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January 2025 - January 2026
Detailed observation of presented data
The Gaming market’s cost-per-purchase (CPP) in Facebook Ads ran well below the global benchmark this year—but with far sharper swings. Across all countries, Gaming’s CPP averaged $33, versus a $51 global median across all industries. The story is one of dramatic mid-year turbulence: a July trough, a late-summer surge, and a brief November moment above market before cooling in December. 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’s CPP started at $19.81 in January and ended at $25.96 in December, a +31% lift across the year. The path between those endpoints was anything but linear. After jumping to $38.09 in February, the metric drifted lower into June ($25.94), plunged to the yearly low in July ($12.10), then surged to late-summer highs: $47.20 in August, $44.11 in September, and a cycle peak of $49.06 in November before dropping to $25.96 in December.
Across 2025, Gaming’s CPP averaged $33.10, ranging from $12.10 to $49.06—a $37 band. Month-to-month volatility averaged $13.5, indicating large, frequent swings. By contrast, the global benchmark was far steadier: it averaged $51.40 with a narrower $9.72 range and only $1.77 average monthly movement.
Notable inflection points:
Seasonally, the global benchmark showed a familiar cooling through Q4 as competition and conversion dynamics shift: Q1 averaged $53.66, sliding to $48.30 in Q4. Gaming’s rhythm was choppier. Q1 sat at $28.67, Q2 edged up to $31.89, Q3 spiked to $34.47 on the back of August–September strength despite a July trough, and Q4 delivered the highest quarterly average at $37.37—largely due to November’s spike—before December’s pullback. The pattern hints at Gaming’s sensitivity to campaign pulses and promotional peaks across all countries, with CPP volatility clustering around late summer and late Q4.
Compared to the global Facebook Ads benchmarks, Gaming’s CPP stayed below market in 11 of 12 months. The gap was widest in July (−75% vs. global) and narrowest in November (+4% above global). August (−11%) and September (−17%) also narrowed the distance, reflecting a late-summer convergence before diverging again in December (−42%). While the global median drifted steadily downward across the year (−15% from January to December), Gaming’s trajectory was more dramatic—falling into mid-year lows, then rebounding strongly (+305% from July low to November high) before resetting lower.
In sum, Facebook Ads cost-per-purchase benchmarks for the Gaming industry across all countries show a low-cost but highly volatile year: a $33 average versus $51 globally, a July nadir at $12, and a November peak at $49. Understanding CPP trends for Gaming in a global view—alongside the steadier all-industry benchmark—helps situate country-specific ad costs, CPM analysis context, and CTR performance patterns within broader industry ad performance and Facebook Ads benchmarks.
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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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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