Facebook Ads Cost Per Purchase Benchmarks in United States

Introduction

The headline in the data: Cost per purchase in the United States sat consistently above the global Facebook Ads benchmark through most of 2025, then softened into Q4 and reset sharply lower in January 2026. Across all industries, the U.S. median CPP started the year elevated, eased through midyear, faded in Q4, and then dropped by roughly half in the new year—mirroring, but slightly outpacing, the global pattern. Volatility was modest for most of 2025, punctuated by a pronounced November slide and the January step-down. 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.

The story in the data

• Starting point to ending point: The United States opened at $56.94 in January 2025 and landed at $26.23 in January 2026, a 54% decline. Globally, CPP moved from $53.15 to $25.15 (−53%).
• Highs, lows, average: The U.S. peak came in February 2025 at $58.39; the low was January 2026 at $26.23. The 13‑month U.S. average was $51.37 versus the global $49.61—about a 3.5% premium.
• Range and volatility: U.S. CPP spanned a 32‑point range over the period (58.39 to 26.23), slightly wider than the global 29.6‑point range. Month‑to‑month swings averaged $3.66 in the U.S. ($3.33 globally), but that includes the January reset. Looking at 2025 alone, average monthly movement was $2.03 in the U.S. versus $1.59 globally—somewhat choppier than the market.
• Key movements: From February’s high, CPP eased into midyear (June at $53.78), dipped to a local low in July ($51.06), then rebuilt into September ($54.95). Q4 opened at $53.84 in October before a sharp drop to $47.20 in November and a mild December rebound ($47.79). The biggest single‑month move was December to January (−$21.56).

Seasonal and monthly dynamics

Typical seasonal contours are visible. Q1 2025 was the richest period in the United States (average $56.81), reflecting strong demand and competition. Q2 and Q3 moderated (averages $54.11 and $53.33), with July marking the softest midyear month before a late‑summer lift. Q4 costs softened as holiday competition met conversion pressure: October held firm, but November saw a decisive decline, with December stabilizing just below $48. The new‑year reset was clear in January 2026 at $26.23, aligning with broader market normalization. This cadence fits common Facebook Ads benchmarks: firmer engagement costs early in the year, a midyear plateau, a Q4 squeeze, and an early‑Q1 reset.

United States vs. Global

The United States carried a modest CPP premium throughout 2025 that narrowed into Q4:

• 2025 averages: U.S. $53.47 vs. global $51.65 (+3.5%).
• Quarterly spread: +6% in Q1, +4% in Q2, +3% in Q3, and under +1% in Q4.
• Monthly gap: The widest premium appeared early (January +7%, February +7%, June +6%). The gap narrowed to near parity in November (−0.2% below market) and December (+0.4% above).
• Trend shape: From January to December 2025, U.S. CPP fell 16% versus a 10% global decline, then both markets reset more than 50% lower in January 2026. The U.S. pattern was more volatile than the global baseline but broadly synchronized.

Closing

Understanding Facebook Ads cost-per-purchase benchmarks across all industries in the United States—how they trended through 2025, softened in Q4, and reset in early 2026—helps frame country-specific ad costs and industry ad performance in context with the global market. This CPP view complements broader CPC trends, CPM analysis, and CTR performance benchmarks for a complete picture of U.S. versus global Facebook Ads benchmarks.