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January 2025 - January 2026
Detailed observation of presented data
Wellness & Holistic Health ran consistently above market on Facebook Ads cost-per-purchase throughout 2025, but with a choppier rhythm than the global benchmark. Costs started near $70 in January, softened into midyear, then surged sharply across late summer before correcting into year-end. The category averaged $70.52 across all countries, roughly 37% higher than the $51.40 global benchmark. The gap was narrowest early in the year and widest in early Q4, with volatility peaking in the November reset. 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.
Cost per purchase (CPP) opened at $69.90 in January and closed at $64.94 in December, a 7% year-over-year decline. The year’s high was September at $80.18, followed by October at $79.41. The low came in December at $64.94. The annual average settled at $70.52, with a median month around $69.10. Only four months cleared the annual average (March, August, September, October), underscoring how concentrated the year’s premium clustered around late summer and early fall.
Month-to-month movements were pronounced. Average absolute change was $3.94, versus $1.77 for the global baseline—more than double the volatility. The steepest single move was a $11.10 drop from October to November, accounting for roughly one-quarter of all monthly movement in the year. Other notable shifts included the August lift (+$6.40) and September surge (+$7.30), which together set the year’s peak.
The category tracked a gentle first-half easing: Q1 averaged $69.41 and Q2 slipped to $68.60, bottoming in July at $66.47. Momentum then flipped in Q3, which averaged $73.18, powered by a strong August–September build. Q4 was split: October stayed elevated near the peak before a sharp correction in November and a further softening into December. By contrast, the broader market drifted steadily lower quarter by quarter, typical of rising auction pressure and shifting conversion dynamics through the year.
Relative to the global benchmark for all industries, Wellness & Holistic Health across all countries carried a persistent premium. The category averaged 37% above market for CPP, with the month-to-month gap ranging from +23% in February (the narrowest) to just over +51% in October (the widest). The distance widened notably in the back half: Q3 ran about 41% above global averages, and even December—the global low at $45.08—closed at $64.94 for Wellness, still 44% higher.
Trend lines diverged as well. The global benchmark fell 15% from January to December, a steadier slide versus the category’s -7% finish and midyear spike. In short: Wellness & Holistic Health was more expensive and more volatile than the global composite, with the year’s story defined by a late-summer surge and a decisive November pullback.
Understanding Facebook Ads cost-per-purchase benchmarks for Wellness & Holistic Health across all countries helps marketers interpret country-specific ad costs, compare industry ad performance, and contextualize CPP alongside broader Facebook Ads benchmarks, CPC trends, CPM analysis, and CTR 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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