Facebook Ads Cost Per Purchase Benchmarks for Gaming

Introduction

Globally, Gaming’s cost per purchase moved through two distinct acts: an extended stretch of bargain-level costs through mid‑year, then a sharp upswing into Q4 that broke from the broader market. For most months, Gaming cleared purchases at materially lower costs than the global benchmark, before flipping dramatically higher in November. Volatility was the other headline—bigger swings, faster turns, and a much wider range than the market overall.

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 the Gaming industry across all countries compared to the global benchmark.

The story in the data

Gaming CPP opened at 20.74 in November 2024 and closed at 83.88 in November 2025—roughly a 4x rise across the period. The year’s low arrived in July (10.45), and the high landed in November (83.88), creating a 73-point range. The median monthly level averaged 34.6.

The path between those endpoints was choppy. After a soft Q4–Q1 (Nov–Jan: 20.74 → 18.81), February nearly doubled January (+99%), only to fall back in March (−29%) and rebound in April (+45%). A mid‑year slide culminated in July’s trough (−58% from June), followed by a whiplash jump in August to 49.39—up 373% month over month—and a near‑flat September (−0.7%). October pulled back to 39.94 (−18.6%), then November spiked 110% to the annual peak.

Volatility averaged 14.0 points in absolute month‑to‑month moves—roughly four times the global benchmark’s 3.5—underscoring how turbulent Gaming’s acquisition costs were across all countries.

Seasonal and monthly dynamics

The first half of the period reads as a low-cost phase, with CPP subdued from November through June and bottoming in July. Late Q3 was a pronounced high-cost pocket (August–September near 49), moderating into October before an atypical November surge. In contrast with common year‑end dynamics where competition intensifies and performance can bifurcate, Gaming’s CPP peaked in November, while the broader market softened.

Country vs. Global

Relative to the global Facebook Ads benchmarks, Gaming’s CPP averaged 28% below market (34.6 vs. 48.1). It stayed below the benchmark in 12 of 13 months, reached near parity in August–September (2% and 1% below), and then inverted in November—83.88 vs. 30.61, or 174% above the market. The gap was widest in July (Gaming 78% below) and narrowest in September (1% below).

Trend lines diverged as well: the global benchmark eased from 42.73 in November 2024 to 30.61 by November 2025 (−28%), while Gaming rose from 20.74 to 83.88 (+304%). The benchmark’s range was tighter (about 23 points, high in February at 53.81 and low in November at 30.61), reflecting a steadier market backdrop compared to Gaming’s amplified swings.

Closing

In short, Facebook Ads cost‑per‑purchase benchmarks for the Gaming industry across all countries show a low-cost first half, a volatile late‑summer lift, and a decisive year‑end spike that diverged from global patterns. These CPP trends offer a clear view of country‑agnostic, industry ad performance and how Gaming’s country‑specific ad costs stack up against the worldwide benchmark.