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Facebook Ads Cost Per Purchase Benchmarks for Marketing & Advertising in United States

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Cost Per Purchase for Marketing & Advertising in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Marketing & Advertising in United States ran below the global baseline overall: the 12‑month average cost-per-purchase (CPP) was 42.48 versus 47.82 globally (about 11% lower).
  • Volatility was high in the United States series: average absolute month‑over‑month change was ~45%, versus ~7% for the global trend.
  • The United States series peaked in January 2025 (76.41) and bottomed in September 2025 (10.01), a wider range than the baseline (53.89 high in February 2025; 32.29 low in September 2025).
  • From October 2024 to September 2025, CPP in the United States fell 73.7% versus a 30.8% decline in the global baseline.
  • Seasonal shape: a December uptick, a sharp January peak, a second surge into June, then a steady drawdown through Q3—ending well below market in August–September.

This analysis looks at cost-per-purchase trends for industry Marketing & Advertising 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 trend overview (selected data)

  • Average: 42.48 across the last 12 months.
  • High/low: 76.41 in January 2025; 10.01 in September 2025 (range: 66.40).
  • Start/end change: 38.15 in October 2024 to 10.01 in September 2025 (−73.7%).
  • Volatility: average absolute month‑to‑month change ~45% with notable swings:
  • Spikes: +80% from December to January; +78% from May to June.
  • Drops: −66% from July to August; −56% from August to September.
  • Seasonal pattern: modest lift in December, pronounced post‑holiday peak in January, a Q2 climb culminating in June, then a Q3 decline to the yearly trough in September.

Comparison to the global baseline

  • Average: United States 42.48 vs. global 47.82 (about 11% below market).
  • High/low: United States tops out at 76.41 (Jan), 42% higher than the global peak of 53.89 (Feb); United States trough (10.01) is 69% lower than the global trough (32.29).
  • Range and stability: United States range 66.40 vs. global 21.60, underscoring materially higher dispersion in the United States series.
  • Volatility: ~45% average absolute MoM change in the United States vs. ~7% globally.
  • Month-by-month positioning:
  • Above market in 3 of 12 months (January, June, July; +44% to +56% above).
  • Below market in the remaining 9 months (often −18% to −69% below).
  • Quarter view:
  • Q4 (Oct–Dec): United States avg 36.51 vs. global 47.13 (below market).
  • Q1 (Jan–Mar): 53.18 vs. 52.94 (in line to slightly above).
  • Q2 (Apr–Jun): 47.06 vs. 49.83 (below market).
  • Q3 (Jul–Sep): 33.18 vs. 41.39 (below market).

Seasonal context and monthly highlights

  • Holiday season: Both series show a December lift; costs typically increase in Q4 around holiday periods.
  • Post‑holiday: The most pronounced spike in the United States occurs in January (+80% vs. December), outpacing the global trend, which remains comparatively stable.
  • Mid‑year: United States shows a second surge into June (73.10), well above global levels for that month.
  • Late‑year: A sharp downtrend from July to September pushes United States CPP well below the global baseline, ending at the series low.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Marketing & Advertising 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 Marketing & Advertising 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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