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July 2025 - July 2026
Detailed observation of presented data
Gaming ads across all countries ran materially cheaper than the global benchmark over the 13‑month window, but far more volatile. Median COST_PER_PURCHASE for Gaming averaged about $30.6, versus a baseline global median near $48.2 — a roughly 37% gap. 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 time series starts at $20.05 in June 2025 and closes at $28.10 in June 2026, an overall rise of about +40% from start to finish. Across the period Gaming COST_PER_PURCHASE hit a low of $11.37 (July 2025) and a high of $54.76 (May 2026). The 13‑month median for Gaming was roughly $30.6. Monthly absolute moves averaged about $12.9 — large relative to the series mean, signaling frequent sharp swings.
Notable swings: a dramatic early trough in July 2025 (11.37), a steadier mid‑range through late 2025 and early 2026 (roughly $21–$42), and a pronounced spike in May 2026 (+30.5 from April), followed by a near‑50% retreat into June. By contrast the global baseline hovered around $48 on average, with its own low in June 2026 ($25.50) and a peak in March 2026 ($55.54).
Rhythms here are jagged rather than smooth. Summer 2025 opened with a low point, then the metric climbed into late summer and early autumn. Winter months (Nov–Jan) showed mixed movement — a moderate uptick into November then a dip in December. Spring 2026 carried swings up and down before the May spike and June correction. Compared with the baseline, the Gaming series shows more episodic surges and steep pullbacks rather than a steady seasonal curve.
The baseline exhibits smaller month‑to‑month changes (average absolute move ≈ $4.2) until the pronounced drop into June 2026. Gaming’s cadence is characterized by sudden lifts and declines, producing a stop‑start rhythm across quarters rather than a single predictable seasonal trough or peak.
Relative framing: Gaming in All countries trailed the global COST_PER_PURCHASE benchmark by large margins for most months, but not uniformly. Gaming was as much as ~77% below the baseline in July 2025 and commonly 20–60% below across late 2025 and early 2026. At its narrowest gap, Gaming was about 10% above the global baseline (June 2026); at its widest, it was roughly 77% below (July 2025). Overall volatility for Gaming (~$12.9 monthly) was roughly three times the baseline volatility (~$4.2 monthly), making the Gaming curve materially choppier than the market average.
This data narrative situates COST_PER_PURCHASE behavior for Gaming across All countries against broader Facebook Ads benchmarks and global CPM/CPC trends, highlighting how industry ad performance and country-specific ad costs can diverge from baseline patterns. Understanding COST_PER_PURCHASE for Gaming in All countries provides a grounded view of volatility and relative pricing for industry ad performance and country-specific ad costs.
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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