Facebook Ads Cost Per Purchase Benchmarks for Wellness & Holistic Health

Introduction

The headline story: Wellness & Holistic Health purchase costs ran consistently above the market and grew more expensive through the year, with a pronounced late‑summer peak and sharper month‑to‑month swings than the global all‑industry benchmark. The category started modest in late 2024, climbed through Q1, cooled briefly in April, then pushed to a high in September before easing in October—still well above baseline.

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 across all countries compared to the global benchmark.

The story in the data

Cost per purchase (CPP) for Wellness & Holistic Health opened at $49 in November 2024 and ended at $69 in October 2025—an increase of roughly 39%. The category averaged $65.6 over the 12 months, ranging from a low of $49.5 in November to a high of $74.5 in September, a $25 swing.

Key movements defined the arc:

• A strong lift into the new year: +$8.6 from November to December, then another +$9.6 into January.
• A spring pullback: −$5.2 from March to April.
• A late‑summer surge: +$6.2 in August, culminating in the September high.
• An autumn cool‑off: −$5.8 from September to October, though levels remained elevated.

Volatility was notable. Monthly absolute moves averaged $4.73, outpacing the global all‑industry benchmark’s $2.58 and signaling a choppier ride for this category.

For context, the global benchmark averaged $49.3 over the same period, with a narrower range—from $42.6 (November) to $53.8 (February)—and a flatter end‑to‑end change (+~2%).

Seasonal and monthly dynamics

The category showed a clear rhythm:

• Late 2024 set a lower base ($49–$58) before a sharp Q1 climb into the high $60s and low $70s.
• April marked a reset, followed by a steadier May–July band around the mid‑$60s.
• Late Q3 delivered the year’s high in September ($74.5), consistent with broader auction intensity that often builds toward fall.
• October softened to $68.7, easing off the peak yet holding well above earlier months.

In contrast, the all‑industry benchmark crested early (February) and then generally drifted down through the summer and fall.

Country vs. Global

Across all countries, Wellness & Holistic Health CPP sat above market every month. The premium widened over time:

• Narrowest gap: +16% in November and December.
• Midyear spread: roughly +30% to +36% from March through July.
• Widest gap: +52% in September and +59% in October.

Trendlines diverged as the year progressed. The global all‑industry benchmark rose into February and then eased, finishing nearly flat from November to October (+~2%). Wellness & Holistic Health climbed more persistently (+39%) with nearly double the month‑to‑month turbulence. By half‑year comparison, Wellness averaged $66.9 in H1 2025 and $69.6 in H2, while the global benchmark softened from $51.6 to $47.5.

Closing

Taken together, these Facebook Ads benchmarks show cost‑per‑purchase for Wellness & Holistic Health running higher and more volatile than the global all‑industry norm, with a pronounced late‑summer peak and a still‑elevated October. Understanding cost per purchase benchmarks for Wellness & Holistic Health across all countries helps advertisers interpret country‑specific ad costs and compare industry ad performance to global patterns alongside broader CPC trends, CPM analysis, and CTR performance.