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July 2025 - July 2026
Detailed observation of presented data
The main story: cost-per-purchase (CPP) for Wellness & Holistic Health ran meaningfully above the global benchmark across the year, showing steady upward momentum punctuated by sharp monthly swings. After starting around $62.5 in June 2025, Wellness CPP climbed to roughly $81.1 by June 2026 — an increase near 30% — while the overall benchmark averaged lower and dipped sharply at the end of the period. 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 available compared to the global benchmark.
Wellness & Holistic Health had a 13-month median CPP of about $72.5, ranging from a low of $61.20 (November 2025) to a high of $81.28 (March 2026). The global baseline averaged roughly $48.2 over the same window. That places Wellness CPP about 50% above the global median on average — a persistent premium driven by several high points in Q1 and late spring.
Key monthly movements read like a momentum chart: modest lifts through summer 2025 (+~10% from June to October), a sharp drop into November (-~19% month-over-month from October to November), followed by a pronounced rebound into early 2026 (December → January rose about 30% over two months). March 2026 marked the single-month peak for Wellness ($81.28), and June 2026 held near that peak at $81.07, ending the year about 29.6% higher than it began.
Volatility measured as average absolute monthly change was roughly $5.6 for Wellness vs $4.2 for the global baseline — about 34% greater monthly swing in Wellness CPP, indicating more choppy month-to-month movement.
Seasonal rhythm shows a Q4 wobble and a Q1 and spring lift. October 2025 was a high point before the November softening; the pullback in November was notable and short-lived. Early Q1 2026 demonstrated a concentrated rebound, with peaks in January and March and sustained strength through May–June. The baseline pattern diverged in late spring when the global median collapsed in June 2026, creating an outsized spread.
Across each month Wellness & Holistic Health trailed the baseline only in absolute dollars (it was consistently above baseline CPP). The gap was narrowest in June 2025 (Wellness ~28% above baseline) and widest in May 2026 (Wellness ~75% above baseline). A baseline outlier in June 2026 magnified the apparent gap to roughly +218% that month; excluding that anomaly, the spread oscillated mainly between about +28% and +75%. In volatility terms, Wellness CPP was more volatile than the global benchmark, with sharper swings around seasonal inflection points.
Understanding Cost Per Purchase benchmarks for Wellness & Holistic Health across All countries available ties into broader Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and country-specific ad costs when evaluating industry ad performance.
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.
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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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