Facebook Ads Cost Per Purchase Benchmarks for Retail

Introduction

Global retail’s cost-per-purchase (CPP) spent most of the past 13 months below the all‑industry benchmark, running cheaper but moving with a familiar seasonal rhythm. The series crested in January, eased through mid‑year, and then slipped to a fresh low in November 2025. Volatility was modest in dollar terms, with only a few abrupt swings, while the global all‑industry line surged into early Q1 and then broke sharply lower in late 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 Retail in All countries compared to the global benchmark.

The story in the data

Retail CPP opened at $33.39 in November 2024 and closed at $32.27 in November 2025, a slight 3% year-over-year decline. The median for the period averaged $36.4, ranging from a high of $41.51 in January 2025 to a low of $32.27 in November 2025 — a 25% swing relative to the average. Month to month, movements averaged $2.68 (about 7.3%), indicating moderate variability.

The early-year picture was the most dramatic: after a small lift into December (+4%), CPP jumped 20% in January to the period high, then retrenched 9% in February. Spring steadied with mild gains in March and April (topping out near $39.78), before softening into June’s $33.56 trough. Late summer held a tight band ($35.6–$36.5 in July–August), September dipped to $34.95, and October briefly rebounded to $37.23. The single sharpest decline arrived in November 2025 (−13% vs. October), setting the series low.

For context, the all‑industry benchmark averaged $48.1 and peaked later and higher, at $53.81 in February 2025, before sliding to $30.61 in November — a 28% year-over-year drop from November 2024.

Seasonal and monthly dynamics

Seasonality was visible but measured. Retail CPP firmed into late Q4 2024 and surged into January, then cooled through early spring. Performance stabilized through mid‑year, with a shallow summer valley, and showed a brief Q4 uptick in October before a pronounced November reset. This aligns with a familiar paid social cadence: performance typically softens through Q4 as competition rises, with engagement and conversion costs often rebounding in early Q1.

The benchmark followed a stronger seasonal arc: a pronounced lift from November through February, a steady mid‑year plateau in the mid‑to‑high $40s, and a sharper late‑Q4 downdraft.

Country vs. Global

Against the all‑industry global benchmark, retail CPP was consistently below market in 12 of 13 months, averaging 24% lower. The widest gaps appeared in December 2024 (−31%) and June 2025 (−30%). The narrowest gap was October 2025 (−18%), followed by a brief reversal in November 2025 when retail finished 5% above the benchmark as the broader market fell harder. Volatility in retail averaged $2.68 per month (7.3%), lower than the benchmark’s $3.45 (about 7.2%), meaning retail moved less in dollars but at a similar percentage pace.

Overall, the benchmark climbed +26% from November to February before easing, while retail peaked earlier in January and declined more gradually, finishing near its series low yet still above the benchmark’s November trough.

Closing

Understanding Facebook Ads cost-per-purchase benchmarks for retail across all countries helps marketers gauge country-specific ad costs and compare industry ad performance to global Facebook Ads benchmarks. While CPC trends, CPM analysis, and CTR performance shape upper- and mid‑funnel dynamics, this CPP view captures downstream conversion costs for Retail in All countries over the past year.