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June 2025 - June 2026
Detailed observation of presented data
Gaming’s cost-per-purchase in All countries told a story of lower absolute costs but much more churn than the overall market. Across the 13-month window the gaming median ran well below the global benchmark for most months, punctuated by a sharp late-spring spike that briefly pushed it above the baseline. 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 in All countries compared to the global benchmark.
The series began at $20.05 in June 2025 and closed at $38.59 in June 2026 — an almost 93% lift from start to finish. Across the period Gaming’s average cost-per-purchase was about $31.2, with a low of $11.37 (July 2025) and a high of $52.70 (May 2026). The path wasn’t smooth: after an early summer trough the metric climbed into the low $40s in August–September 2025, eased through Q4, rebounded in early Q1 2026, then surged in May 2026 to the year’s peak before cooling into June.
Monthly moves were large: the average absolute month-to-month change for Gaming was roughly $11.6 — more than three times the baseline’s average monthly swing of about $3.8. That volatility is visible in two big runs: a near $30 increase from July to August 2025, and a similar jump from April to May 2026, offset by sharp pullbacks that produced a jagged, high-amplitude curve rather than a steady trend.
Seasonally, Gaming showed softer levels in late Q3 into Q4 relative to its summer highs, with December dipping to about $21.8 after October–November averages in the low $30s. The calendar turned into a clear rebound in January 2026 (about $29.5) and a modest slide in February, followed by a mid-March lift. May stood out as an outlier month: a pronounced spike to $52.7 disrupted the otherwise lower range and created the period’s single highest reading. Overall rhythm: summer spikes, Q4 softening, early-Q1 rebound, and a pronounced May spike.
Compared with the overall benchmark, Gaming in All countries was generally below average. The global baseline averaged about $50.1 over the same months; Gaming’s $31.2 average was roughly 38% lower. Month by month the gap ranged widely — Gaming trailed the benchmark by around 20–80% across most months. The widest shortfall was in July 2025 when Gaming was roughly 77% below the global level; the narrowest below-baseline gap occurred in August–September 2025 at about 20% below. One exception: May 2026, when Gaming rose about 25% above the global benchmark, creating a temporary above-market reading amid an otherwise below-average profile. The baseline trend itself was much steadier, rising about 10–11% from June 2025 to June 2026, while Gaming’s path was choppier and ended substantially higher in absolute terms.
Understanding cost-per-purchase trends and volatility for Gaming across All countries provides a clear lens into how industry ad costs compare to wider Facebook Ads benchmarks, offering context for CPC trends, CPM analysis, CTR performance discussions, and broader country-specific ad costs and industry ad performance comparisons.
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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