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February 2025 - February 2026
Detailed observation of presented data
Cost per purchase in Colombia moved through the year like a rollercoaster: sharp climbs in March and June, followed by a long cool-down into December. Across all industries, Colombia’s median Facebook Ads cost per purchase averaged $44.9 in 2025, under the global benchmark of $51.7, but with far heavier swings. The year opened at $36.88 in January and closed at $10.17 in December, a 72% decline end to end, punctuated by a dramatic June spike to $177.25—the annual high. By contrast, the global series stayed contained between roughly $47 and $55 for most of the 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 Colombia compared to the global benchmark.
Colombia’s trajectory featured clear inflection points. From January’s $36.88, cost per purchase lifted to $57.04 in February and surged to $85.07 in March. That momentum broke in April ($17.91) and May ($16.31), before an extreme jump in June to $177.25—the year’s standout anomaly. The second half retraced steadily: $43.47 in July, $14.14 in August, $25.49 in September, $29.80 in October, $25.56 in November, and finally the yearly low of $10.17 in December.
Across 2025, the median averaged $44.9 with a range of $167 (from $10.17 to $177.25). Month-to-month absolute moves averaged 43.3 points, signaling a highly volatile market. For context, the global benchmark’s average month-to-month change was just 1.6 points.
Key moves:
Q1 built steadily (average $59.7), culminating in March’s elevated costs. Q2 was split: April–May saw the year’s softest stretch before the abrupt June spike pushed the quarter’s average to $70.5. Q3 cooled meaningfully (average $27.7), with August among the year’s lows. Q4 continued that softening rhythm, sliding from October to a December floor (quarter average $21.8).
The global pattern was steadier and more seasonal, easing slightly through the year: Q1 averaged $53.6, Q2 and Q3 hovered around $51.9, and Q4 dipped to $49.2. Where global performance typically softens modestly in late Q4, Colombia’s curve fell earlier and farther, with sustained lower costs from August onward.
Relative to the global benchmark, Colombia alternated between brief above-market peaks and extended below-market periods:
On the year, Colombia averaged 13% below the global cost per purchase ($44.9 vs. $51.7). The global series drifted gently lower (−10% from January to December), whereas Colombia fell sharply (−72%), underscoring both a choppier profile and a much lower year-end level. The gap versus global narrowed at moments (notably February) but widened dramatically in June and again late in the year.
These Facebook Ads benchmarks show a Colombia market for all industries marked by dramatic swings—briefly above market in March and June, then well below global levels into Q4. Understanding cost per purchase trends for all industries in Colombia within the broader context of global Facebook Ads benchmarks helps frame country-specific ad costs alongside stable global patterns, complementing wider CPC trends, CPM analysis, and CTR performance.
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 Colombia, advertisers should consider local market factors and user behavior. 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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Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform better.
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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