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
Across all industries in the United States, cost per purchase tracked a familiar rise-and-cool pattern: a steep lift into the winter peak, a controlled easing through summer, and an abrupt October reset that brought the metric back near where it began. Compared to the global benchmark, the United States ran consistently higher and slightly more volatile, with the widest divergence surfacing mid-year. 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.
Over the 12-month window, cost per purchase in the United States averaged $51.83, ranging from a low of $44.07 in November 2024 to a high of $57.61 in February 2025. The period opened at $44.07 and closed at $44.98 in October 2025—effectively a round trip (+2% vs. November). The steepest monthly jump came from November to December (+$9.16), while the sharpest pullback landed in October (−$6.38 month over month).
Momentum was strongest from late Q4 into Q1: December ($53.24), January ($55.95), and February’s peak ($57.61) represented a 31% rise from November’s trough. From there, costs eased in a steady staircase: March ($54.43) and April ($53.33) softened into early summer (June at $51.99), reaching a local floor in July ($49.80), followed by a light August–September rebound ($51.57 and $51.36) before the October reset.
Volatility in the United States averaged a $2.75 absolute move month to month—about 5% of the series average—showing slightly sharper swings than the global benchmark’s $2.58.
The rhythm was classic for Facebook Ads benchmarks: a year-end lift that carried decisively into Q1, followed by gradual deflation across spring and summer. Quarterly averages illustrate the cadence: Q1 2025 led at $56.00, then stepped down to $52.97 in Q2 and $50.91 in Q3. October, the first month of Q4, reset to $44.99—near last November’s low—after a two-month stretch of mild stability. Last year’s Q4 spike (November to December) underlines how country-specific ad costs can pivot quickly around peak shopping periods.
Against the global benchmark (average $49.33), the United States ran about 5% higher overall. Both markets peaked in February, but the United States stayed above market every month. The relative gap tightened and widened through the year: at its narrowest in August, the United States sat roughly 2% above global levels; the widest spread came in June at about 8% above. Quarterly comparisons echo this pattern: the United States outpaced the world by about 6% in Q1, 5% in Q2, and 4% in Q3—still above average, but with a narrowing premium as the year progressed.
In sum, Facebook Ads benchmarks for cost per purchase across all industries in the United States show a winter peak, a measured mid-year cooling, and a late-year reset, with the market running consistently above the global average and displaying slightly higher volatility. This country-specific view of industry ad performance helps frame CPP trends for the United States against the broader global pattern.
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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