Compare CPC benchmarks by industry, region, and campaign type.
September 2025 - August 2026
Benchmark observations based on the selected data
E-commerce cost-per-clicks ran consistently below the global benchmark over the 13-month window, with meaningful month-to-month swings and two distinct turning points: a Q4 lift into November and a dramatic mid‑summer swing between June and July 2026. 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 E-commerce in All countries available compared to the global benchmark.
Across July 2025 → July 2026, E-commerce CPCs averaged roughly $0.69, with values ranging from a low of $0.37 (July 2026) to a high of $1.02 (June 2026). The series started at $0.78 in July 2025 and finished at $0.37 a year later — a decline of about 52% from that starting point. Key monthly movements include a steady slide from July → October 2025, a sharp lift into November 2025 (+56% month-over-month), a moderate recovery through spring 2026, a peak in June 2026, then an abrupt fall of roughly 64% into July 2026. Average month-to-month absolute change was about $0.16, equal to an average swing near 21% each month — a sign of pronounced short-term variability.
Seasonality shows a familiar Q4 lift: November 2025 was a local peak for both the E-commerce series ($0.89) and the global baseline ($1.29). December moderated from that spike, and early Q1 (January–March 2026) held at lower, steadier levels. Late spring into June produced a separate high before the sharp July drop. These rhythms reflect a cycle of competitive pressure and subsequent relief rather than a flat steady-state; month-to-month momentum alternated between slow declines, rapid lifts, and abrupt rebounds.
Compared to the global baseline (average CPC ≈ $1.05), E-commerce in All countries available ran lower across every month — on average about 34% below the benchmark. The gap narrowed to its tightest margin in June 2026 (E-commerce ≈ $1.02 vs baseline ≈ $1.11; roughly 8% below) and widened to its largest in July 2026 (about 52% below). Volatility also differed: E-commerce monthly moves averaged ~21% absolute versus ~9% for the global benchmark, indicating the E-commerce series was materially more volatile.
Understanding Facebook Ads cost-per-click benchmarks for E-commerce in All countries available offers a clear picture of CPC trends, supplementary CPM analysis context, CTR performance references, and broader country-specific ad costs signals for industry ad performance comparisons.
Facebook advertising cost benchmarks
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the E-commerce industry, Facebook ad costs can be variable, with peaks during holiday seasons and in competitive product categories. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPC values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
CPC varies by region, industry, and campaign objective. Use the filters to compare benchmarks that match your campaign. The US is one of the more expensive markets.
Audience targeting, industry competition, ad relevance score, and creative performance affect CPC. Low engagement or relevance can increase CPC.
CPC can increase with more competition in your target audience, seasonal trends such as holidays, lower ad relevance scores, or algorithm changes. Check whether your audience is too narrow or your creative is showing fatigue.
Mobile CPCs often run lower than desktop CPCs because there is more mobile inventory. Segment performance by placement to see where clicks come from.
For most businesses, conversion optimization produces better ROI than CPC alone. CPC optimization can suit awareness campaigns or content promotion when clicks are the goal.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher because of purchase intent and advertiser competition. Results also depend on the audience and creative.
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