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Facebook Ads Cost Per Purchase Benchmarks for Gaming in Brazil

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Cost Per Purchase for Gaming in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B in Facebook Ads data, Gaming in Brazil shows highly volatile cost per purchase with extreme swings month to month.
  • Across overlapping months, Brazil’s Gaming median cost per purchase averages 35.13, about 29% below the global baseline (49.59), i.e., generally below market.
  • Notable spike and dip: a sharp trough in January 2025 (0.05) followed by a February peak (158.73), then a steep reset in March (8.97).
  • The global trend is steadier, rising into December–February and easing by June; this aligns with typical Q4/Q1 auction pressure.

Scope and context

This analysis looks at cost per purchase trends for industry Gaming and target country Brazil compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Gaming in Brazil: monthly highlights

  • Overall level: Average 35.13 across observed months (Oct 2024–Jun 2025, with gaps in April–May).
  • Highs and lows:
  • High: 158.73 in February 2025.
  • Low: 0.05 in January 2025.
  • Range: 0.05–158.73, indicating extreme dispersion.
  • Volatility: Average absolute month-to-month change of about 62.61, reflecting large swings.
  • Trend over time:
  • October 2024 starts very low (0.96).
  • November–December stabilize around 16.3, nearly flat month over month (-0.3%).
  • January 2025 drops near zero, then February surges to 158.73.
  • March collapses to 8.97 (down ~94% from February), then rebounds to 44.54 by June.
  • First-to-last change: From 0.96 (Oct 2024) to 44.54 (Jun 2025), up roughly +4,527%.

Comparison to the global baseline

  • Levels:
  • Brazil–Gaming average (overlapping months): 35.13.
  • Global baseline average (same months): 49.59.
  • Result: Brazil–Gaming sits about 29% below market on average.
  • Highs and lows (overlapping months):
  • Global high: 53.89 (Feb 2025); low: 43.19 (Nov 2024).
  • Brazil–Gaming diverges sharply in Jan (0.05) and Feb (158.73).
  • Volatility:
  • Brazil–Gaming: average month-to-month move ~62.61.
  • Global baseline: ~3.52, i.e., far steadier than Brazil–Gaming.
  • Month-by-month positioning:
  • Below market in Oct (−98%), Nov (−62%), Dec (−68%), Jan (−99.9%), Mar (−83%), and Jun (−5%).
  • Above market only in Feb (+195%).
  • Baseline trend (overlapping months): from 46.67 (Oct 2024) to 46.96 (Jun 2025), roughly flat (+0.6%), with a modest rise into Dec–Feb.

Seasonal context

  • The global series edges higher December–February before easing by June, consistent with seasonal auction pressure. Brazil–Gaming follows the timing of this rise but exhibits outsized amplitude: a near-zero January followed by a February spike and a sharp March correction.

Understanding cost per purchase benchmarks on Facebook Ads in industry Gaming and Brazil helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Brazil Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 3–4Carnival
Apr 18Good Friday
Apr 21Tiradentes Day
May 1Labour Day
Jun 19Corpus Christi
Sep 7Independence Day
Oct 12Our Lady of Aparecida (Children's Day)
Nov 2All Souls' Day
Nov 15Republic Proclamation Day
Nov 20Black Awareness Day
Dec 25Christmas Day

Key Shopping Season

December (Christmas), Late November (Black Friday), Children's Day (Oct 12)

Potential Advertising Impact

CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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