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Facebook Ads Cost Per Purchase Benchmarks for Consumer Goods in United States

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase for Consumer Goods in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost per purchase benchmarks: Consumer Goods in United States vs global

This analysis looks at cost per purchase trends for industry Consumer Goods and target country United States compared to the global trend. Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

  • The United States Consumer Goods median cost per purchase (CPP) averaged $53.26 from Sep 2024 to Sep 2025—11.6% above the global baseline average of $47.73, consistently “above market” in every month.
  • Clear seasonality: costs softened in November, surged in December, peaked in January, then trended down through summer. A sharp drop in September 2025 marked the period low.
  • Volatility was modest-to-elevated: average absolute month-over-month (MoM) change of 7.2% (about $3.69), above the global baseline’s 6.4% (about $2.99).

Selected data highlights (Consumer Goods, United States)

  • Average: $53.26 across 13 months.
  • High: $60.16 in January 2025; notable holiday lift in December 2024 (+16.9% MoM to $55.50).
  • Low: $34.82 in September 2025; largest single-month decline occurred then (−28.2% MoM).
  • Range: $25.34 between period high and low.
  • Trend from first to last month: fell from $53.79 (Sep 2024) to $34.82 (Sep 2025), a −35.3% change.
  • Volatility:
  • Average absolute MoM change: 7.2% (about $3.69).
  • Other notable moves:
  • November 2024: −10.8% MoM before the December surge.
  • January 2025: +8.4% MoM to period peak.

Comparison to the global baseline

  • Level: United States Consumer Goods CPP ran higher than the global baseline every month, by an average premium of $5.53 (+11.6%).
  • Highs/lows:
  • Global high: $53.89 in February 2025 (vs U.S. peak $60.16 in January).
  • Global low: $32.29 in September 2025 (vs U.S. low $34.82).
  • Trend from first to last:
  • Global decreased −30.7% (46.60 to 32.29).
  • United States decreased −35.3% (53.79 to 34.82), a steeper decline than global.
  • Volatility:
  • Global average absolute MoM change: 6.4% (about $2.99).
  • United States: 7.2% (about $3.69), indicating slightly higher month-to-month variability.

Seasonal patterns and notable movements

  • Q4 seasonality is evident: both series dipped in November and jumped in December, reflecting holiday period pricing pressures.
  • The United States peaked earlier (January) and higher than the global trend, then eased steadily through spring and summer.
  • September 2025 shows broad market softness: U.S. CPP fell −28.2% MoM to the period low; global fell −29.3% MoM to its low.

Understanding cost per purchase benchmarks on Facebook Ads in industry Consumer Goods and United States helps advertisers make more efficient budget and creative choices.

Understanding the Data

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 Consumer Goods industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting United States, advertisers often face higher costs due to high competition and purchasing power. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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