Facebook Ads Cost Per Purchase Benchmarks for E-commerce

Introduction

Across all countries, E-commerce Cost per Purchase (CPP) ran consistently leaner than the global, all-industry benchmark, but with sharper swings and a pronounced second-half cooldown. The year opened with a classic December cost surge, eased into January, then climbed again to an April peak before slipping steadily through October to the period low. The story is one of two crests—holiday and spring—followed by a six‑month slide that left E-commerce CPP materially below the market in late Q3 and early Q4.

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 E-commerce across all countries compared to the global benchmark.

The story in the data

E-commerce CPP started at $44.08 in November, jumped to $52.77 in December, cooled to $45.57 in January, and rose again to a cycle high of $53.77 in April. From that April peak, CPP eased each month to $41.59 in October—the period low—marking a 23% retreat from peak to trough and a 6% decline from the November starting point.

Over the 12-month window, E-commerce CPP averaged $46.78, spanning a $12.19 range ($41.59–$53.77). Month-to-month volatility averaged $3.73, with the sharpest movements bookending the holiday peak: +$8.69 from November to December, then −$7.20 into January. The late-year descent was smoother, with small, steady steps downward (−$0.25 from July to August; −$0.47 from September to October).

The global benchmark averaged a higher $49.33, with a narrower $11.23 range and gentler month-to-month variability (average move: $2.58). Its high landed in February ($53.84), with a notable August rebound ($50.45) before an October soft patch ($43.33).

Seasonal and monthly dynamics

Seasonality is clear. December brought elevated costs for E-commerce across all countries, followed by a January reset. A spring run-up culminated in April—the period’s high—before CPP drifted lower across Q3 into October. The six-month stretch from April to October was notably consistent: every month ticked down, with only minor month-to-month deviations.

The global benchmark traced a different rhythm. It climbed through early Q1, leveled in late Q1 and Q2, rebounded in August, and then slid into October. The August divergence is striking: while the global all-industry average lifted back to $50.45, E-commerce across all countries held at a much lower $43.61, reinforcing a softer demand-cost environment for purchase conversions in E-commerce during late summer.

Country vs. Global

Relative to the global benchmark, E-commerce CPP ran about 5% lower on average ($46.78 vs. $49.33). E-commerce briefly priced above market in November (+3%), December (+5%), and April (+4%), but trailed in all other months—especially in late Q3. The gap was narrowest in the mid-to-high single digits (3–4%) during November, May, June, and October, and widest in August–September, when E-commerce was 13–14% below the global all-industry level.

Trend lines also diverged. The global benchmark ended roughly flat to slightly higher versus November (+2%), while E-commerce across all countries finished lower (−6% from November to October) and showed greater variability (average monthly move $3.73 vs. $2.58 globally).

Closing

This Facebook Ads benchmarks review focuses on Cost Per Purchase for E-commerce across all countries. While CPC trends, CPM analysis, and CTR performance add context to country-specific ad costs, the CPP lens shows E-commerce running below the global all-industry market on average, with pronounced December and April highs and a prolonged, orderly decline into October. Understanding Cost Per Purchase benchmarks for E-commerce across all countries helps advertisers compare industry ad performance to global patterns over the past year.