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
Wellness & Holistic Health purchases have been consistently more expensive than the global, all‑industry norm, climbing into a late‑summer high before a sharp Q4 correction. Across all countries, Cost Per Purchase (CPP) in this category averaged $64 over the past 13 months, about one‑third higher than the global benchmark. Momentum built through Q1, cooled in Q2, accelerated again in Q3, and then reset hard in November — a pattern that was more volatile than the overall market.
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 Wellness & Holistic Health in all countries compared to the global benchmark.
The period opens at $49.72 in November 2024 and ends at $47.11 in November 2025, a modest 5% year‑over‑year decline despite sizable mid‑year swings. The annual average landed at $64, ranging from a low of $47 (November 2025) to a peak of $74.15 (September 2025).
Key movements formed a clear arc:
Volatility averaged $6.16 month‑to‑month, or roughly a 9.6% swing per month — a choppier cadence than the broader market.
The category displayed a familiar rhythm: early‑year strength, mid‑year consolidation, and a late‑summer apex. Q1 built steadily (December and January outperformed November), Q2 moderated with smaller month‑to‑month changes, and Q3 delivered the top of the curve, with September as the high watermark above $74. The fourth quarter softened, with October easing and November marking the trough. This late‑year easing aligns with broader seasonal pressures where competition and shifting consumer behavior reshape conversion costs.
Against the global, all‑industry benchmark (average $48), Wellness & Holistic Health remained above market every month by 16–55%. The gap was narrowest in November–December 2024 (about +16%) and widest in October 2025 (+55%). While the global trend rose gently into February (peak $53.81) and then tapered — culminating in a sharp November 2025 low of $30.61 — Wellness & Holistic Health climbed higher into Q3 before a steeper November reset. Average monthly swings were also larger in Wellness: $6.16 (9.6%) versus $3.45 (7.3%) globally. Over the full window, global CPP fell 28%, compared to a 5% decline in Wellness, underscoring a higher cost level but steadier year‑over‑year footing for the category.
In summary, Facebook Ads benchmarks for cost per purchase show Wellness & Holistic Health across all countries running about 34% above the global average, with a Q3 peak and a pronounced November trough. Understanding CPP trends for Wellness & Holistic Health across all countries helps situate industry ad performance against global patterns and provides a clear read on country‑agnostic, category‑level ad costs.
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 Wellness & Holistic Health 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app