See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
The headline for cost efficiency is clear: across all industries in the United States, Facebook Ads cost per purchase ran consistently above the global benchmark but followed a similar rhythm—lifting sharply into late Q4, peaking in Q1, easing through summer, and resetting hard in November. Volatility was modestly higher than the market, with a pronounced step-down at the end of the period. 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 all industries in the United States compared to the global benchmark.
United States cost per purchase started at $44.12 in November 2024, surged 20% to $53.10 in December, and reached its high at $57.49 in February 2025. From there, costs gradually cooled, holding in the low $50s through September, softening to $47.40 in October, and then dropping sharply to the yearly low of $31.65 in November 2025. Across the 13 months, the United States averaged $50.46, ranging from $31.65 to $57.49.
Month-to-month movement averaged $3.73, with the largest swings concentrated at the bookends: +$8.98 from November to December 2024, and −$15.75 from October to November 2025 (a 33% decline). Q1 stood out as the priciest quarter: January–March averaged $55.97, roughly 15% higher than the rest of the year. The midyear stretch was steadier: July bottomed near $49.67, followed by a mild late-summer rebound to $51.98 in September before the Q4 reset.
Seasonality was pronounced. Costs lifted into late Q4 (December) and stayed elevated through Q1, signaling stronger purchase-side pricing dynamics during peak demand. Spring and early summer normalized into a tighter band around the low $50s, suggesting more predictable conversion costs. Late summer showed a modest uptick, then October softened, and November delivered the lowest cost per purchase of the year—aligning with typical Q4 dynamics where heightened conversion rates can compress purchase costs even as competition rises.
Relative to the global benchmark, the United States maintained a steady premium. The global average cost per purchase over the same period was $48.06 versus $50.46 in the United States—about 5% higher on average. The premium held every month, ranging from roughly +2% to +8%. The narrowest gap appeared in August (+2.3%), while June marked the widest (+7.9%). Directionally, the two series moved in lockstep: the global line rose into Q1, eased through midyear, and also hit its low in November 2025 at $30.61. Volatility was slightly lower globally, with an average monthly swing of $3.45 (about 8% less choppy than the United States). Year over year in November, both markets contracted by about 28%, underscoring a broad-based end-of-year reset.
These Facebook Ads benchmarks highlight cost per purchase trends for all industries in the United States: a Q4-to-Q1 lift, a steady midyear, and a sharp November reset, all running modestly above global levels. Understanding cost per purchase patterns and country-specific ad costs helps frame CPM analysis, CPC trends, and CTR performance within a clear, comparative context for all industries in the United States.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
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.
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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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.
Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)
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.
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.
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.
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.
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.
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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