Facebook Ads Insights Tool

Facebook Ads Cost Per Purchase Benchmarks for E-commerce in United Kingdom

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

Cost Per Purchase for E-commerce in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: summary and comparison

  • Overall, Great Britain E-commerce runs below market. The selected average cost per purchase is 43.59 versus the global baseline at 47.82 (−8.9%).
  • Seasonal shape differs from the global pattern. The baseline climbs sharply in December–February, while Great Britain shows a milder Q4, a spring peak in April, a summer lift in August, and a sharp dip in September.
  • Volatility is higher in the selected series. Average month-to-month change is 6.76 (vs. 3.25 globally), driven by a large September drop.
  • From October to September, selected costs fell 70% (46.62 to 13.77), compared with a 31% decline in the baseline (46.67 to 32.29).

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

Selected trend highlights (Great Britain, E-commerce)

  • Average: 43.59 across Oct 2024–Sep 2025.
  • High and low: Peak at 52.23 in April; low at 13.77 in September (range: 38.46).
  • Direction: −70% from October (46.62) to September (13.77).
  • Volatility: Average absolute month-to-month change of 6.76; through August the typical change averaged about 3.79 before the September dip.
  • Notable movements:
  • Q4 2024: Stable around mid-40s (46.62 → 44.78 → 46.80).
  • Early 2025: Lift into March–April (48.86 → 52.23) then easing in May–June (48.50 → 42.61).
  • August uptick to 50.18 followed by a pronounced September drop to 13.77.

Comparison with the global baseline

  • Averages: Selected 43.59 vs. baseline 47.82 (below market by 8.9%).
  • Peaks/lows: Selected peak 52.23 (Apr) is slightly below the baseline high 53.89 (Feb). Selected low 13.77 (Sep) is well below the baseline low 32.29 (Sep).
  • Volatility: Selected month-to-month change 6.76 vs. 3.25 in the baseline; selected range 38.46 vs. baseline 21.60.
  • Seasonal patterns:
  • Q4: Selected average 46.07 vs. baseline 47.13 (slightly below global).
  • Q1: Selected average 44.25 vs. baseline 52.94 (notably below global seasonality, which typically peaks in Dec–Feb).
  • September: Selected 13.77 vs. baseline 32.29, marking the largest divergence of the year.
  • Relative positioning by month: Selected is above market in November (+3.7%), April (+1.3%), and August (+9.8%); below market in the other nine months.

Seasonality and patterns to note

  • The global trend shows elevated costs in December through February, consistent with holiday and post-holiday demand periods.
  • Great Britain E-commerce mirrors only part of that seasonality: costs remained moderate in late Q4, crested in April, rose again in August, and then fell sharply in September.

Understanding COST_PER_PURCHASE benchmarks on Facebook Ads in industry E-commerce and Great Britain 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. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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 Kingdom Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 22nd January (Scotland)
Apr 18Good Friday
Apr 21Easter Monday
May 5Early May Bank Holiday
May 26Spring Bank Holiday
Aug 25Summer Bank Holiday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions

Potential Advertising Impact

CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.

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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