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Facebook Ads Cost Per Purchase Benchmarks for Entertainment in India

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Cost Per Purchase for Entertainment in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Entertainment in India shows a markedly lower cost per purchase than the global benchmark: average 25.50 vs 48.75 (about 48% below market).
  • Volatility is extreme in India: median month-to-month absolute change ~82% vs 4.3% globally.
  • Atypical seasonality: a deep trough in December 2024 (2.83), a sharp spike in June 2025 (103.19), then a collapse to very low costs in July–August 2025.
  • Across the same months, India was below the global baseline in 7 of 8 months; June 2025 was the sole month above market (about 120% higher than global).

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

Selected data overview: Entertainment × India

  • Average and level: The average cost per purchase across available months is 25.50.
  • Highs and lows: Highest point is 103.19 in June 2025; lowest is 2.29 in July 2025. Range is 100.90, reflecting substantial swings.
  • Trend over time: From 15.76 in November 2024 to 2.48 in August 2025, the series declines 84% overall.
  • Volatility: Median month-to-month absolute change is ~82%, driven by:
  • Notable dip in December 2024 to 2.83 (−82% vs November).
  • Rapid rise through April–June, culminating in June 2025 at 103.19 (+473% vs May).
  • Sharp correction in July 2025 to 2.29 (−98% vs June), remaining low in August (2.48).
  • Seasonal notes: Instead of typical Q4 firmness, December is unusually low; costs peak in June and then fall sharply into Q3.

Comparison to the global baseline

  • Average comparison (matched months): Global baseline averages 48.75; India is 25.50 (about 48% lower, i.e., below market).
  • Highs and lows (matched months): Global peaks at 53.89 in February 2025 and bottoms at 43.19 in November 2024, a narrow 10.69 range vs India’s 100.90.
  • Trend over time: Global moves from 43.19 (November 2024) to 45.69 (August 2025), a +5.8% rise. India falls −84% over the same window.
  • Volatility: Global median month-to-month absolute change is ~4.3%, signaling stability relative to India’s 82%.
  • Relative positioning by month:
  • December 2024: India 2.83 vs global 51.53 (≈95% below).
  • June 2025: India 103.19 vs global 46.96 (≈120% above).
  • July–August 2025: India 2.29–2.48 vs global 45.69–46.21 (≈95% below).
  • Across the period, India is below average except for June’s spike.

Seasonality and timing

  • Global context: Costs are relatively steady with a modest lift around December–February and mild easing into summer.
  • India Entertainment: Atypical seasonality with a December trough, a pronounced June spike, and very low costs in early Q3.

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

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

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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