Facebook Ads Cost Per Purchase Benchmarks for Wine and Spirits in Colombia

Facebook Ads cost-per-purchase benchmarks: monthly trends and global context

This analysis looks at cost-per-purchase trends for industry Wine and Spirits 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

• Data availability: No monthly observations are available for Wine and Spirits in Colombia during the period provided, so a direct comparison to the global baseline cannot be computed.
• Global level: The global baseline averages 47.82 over the last 12 months, with a high of 53.89 in February 2025 and a low of 32.29 in September 2025.
• Momentum: From October 2024 (46.67) to September 2025 (32.29), the baseline fell 30.8%, driven by a steep September dip.
• Volatility: Average month-to-month absolute movement is 3.25 points (about 6.97%); the largest swings were a +19.29% jump in December and a -29.33% drop in September.
• Seasonality: The baseline shows a December surge and elevated Q1 levels, followed by gradual cooling into summer and a sharp September reset.

Coverage for Wine and Spirits in Colombia

No selected_data points were available for Wine and Spirits in Colombia across the months analyzed. As a result, relative positioning—such as “above market,” “below average,” or “in line with overall trends”—cannot be determined for this segment. The global baseline below serves as the closest directional benchmark.

Global baseline trends for cost per purchase

• Average: 47.82
• High: 53.89 (February 2025)
• Low: 32.29 (September 2025)
• First vs. last month: 46.67 (October 2024) to 32.29 (September 2025), a decline of 30.8%

Notable movements:

• December 2024: +19.29% month over month, rebounding from a softer November.
• February 2025: Peak at 53.89, capping a broadly elevated Q1 period.
• September 2025: -29.33% month over month, the sharpest decline of the year and the period low.

Seasonality and volatility

• Seasonal pattern: Costs typically firm in late Q4, with December rising from November levels, and remain elevated into Q1 (January–February). From spring onward, the baseline eases gradually, then resets notably in September.
• Volatility: Month-to-month absolute changes averaged 3.25 points (6.97%). Most months saw modest shifts of 1–3 points, punctuated by the December spike and the pronounced September drop.

Baseline comparison perspective

• Without Colombia Wine and Spirits data, a direct “above market” or “below market” read is not available.
• As a directional guide, the global market spent most of the year in the mid-to-low 50s during Q4–Q1, drifted toward the mid-40s in early summer, and ended at 32.29 in September.

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