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Facebook Ads Cost Per Purchase Benchmarks for Gaming in France

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Cost Per Purchase for Gaming in France

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks summary

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

Key takeaways

  • Average cost-per-purchase in France Gaming was 33.4 over the period, about 32% below the global average of 49.2 (Oct 2024–Aug 2025).
  • France was below market in 10 of 11 months; only January 2025 sat above the global benchmark.
  • Volatility was extreme from October to January, with an unusually low December (0.20) followed by a January spike (119.0). From late spring into summer, costs stabilized in the high 30s to low 40s.
  • From the first to the last month, France increased from 0.50 (Oct 2024) to 41.75 (Aug 2025), an approximate +8,250% rise driven by the very low starting point.

Selected data trends

  • Average: 33.4; median: 33.35, indicating the typical month was in the low 30s despite early outliers.
  • High/low: Peak at 119.0 in Jan 2025; trough at 0.20 in Dec 2024; range of 118.8.
  • Notable moves:
  • Oct to Nov 2024 surged roughly +3,000% (0.50 to 15.52), then dropped -98.7% into Dec (15.52 to 0.20).
  • Dec 2024 to Jan 2025 jumped by orders of magnitude to 119.0, then normalized lower in Feb (38.4).
  • Stabilization: Apr–Aug 2025 averaged 37.8 with smaller month-to-month fluctuations (Apr→May -15%, May→Jun +48%, Jun→Jul -6.9%, Jul→Aug +6.6%).

Comparison to the global baseline

  • Average: France 33.4 vs global 49.2; France sits below market overall.
  • High/low: Global ranged narrowly from 43.2 (Nov 2024) to 53.9 (Feb 2025), a 10.7 span—far less volatile than France’s 118.8 span.
  • Seasonal level: Global costs were higher across Dec–Feb (51.5–53.9) and broadly steady; France showed an atypical December trough and singular January spike.
  • Month-by-month positioning: France was below the global benchmark in every month except Jan 2025.
  • Recent months (May–Aug 2025): France averaged 37.8 vs global 47.5, about 20% below market.
  • First-to-last change: Global decreased slightly (-2.1%), while France ended much higher due to early-month anomalies.

Seasonality and volatility

  • In line with typical patterns, the global series shows elevated costs in Q4 and into Q1 around holiday periods, peaking in February.
  • France’s Gaming data diverges in Q4 with a December low, then realigns with a sharp January peak and settles into a more consistent band from April onward.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Gaming and France 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 France, 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.

France Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday (Alsace & Moselle)
Apr 21Easter Monday
May 1Labour Day
May 8Victory in Europe Day
May 29Ascension Day
Jun 9Whit Monday
Jul 14Bastille Day
Aug 15Assumption Day
Nov 1All Saints' Day
Nov 11Armistice Day
Dec 25Christmas Day
Dec 26Saint Stephen's Day (Alsace & Moselle)

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when leisure and travel campaigns see higher engagement. Extended 'ponts' (bridge days) in May could create long weekends with lower weekday ad inventory. Late November and December feature steep increases in ad competition. Christmas season may drive peak ad volumes.

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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