Facebook Ads Cost Per Purchase Benchmarks in United States

Introduction

Cost per Purchase (CPP) in the United States sat consistently above the global benchmark across the past 13 months, with a clear first‑half lift, midyear easing, and a pronounced Q4 compression punctuated by a November trough and a modest December rebound. The story is steady premium pricing for conversions in the U.S., more volatility than the global composite, and a late‑year divergence where the U.S. bounced while the world average continued to soften.

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 endpoint: U.S. CPP moved from $55.0 in December 2024 to $49.0 in December 2025, a 10.9% decline.
• Highs and lows: The year’s peak arrived in February at $58.51; the low hit in November at $46.48. The range spanned roughly $12, about 23% of the annual average.
• Average level: U.S. CPP averaged $53.37 for all industries.
• Momentum and swings: Month‑to‑month moves averaged $2.21, with the sharpest drop in October to November (−$6.40, about −12%), and the largest rebound in November to December (+$2.52, +5.4%).
• Rhythm: After a strong Q1 (average $56.87), CPP eased in Q2 ($53.91), stabilized in Q3 ($52.71), and compressed further in Q4 ($49.45), with November marking the cycle’s low and December staging a partial recovery.

Seasonal and monthly dynamics

The pattern tracks a familiar arc: elevated CPPs early in the year as demand holds, gradual softening through midyear, then a Q4 reset. Notably, despite typical late‑year auction intensity, CPP in the United States fell sharply in November before rebounding in December. February stood out as the yearly high, while July marked the midyear low point before a brief late‑summer lift. The stretch from August through October was comparatively balanced, followed by the November dip that reset costs to the cycle’s floor.

United States vs. Global

Across all industries, the United States carried a CPP premium versus the global benchmark every month in the period.

• Level comparison: U.S. CPP averaged $53.37 versus the global $50.74—about 5% higher on the year.
• Gap range: The premium narrowed to roughly 2–3% in August–November and widened to about 9% in December 2025. Throughout Q1, the U.S. ran 4–7% above global levels.
• Trend shape: Both markets peaked in February and trended down into Q4. From January to December, U.S. CPP declined about 14%, while the global benchmark fell roughly 15%.
• Volatility: Monthly swings were larger in the United States ($2.21 average change) than globally ($1.71), indicating about 29% higher volatility. A key divergence appeared in December: the U.S. rebounded month‑over‑month, while the global composite inched lower.

Closing

Taken together, Facebook Ads benchmarks for Cost per Purchase show the United States running consistently above the global composite for all industries, with higher volatility, a February peak, and a pronounced November trough followed by a December rebound. Understanding Cost per Purchase trends for all industries in the United States helps ground country-specific ad costs in a global context and clarifies how U.S. industry ad performance aligns with broader CPM analysis, CPC trends, and CTR performance benchmarks.