Facebook Ads Insights Tool

Facebook Ads Cost Per Purchase Benchmarks for E-commerce

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

Cost Per Purchase for E-commerce

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per purchase trends

This analysis looks at cost per purchase trends for industry E-commerce and target country All countries available compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Overall, E-commerce across all countries ran below market: average cost per purchase was 44.24 versus the global baseline’s 47.82 (about 7.5% lower).
  • Seasonal pattern: the global baseline showed a pronounced Q4 spike (Nov→Dec), while E-commerce across all countries had a muted Q4 and instead peaked in Q1 (Jan–Feb).
  • Volatility was moderate and similar in both series, with average month-to-month moves near 7%. The sharpest decline occurred in September for both.
  • From the first to the last month, costs fell 27.1% in E-commerce and 30.8% globally, underscoring a broad late-summer to early-fall pullback.

Selected data (E-commerce, All countries): trend summary

  • Average: 44.24; High: 50.38 (Feb 2025); Low: 33.03 (Sep 2025); Range: 17.36.
  • First-to-last change: 45.31 (Oct 2024) to 33.03 (Sep 2025), down 27.1%.
  • Notable moves:
  • Biggest monthly increase: +15.5% from Dec 2024 (42.38) to Jan 2025 (48.96), continuing to the peak in Feb (50.38).
  • Biggest monthly drop: −19.8% from Aug (41.16) to Sep (33.03).
  • Seasonality:
  • Q4 remained relatively contained (Oct–Dec averaging 42.25), with no pronounced December spike.
  • Costs rose into Q1, peaking in February.
  • Gradual easing through late spring and summer, then a pronounced dip in September.

Baseline (global): trend summary

  • Average: 47.82; High: 53.89 (Feb 2025); Low: 32.29 (Sep 2025).
  • First-to-last change: 46.67 (Oct 2024) to 32.29 (Sep 2025), down 30.8%.
  • Notable moves:
  • Sharp Q4 lift: +19.3% from Nov to Dec (43.19 → 51.53).
  • Largest monthly decline: −29.3% from Aug to Sep (45.69 → 32.29).

How E-commerce compares to the global baseline

  • Level: E-commerce across all countries was consistently below average, with a 7.5% lower mean cost per purchase (44.24 vs. 47.82). The E-commerce peak (50.38 in Feb) also sat below the global peak (53.89), and the E-commerce trough (33.03 in Sep) was slightly above the global low (32.29).
  • Seasonality: Compared to the global pattern, E-commerce showed a muted Q4. Instead, the series built into Q1 with a February high, aligning with the global timing of the peak but at a lower level. Both series eased through mid-year and dropped notably in September.
  • Volatility: Month-to-month volatility was broadly in line with overall trends (average ~7% for both). However, the baseline experienced a steeper single-month drop in September (−29.3%) than E-commerce (−19.8%).

Understanding cost per purchase benchmarks on Facebook Ads in industry E-commerce and All countries available 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 E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. 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.

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.

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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