Facebook Ads Cost Per Purchase Benchmarks for Entertainment

Introduction

Entertainment’s cost per purchase (CPP) ran cheaper than the market this year but with sharper swings. Across all countries, Entertainment CPP averaged $38.88 versus a $49.33 global all‑industry benchmark — roughly 21% lower overall. The category moved in a sawtooth rhythm: a soft December low, a February peak, a steep April reset, and a late‑summer rebound that nearly met global levels in September before cooling in October. Variability was the defining feature, with larger month‑to‑month moves than the broader market and several standout swings.

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 Entertainment in all countries compared to the global benchmark.

The story in the data

Entertainment CPP started at $39.33 in November 2024 and ended at $34.40 in October 2025, closing 12% below the starting point. The year’s low arrived in December at $28.45, followed by a surge to the annual high of $50.27 in February. After moderating to $47.31 in March, CPP dropped sharply to $29.69 in April (−37% month over month), then steadied around the mid‑$30s through June. July dipped again to $29.93 before a late‑summer lift to $44.37 in August and $48.83 in September, nearly matching the market, and finally cooled to $34.40 in October.

On average, the category moved about $9 per month in absolute terms — roughly 23% of its mean level — indicating elevated volatility. By comparison, the global benchmark shifted only $2.58 per month on average (about 5% of its mean). The total range for Entertainment spanned $21.82 from low to high (56% of its average), versus an $11.23 range for the benchmark (23% of its average).

Seasonal and monthly dynamics

• Late Q4 (Nov–Dec 2024) was unusually efficient for Entertainment, averaging $33.89, with December marking the annual low despite typical Q4 auction pressure.
• Q1 2025 represented the costliest stretch, averaging $46.60 and peaking in February at $50.27.
• Q2 was the trough: CPP averaged $33.82, anchored by the April reset to $29.69 and a mild recovery into the mid‑$30s.
• Q3 rebuilt momentum, averaging $41.04 as August and September climbed back into the mid‑to‑high $40s.
• Early Q4 2025 (October) cooled to $34.40, reversing September’s near‑market parity.

Country vs. Global

Across all twelve months, Entertainment CPP remained below the global all‑industry benchmark. The typical gap ranged from roughly 6% to 43% below market levels: the widest deficits appeared in December (−43%) and April (−43%), while the narrowest gap arrived in September (−0.3%), effectively matching the benchmark. On a yearlong view, Entertainment averaged $10.45 below the global CPP (−21%). Trendwise, the global benchmark inched up from November to October (+1.7%), while Entertainment declined (−12.5%) and was notably more volatile — a choppier path with pronounced dips and rebounds.

While CPC trends and CPM analysis often signal auction pressure and demand, the primary story here is conversion efficiency: Entertainment’s Facebook Ads benchmarks for cost per purchase were consistently below market, yet moved in larger arcs than the all‑industry baseline.

Closing

Understanding Facebook Ads cost‑per‑purchase benchmarks for the Entertainment industry across all countries highlights a market that is generally more efficient than the global average but markedly more volatile, with distinct Q1 highs, Q2 troughs, and a late‑summer rebound that briefly closed the gap with the broader benchmark.