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February 2025 - February 2026
Detailed observation of presented data
The Gaming industry’s Cost Per Purchase on Facebook Ads ran well below the global benchmark through 2025, then broke pattern with a sharp upswing in January 2026. Across all countries, Gaming averaged $33 in 2025 versus a $51.7 global median, with only brief moments near parity before a dramatic spike to $145.9 in January 2026. The year reads as a tale of low-cost acquisition punctuated by mid-year and Q4 surges, followed by an extraordinary start to 2026. 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 Gaming across all countries compared to the global benchmark.
Gaming started 2025 at $19.81 per purchase and ended December at $24.27, a 22% lift across the year. The 2025 low landed in July at $12.10, while the 2025 high came in November at $49.06. The all-period peak arrived in January 2026 at $145.89. For the full 13-month window, Gaming averaged $41.6; within calendar 2025 alone, the average was markedly lower at $33.0.
Momentum swung sharply at times. The steepest jump came in August (+$35.09 from July, +290%), followed by another lift into September ($44.11). The biggest drop hit from November to December (−$24.79, −51%). Month-to-month volatility averaged $22.7 across the full window; excluding the outsized January 2026 move, 2025’s average monthly swing was $13.7—still decidedly choppier than the global benchmark.
The year opened soft, with Q1–Q2 hovering in the $20–$40 range. Costs hit a trough in July, then rallied through late Q3 (August–September) and crested again in November—typical of a late-year lift—before cooling sharply in December. The striking outlier is January 2026, which surged to $145.9, reversing the broader market’s direction and standing in stark contrast to December’s low base.
In broader seasonal terms, 2025 for Gaming across all countries shows:
That +18% step-up into the back half underscores a mid-year recovery and a pronounced Q4 bump, followed by an atypical January breakout.
Relative to the overall Facebook Ads benchmarks, Gaming’s CPP trailed the global median in 11 of 12 months in 2025—by 11% to 75% depending on the month—averaging 36% below the market for the year. August marked the tightest gap (11% below), while November briefly crossed above the benchmark (+4%). The widest gap came in July (−75%). January 2026 delivered a sharp divergence: Gaming’s $145.9 stood 481% above the global $25.15.
The global series held in a narrow $47–$55 band for most of 2025 and averaged $51.7, dipping modestly in H2 (−4% vs. H1). Month-to-month baseline moves were small on average ($3.33), or $1.59 when excluding the January 2026 drop—considerably less volatile than Gaming’s swings.
These Facebook Ads benchmarks for Cost Per Purchase highlight how Gaming across all countries typically undercut the global market through 2025, then surged dramatically at the start of 2026. Understanding Cost Per Purchase trends, alongside CPC trends and CPM analysis, helps frame industry ad performance and country-specific ad costs. This data-rich view of CPP performance for the Gaming industry across all countries offers a clear comparison to global patterns.
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 Gaming industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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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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.
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.
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.
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.
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.
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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