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

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 States

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Across the full period, E-commerce in the United States was consistently above market: the median cost per purchase averaged $51.28 vs. the global baseline at $47.73 (+7.4%).
  • Seasonality is clear: both series climb into the holidays, spike again in January–February, then ease through summer with a sharp drop in September.
  • Volatility is moderate and similar for both: average month-to-month movement was about $3.00 for the United States and $2.99 for the baseline.
  • From the first to the last month, the United States declined 28.7% (from $51.48 to $36.73), slightly less than the baseline’s 30.7% drop.

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

United States E-commerce: overview of the selected data

  • Average: $51.28 across Sep 2024–Sep 2025.
  • High/low: Peak at $57.03 (Feb 2025); trough at $36.73 (Sep 2025). Range: $20.30.
  • Trend: Down 28.7% from Sep 2024 ($51.48) to Sep 2025 ($36.73).
  • Volatility: Average month-to-month change of $3.00.
  • Notable moves:
  • Largest increase: Nov → Dec 2024, +$6.82 (+14.7%).
  • Largest decline: Aug → Sep 2025, −$9.68 (−20.9%).
  • Seasonality: A dip in November, a holiday lift in December, and elevated costs in January–February before a gradual moderation into summer and a pronounced September reset.

How it compares to the global baseline

  • Level: United States remained above market every month (13/13 months), averaging $3.55 higher than the baseline (+7.4%).
  • Baseline stats: Average $47.73; peak $53.89 (Feb 2025); low $32.29 (Sep 2025); range $21.60.
  • Relative highs and lows:
  • At the peak (Feb 2025), United States was $57.03 vs. baseline $53.89 (+$3.14).
  • At the trough (Sep 2025), United States was $36.73 vs. baseline $32.29 (+$4.44).
  • Volatility comparison: Nearly identical average month-to-month movement (United States $3.00 vs. baseline $2.99), indicating in-line variability.
  • Momentum: First-to-last-month decline was slightly softer in the United States (−28.7%) than globally (−30.7%), signaling a marginally firmer market.
  • Notable baseline moves for context:
  • Largest increase: Nov → Dec 2024, +$8.34 (+19.3%).
  • Largest decline: Aug → Sep 2025, −$13.40 (−29.3%).

Seasonal patterns and timing

  • Q4 effect: Costs typically increase in Q4 around holiday periods. In 2024, both series dipped in November and rebounded in December, then remained elevated through January–February (United States high at $57.03; baseline high at $53.89).
  • Mid-year cooling: From March through August, both the United States and the baseline moderated gradually.
  • September reset: Both series saw the sharpest monthly declines in September 2025, with the United States falling 20.9% and the baseline 29.3%.

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