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

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Cost Per Purchase for Wine and Spirits in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: summary and comparison

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

  • No in-segment data points were available for Wine and Spirits in Italy during the covered months, so direct in-market vs. baseline comparisons are not possible.
  • Globally, cost-per-purchase averaged 47.73 over Sep 2024–Sep 2025, with a peak of 53.89 in Feb 2025 and a low of 32.29 in Sep 2025.
  • The global time series shows clear seasonality: a sharp rise into December and elevated costs through early Q1, followed by a gradual easing into summer and a pronounced dip in September.
  • Month-to-month volatility in the global benchmark averaged 6.4%, with the largest jump in Dec 2024 (+19.3% vs. Nov) and the steepest drop in Sep 2025 (-29.3% vs. Aug).

Scope and framing

  • Metric: cost-per-purchase (median monthly values)
  • Industry: Wine and Spirits
  • Country: Italy
  • Baseline: global benchmark across all industries and countries
  • Selected segment data: none available for this period; insights below reference the global baseline to provide context.

Global baseline trends (Sep 2024–Sep 2025)

  • Average: 47.73
  • High: 53.89 (Feb 2025)
  • Low: 32.29 (Sep 2025)
  • First vs. last month: 46.60 (Sep 2024) to 32.29 (Sep 2025), a -30.7% change
  • Range across the period: 21.60

Notable movements:

  • Oct vs. Sep: +0.2% (flat)
  • Nov vs. Oct: -7.5% (softening before the holidays)
  • Dec vs. Nov: +19.3% (typical holiday spike)
  • Jan–Feb 2025: remained elevated, peaking in February (53.89)
  • May–Jun 2025: -7.9% (mid-year easing)
  • Aug–Sep 2025: -29.3% (sharp dip to the series low)

Seasonality signals:

  • Costs typically increase in Q4 around holiday periods, with strength extending into early Q1. The global series then cools toward mid-year, consistent with many advertisers’ seasonal pacing. The abrupt September 2025 drop stands out as the largest single-month change in the period.

Positioning of Italy, Wine and Spirits vs. the market

  • Because the selected segment (Wine and Spirits in Italy) has no available observations in the provided window, we cannot determine whether it is above market, below average, or in line with overall trends. The global baseline can be used as a directional benchmark until in-segment data points are available.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Wine and Spirits and Italy 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 Wine and Spirits industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Italy, 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.

Italy Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 25Liberation Day
May 1Labour Day
Jun 2Republic Day
Aug 15Ferragosto
Nov 1All Saints' Day
Dec 8Immaculate Conception
Dec 25Christmas Day
Dec 26St. Stephen's Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.

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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