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November 2024 - November 2025
Detailed observation of presented data
The headline: Gaming’s cost per purchase ran well below the global market for most of the year, but with a dramatic late-summer surge that briefly brought it to parity. Median CPP for Gaming across all countries averaged $30.07 versus the $49.33 global benchmark, with wide month-to-month swings and standout extremes in July and August. The global market, by contrast, moved in a tight band with gentle softening into Q4.
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 CPP started at $20.67 in November 2024 and finished at $35.44 in October 2025 — a 71% lift end to end. The low came in July at $10.45, followed by a sharp rebound to the annual high in August at $49.27 and near-parity in September at $48.61 before easing back in October.
Across the 12 months, Gaming’s CPP averaged $30.07, ranging from $10.45 to $49.27 — a $38.82 spread that’s roughly 3.7x from trough to peak. Volatility was pronounced: the average absolute month-to-month move was about $11.69, or roughly 39% of the mean CPP. The biggest month-to-month upswing was July to August (+$38.83), while the steepest pullback was September to October (−$13.18).
The global benchmark told a steadier story: average CPP of $49.33, a high of $53.84 in February, a low of $42.61 in November, and average monthly movement of just $2.58 (about 5% of its mean). From November to October, the global series edged up a modest 1.7%.
Late Q4 2024 for Gaming was relatively soft (November $20.67, December $22.86), followed by a mixed Q1: a January dip ($18.81), a February spike ($37.39), and a March giveback ($26.71). Q2 oscillated around the mid-$20s to upper-$30s, peaking in April ($38.77) and easing into June ($24.96).
The inflection came in the summer: a July trough ($10.45) flipped to an August surge ($49.27) and sustained strength in September ($48.61). Early Q4 cooled to $35.44 in October, still elevated versus early-year levels but below the late-summer peak. In typical seasonal terms, global CPPs often firm through Q1–Q2 and soften into late Q3–Q4; Gaming followed some of that rhythm but with sharper amplitude.
Gaming’s CPP trailed the global benchmark in every month, but the gap varied widely:
While the global series rose steadily (+16% from November to February) and then drifted lower into Q4, Gaming’s path was choppier, marked by a midyear trough-to-peak swing of more than 4x.
Facebook Ads benchmarks for cost per purchase in the Gaming industry across all countries show a market that is structurally below global CPPs but far more volatile, with a sharp summer rebound that briefly closed the gap. Understanding cost-per-purchase dynamics for Gaming across all countries helps advertisers compare country-specific ad costs, contextualize CPP alongside CPC trends, CPM analysis, and CTR performance, and align expectations against 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.
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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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