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Facebook Ads Cost Per Purchase Benchmarks for Entertainment in United States

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Cost Per Purchase for Entertainment in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Across the last 12 months, United States Entertainment cost-per-purchase ran below the global baseline on average (43.40 vs. 47.82, about 9% lower), indicating below‑market costs for most of the year.
  • Volatility was high in the selected series, driven by a sharp September spike. Average month‑to‑month absolute change was 32% (17% if September is excluded), vs. 7% for the baseline (5% ex‑September).
  • Seasonal shaping differs from the global pattern. While global costs are elevated in Q4 and early Q1, United States Entertainment stayed relatively moderate through Q4, then surged in late Q3 (September).
  • First‑to‑last month change diverged starkly: +357% for the selected series vs. −31% for the global baseline, underscoring a late‑period divergence.

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

Selected series overview (United States, Entertainment)

  • Average: 43.40
  • High/Low: peak in September 2025 at 138.76; trough in May 2025 at 25.13
  • Start to end: 30.34 in October 2024 to 138.76 in September 2025 (+357%)
  • Volatility: average month‑to‑month absolute change of 32% (17% excluding September’s outsized move)
  • Notable movements:
  • Q4 2024: modest levels (Oct–Dec average ~30.62), with a lift into December (32.80)
  • Q1 2025: elevated vs. Q4, peaking in January (41.70) then easing into March (31.82)
  • Q2 2025: the lowest quarter (Apr–Jun average ~28.33), hitting the annual low in May (25.13)
  • Q3 2025: July and August rose (43.97, 49.28), followed by an exceptional spike in September (138.76)

Comparison to the global baseline

  • Average positioning: selected 43.40 vs. global 47.82 (≈9% below market)
  • High/Low: global peaked in February 2025 at 53.89 and hit a low in September 2025 at 32.29
  • Stability: baseline month‑to‑month absolute change averaged 7% (4–5% excluding September’s drop)
  • Month‑by‑month relative level:
  • Below market 10 of 12 months (e.g., May −51% vs. global; April −42%; March −40%)
  • Near in line in July (−5% vs. global)
  • Above market in August (+8%) and sharply above in September (+330%)
  • Start to end: global fell from 46.67 (Oct) to 32.29 (Sep), a −31% change, while the selected series surged over the same window.

Seasonal patterns and timing

  • Global pattern: higher in Q4 and early Q1 (Oct–Feb averaging ~49–53), then easing through summer, with a pronounced dip in September.
  • United States Entertainment: comparatively subdued Q4 (≈35% below global in Oct–Dec), lowest costs in Q2, then a late‑Q3 surge culminating in September. This is a notable deviation from the typical Q4 run‑up often seen in Facebook Ads costs.

Monthly highlights

  • Lowest point: May 2025 at 25.13 (well below global 50.97)
  • Tightest gap: July 2025 (−4.8% vs. global)
  • Above market: August 2025 (+7.9% vs. global)
  • Largest divergence: September 2025 (138.76 vs. global 32.29)

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Entertainment and United States 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 United States, advertisers often face higher costs due to high competition and purchasing power. 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.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

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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