility was the other key differentiator. The global benchmark moved about $1.6 on average month-to-month in 2025, with a modest drift from the mid-$50s in Q1–Q3 to the high-$40s in Q4. In contrast, Software Development’s month-to-month changes averaged $7.4 with several outsized swings, including the September peak and the October drop. The global series also shows a notable dip entering 2026 (January 2026 at ~$25), while the Software Development series ends 2025 on a higher plateau.
In short, Facebook Ads cost-per-purchase benchmarks for the Software Development industry across all countries show a year of catch-up and compression versus the market: a low-cost Q1, strong mid-year climb, and mixed but elevated Q4. This CPP trend—lower than the global average overall but occasionally above it—offers a clear read on acquisition costs for industry ad performance relative to global patterns. Understanding cost-per-purchase dynamics alongside CPC trends, CPM analysis, and CTR performance helps frame country-agnostic, industry-specific ad costs for Software Development against the broader benchmark.
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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