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Facebook Ads Cost Per Purchase Benchmarks for Textiles in South Africa

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Cost Per Purchase for Textiles in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • This analysis looks at cost-per-purchase trends for industry Textiles and target country South Africa compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • South Africa sits well below market overall: average cost-per-purchase of 18.28 versus the global baseline around 47.82–48.67 (≈62% lower).
  • Notable seasonality differences: while the global baseline lifts in Q4–Q1, South Africa remains low in Oct–Dec 2024, then surges in March 2025 and holds elevated levels into August.
  • Volatility is high in South Africa due to a sharp jump from January to March; the global trend is steadier.
  • By August 2025, South Africa’s cost-per-purchase aligns closer to market, only about 4% below the global figure for that month.

Selected data overview (Textiles, South Africa)

  • Period covered (observations): Oct 2024, Nov, Dec, Jan 2025, Mar, Aug.
  • Average: 18.28; median: 6.90.
  • High: 43.84 (Mar 2025); low: 3.52 (Nov 2024).
  • Change from first to last observed month: 7.33 (Oct 2024) to 43.80 (Aug 2025), up about 497%.
  • Volatility and notable moves:
  • Oct → Nov: down 52% (7.33 to 3.52), the series low.
  • Nov → Jan: gradual recovery to 6.48 (+35–37% month to month).
  • Jan → Mar: step-change to 43.84 (≈6.8x higher).
  • Mar → Aug: essentially flat at 43.80.
  • Seasonality: Instead of rising in Q4, costs were unusually low through Oct–Dec. The step-change arrives in March, then stabilizes at a higher plateau into late Q3.

Comparison to the global baseline

  • Global baseline averages:
  • Overall (Oct 2024–Sep 2025): 47.82.
  • Over the same months observed in South Africa (Oct, Nov, Dec, Jan, Mar, Aug): 48.67.
  • Highs and lows over overlapping months:
  • Global high: 52.61 (Mar 2025). Global low: 43.19 (Nov 2024).
  • Even at its peak (43.84 in Mar), South Africa sits near the lower bound of the global range.
  • Relative positioning:
  • Average level: South Africa ≈62% below market.
  • By August 2025: South Africa 43.80 vs global 45.69 (≈4% below), showing convergence toward market levels.
  • Baseline seasonality: Costs typically elevate in Q4 and early Q1 (Dec–Feb hovering near low-50s), then ease into summer, reaching 45.69 in August and 32.29 by September 2025. Compared with this, South Africa deviates from the usual Q4 uplift and concentrates cost pressure in March.

Month-by-month highlights

  • Oct–Dec 2024 (South Africa): 7.33 → 3.52 → 4.74, consistently far below the global 43.19–51.53 range.
  • Jan 2025: 6.48 (still well under the global 52.31).
  • Mar 2025: 43.84, a sharp spike; still under the global 52.61.
  • Aug 2025: 43.80, steady versus March and closer to the global 45.69.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Textiles and South Africa 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 Textiles industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting South Africa, 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.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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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