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February 2025 - February 2026
Detailed observation of presented data
The global Wine and Spirits market carried a consistently higher cost per purchase than the overall Facebook Ads benchmark, with sharp midyear swings and a dramatic year-end plot twist. Across all countries, Wine and Spirits averaged $58.15 per purchase over the 13-month window, a 17% premium to the global, all-industry average of $49.61. The category peaked early (March), sank to its low in December, then surged in January 2026 even as the broader market fell. Volatility was pronounced, with large month-to-month shifts and several standout reversals.
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 Wine and Spirits in all countries compared to the global benchmark.
Wine and Spirits opened 2025 at $63.37 and ended January 2026 at $76.55, a 21% lift from start to end. The year’s high came early at $71.28 in March, while the low arrived in December at $38.67 — a 46% slide from the March peak. The category’s 2025 average landed at $56.62, with a total-period average of $58.15.
Key movements:
Volatility was elevated: the average absolute month-to-month move was $14.7, over four times the global benchmark’s $3.3.
The category leaned high in Q1 (averaging $67.63), cooled in Q2 ($51.52), and steadied in Q3 ($53.23) with an August spike. Q4 averaged $54.09, pulled down by the December trough despite a firm October–November. The rhythm resembled a classic early-year strength, midyear softness, and a choppy holiday period — followed by a distinctive January 2026 surge unique to this category.
By contrast, the global market stayed comparatively even through 2025, then softened in Q4 and fell sharply in January 2026.
Across all countries, Wine and Spirits finished above the global benchmark in 9 of 13 months. The category’s premium averaged 17% for the period, widening and narrowing throughout the year:
Throughout 2025, the category remained consistently higher than market in Q1 (+26% on average), dipped below in early summer, and regained an above-market stance in late Q3 and November. The final month of 2025 (December) was 19% below global, before the dramatic January reversal.
Facebook Ads cost-per-purchase benchmarks for the Wine and Spirits industry across all countries show a premium to the global market, marked by early-year strength, midyear softness, and a late-year dip preceding a sharp January rebound. These global, country-aggregated CPP trends help situate Wine and Spirits industry ad performance against the broader benchmark.
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 Wine and Spirits industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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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