Facebook Ads Cost Per Purchase Benchmarks

Introduction

Across all industries and all countries, Facebook Ads Cost Per Purchase (CPP) moved through a clear seasonal arc over the last 12 months: a holiday-fueled run-up, a Q1 peak, and a mid-year easing before a sharp slide into October. The global median CPP averaged $49.33, ranging from a low of $42.61 in November to a high of $53.84 in February. Month-to-month volatility averaged $2.58, with the biggest swings landing in December (+$7.43 from November) and October (−$5.66 from September). 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 all industries in all countries compared to the global benchmark.

The story in the data

The 12-month window opens in November at $42.61, then jumps 17% to $50.04 in December. Momentum carries into Q1: January prints $52.12 and February peaks at $53.84, up 26% from November’s trough. From that high, CPP eases but stays elevated through spring—$52.47 in March, $51.61 in April, and $51.27 in May—before a sharper correction into early summer at $48.12 in June and $47.15 in July (down 12% from the February peak).

A brief rebound arrives in August at $50.45 (+7% vs. July), softening to $48.99 in September, then breaking lower in October to $43.33, the second-lowest month in the period and 12% under the annual average. Overall, the range spans $11.23 between the high and low, roughly 23% of the full-year average—enough to feel meaningful without being erratic. End-to-end, the series edges up 1.7% from November to October, a nearly flat net change after a year of pronounced seasonality.

Seasonal and monthly dynamics

Seasonality is pronounced. Q4 is mixed: a subdued November, a pronounced December surge, and then an October retrenchment as budgets and auction dynamics reset ahead of the holiday stretch. Q1 remains the high-water mark, with the January–February–March average at approximately $52.81—about 7% above the full-year median. Spring softens gradually, and early summer offers the lowest sustained period, with June–July–August averaging $48.57. August brings a modest uptick, often coinciding with late-summer retail moments, before a September dip and October low re-establish the year’s floor.

Country vs. Global

Because this view aggregates all industries across all countries, it is the global benchmark. The gap to “global” is, by definition, zero in every month, and volatility perfectly mirrors the worldwide pattern. For marketers interpreting country-specific ad costs or industry ad performance, this line represents the reference pace against which local or vertical deviations can be measured—steady in average terms ($49.33), peaking in February ($53.84), and softest in November–October ($42.61–$43.33).

Closing

This global read of Facebook Ads benchmarks for Cost Per Purchase shows a clear pattern: holiday lift, Q1 peak, mid-year relief, and an October pullback—all within a moderate volatility band. Understanding Facebook Ads Cost Per Purchase trends for all industries across all countries helps teams situate country-specific ad costs and industry ad performance within the broader CPM analysis, CPC trends, and CTR performance context, and compare outcomes to global patterns.