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Facebook Ads Cost Per Purchase Benchmarks for Retail in Colombia

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase for Retail in Colombia

October 2024 - October 2025

Insights

Detailed observation of presented data

This analysis looks at cost-per-purchase trends for industry Retail and target country Colombia compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Across the months available, Retail in Colombia is consistently below market: the average cost-per-purchase is 16.70 versus the global baseline’s 49.49 over the same months—around 66% lower.
  • Seasonal pattern is clear: costs climb in Q4 (peaking in December), drop sharply in January, soften through March, and rebound by July. The global baseline also rises into late Q4/Q1 but stays elevated longer.
  • Volatility is modest in absolute terms (average month-to-month move of about 2.62), yet higher relative to its level than the baseline (16% vs 7% of average).
  • From the first observed month (Oct 2024) to the last (Jul 2025), costs eased 2.8% in Colombia, compared with a 1.0% decline in the global baseline over the same start/end points.

Selected time series overview

  • Average across observed months: 16.70
  • High: 20.85 in Dec 2024; Low: 12.75 in Mar 2025 (range 8.10; ~1.64x spread)
  • Q4 trend: Oct 17.45 → Nov 20.36 → Dec 20.85 (Q4 average 19.55)
  • Q1 softening: Jan 15.04 → Feb 13.47 → Mar 12.75 (Q1 average 13.75; -29.7% vs Q4)
  • Rebound: Jul 16.95 (+33% vs Mar)
  • Largest month-to-month changes:
  • Decline: -27.9% from Dec to Jan
  • Uptick: +16.7% from Oct to Nov; +32.9% from Mar to Jul (across a gap)
  • First-to-last change: -2.8% (Oct to Jul)

Comparison to the global baseline

  • Baseline average (same months): 49.49; overall baseline (Oct 2024–Sep 2025): 47.82
  • Baseline high in the shared window: 53.89 in Feb 2025; low: 43.19 in Nov 2024
  • Month-to-month volatility (same months): ~3.64 on average (about 7% of its mean)
  • Seasonal shape:
  • Q4: 46.67 (Oct) → 43.19 (Nov) → 51.53 (Dec)
  • Q1 remains elevated: 52.31 (Jan) → 53.89 (Feb) → 52.61 (Mar)
  • Jul eases to 46.21
  • Relative positioning by month (Colombia vs baseline): consistently below market, ranging from ~53% lower (Nov) to ~76% lower (Mar). December is ~59% lower; February ~75% lower.
  • First-to-last change (Oct to Jul): -1.0%

Seasonality and patterns

  • Both series show holiday-related elevation, with the baseline peaking from December through February—consistent with rising costs in late Q4 and early Q1.
  • Colombia’s Retail costs drop more sharply after the holidays (Dec → Jan) than the global trend and recover by July, while the global baseline remains higher into Q1 before easing.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Retail and Colombia helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Retail industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Colombia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Mar 24Saint Joseph's Day
Apr 17Maundy Thursday
Apr 18Good Friday
May 1Labour Day
Jun 2Ascension Day
Jun 23Corpus Christi
Jun 30Sacred Heart of Jesus
Jul 20Independence Day
Aug 7Battle of Boyacá
Aug 18Assumption of Mary
Oct 13Columbus Day
Nov 3All Saints' Day
Nov 17Independence of Cartagena
Dec 8Immaculate Conception
Dec 25Christmas Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)

Potential Advertising Impact

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.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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