Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
August 2025 - August 2026
Detailed observation of presented data
Gaming CPMs moved to a different cadence than the overall market across the 13-month window. Gaming started the series at an unusually low $4.84 in July 2025, then lifted into a steady mid-teens range, finishing at $14.42 in July 2026 — well below the overall benchmark. 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.
COST_PER_THOUSAND_IMPRESSIONS (CPM) for Gaming averaged about $14.95 over the period, ranging from a low of $4.84 (2025-07) to a high of $17.29 (2026-04). The series shows a dramatic early lift: July → August 2025 jumped ~200% (from $4.84 to $14.56). After that jump, Gaming CPMs clustered between roughly $12.07 and $17.29 for most months. By contrast, the global baseline averaged about $20.59, with a narrower band of $16.47 to $24.26.
Month-over-month movement in Gaming averaged an absolute change of approximately $2.34, indicating higher short-run swings than the baseline market, which averaged about $1.92 in monthly absolute moves. From start to finish, Gaming CPMs rose roughly $9.58 (≈198%), largely because the series began at an outlier low; the median behavior across later months was more stable in the mid-teens.
There are clear seasonal rhythms in both series. The baseline showed a pronounced peak in November 2025 ($24.26) and elevated levels through spring 2026 (March–May). Gaming mirrored this cadence but with muted amplitude: Gaming also peaked around late Q4 into Q1 (Nov 2025 at $17.09; Feb–Apr 2026 in the $17.17–$17.29 band) and dipped in December 2025 to $12.07 before rebounding in early 2026. The longest run of stability for Gaming was March–May 2026, where CPMs held in a tight $16.98–$17.29 window, contrasting with the broader baseline swing across Q4 and Q2.
Across the full window, Gaming CPMs trailed the global benchmark by about 27% on average (Gaming $14.95 vs. baseline $20.59). The gap varied: the widest divergence was in July 2025 when Gaming was roughly 74% below the baseline ($4.84 vs. $18.86), driven by an outlier low start. The narrowest gap occurred in July 2026 when Gaming was only about 12% below the global CPM ($14.42 vs. $16.47). Volatility comparisons show Gaming was more volatile month-to-month (average absolute move ~$2.34) than the baseline (~$1.92), reflecting sharper short-term swings after that early lift.
This CPM analysis — part of the Facebook Ads benchmarks conversation around CPM analysis, CPC trends and country-specific ad costs — highlights how Gaming industry ad performance across All countries ran consistently below the global benchmark while exhibiting higher short-run volatility and clear seasonal lifts around late Q4 and early Q1. Understanding Facebook Ads CPM analysis for Gaming in All countries helps advertisers and creative strategists evaluate industry ad performance against global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. 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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CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
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