Facebook Ads Cost Per Purchase Benchmarks

Introduction

The global story for Facebook Ads cost per purchase over the past 13 months is a climb-then-cool pattern: a pronounced run-up into early 2025, a mid-year easing, and a sharper-than-usual pullback into late Q4. Median cost per purchase averaged 49.74 across all industries and all countries, peaking at 54.53 in February before sliding to a low of 42.06 by November. Month-to-month volatility averaged 2.57, with standout swings in December (+7.44) and November (−6.08). 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 across all countries compared to the global benchmark.

Section 1: The story in the data

The series opened at 43.10 in November 2024 and closed at 42.06 in November 2025, a modest 2.4% decline year over year. The first three months showed clear lift: November to December jumped 17% to 50.54, followed by steady gains to the February high of 54.53 (+26.5% from November). From there, costs cooled: March slipped to 52.97, April to 52.03, and June to 49.21. July marked a local trough at 47.79 before an August rebound to 51.24 (+7.2% month over month). The final stretch softened: September held at 50.72, October eased to 48.14, and November fell sharply to the series low of 42.06 (−12.6% vs. October).

Across the period, the range spanned 12.46 points, or roughly 25% of the average, signaling meaningful but manageable variability. H1 2025 (January–June) averaged 52.17, while the July–November run averaged 47.99, an 8% step-down that framed the back half of the year as more efficient for purchases.

Section 2: Seasonal and monthly dynamics

The shape of the year followed a familiar cadence with some late-year twists. A strong late Q4 to early Q1 climb set the tone, culminating in a February high. Spring introduced a consistent easing that continued into early summer, interrupted by an August bounce. The final months typically tighten as competition rises; however, this series showed a counter-move with a notable October dip and an even steeper November decline, marking the lowest point of the year.

Section 3: Country vs. Global

Because this view aggregates all industries across all countries, it represents the global benchmark itself. As a result, the selected series is identical to the baseline: the gap versus global remained 0% each month. The global trend line rose into February, then retraced steadily through mid-year and accelerated downward in October–November. From the February high to November, cost per purchase declined 22.9%, underscoring how the back half of 2025 diverged from the early-year highs.

Closing

This global view of Facebook Ads benchmarks for cost per purchase—covering all industries across all countries—highlights a year defined by an early peak, mid-year stabilization, and a pronounced late-year pullback. Understanding cost-per-purchase dynamics within broader CPC trends, CPM analysis, and CTR performance provides a clear frame for comparing industry ad performance and country-specific ad costs to global patterns.