Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all countries, Gaming CPMs spent the year below the global all-industry benchmark yet moved with far more drama. The story opens with a soft post-holiday reset, accelerates into a mid-year plunge, and closes on the strongest pricing of the year. Median CPM for Gaming averaged $12.55 across the period versus $20.36 globally (about 38% lower), with a standout July collapse to $3.70 and a rapid rebound through Q4. The broader market rose more smoothly and surged into the holidays, while Gaming traced a sharper V-shape.
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.
Gaming CPMs began at $14.32 in December 2024 and finished at $17.24 in December 2025, a 20% lift end-to-end. The annual average settled at $12.55, ranging from a high of $17.24 in December to a low of $3.70 in July—a $13.54 swing.
Momentum shifted in distinct chapters:
Volatility averaged 2.49 points month-to-month—more than double the global benchmark’s 1.08—underscoring a choppier pricing environment for Gaming CPMs.
Seasonality showed through, but with outsized amplitude. After a typical January softening, pricing stabilized in late Q1, then eased through late Q2. The July trough was the outlier—well below typical mid-year levels. The ensuing rebound was swift: CPM more than quadrupled from July to December (+366%). Q4 carried the highest pricing of the year for Gaming (October–December: ~$16.9–$17.2), consistent with rising competition and inventory pressure into the holiday period. By contrast, the global benchmark moved more predictably, with a steady late-year climb capped by a pronounced November–December surge.
Gaming stayed below market every month, but the gap shifted materially:
In short, the global trend was steadier with a strong Q4 crescendo, while Gaming’s CPMs were more volatile, marked by a deep mid-year dip and a powerful rebound.
This CPM analysis provides Facebook Ads benchmarks for the Gaming industry across all countries, showing consistently lower—yet more volatile—pricing versus the global market. Understanding Facebook Ads CPM benchmarks for Gaming in all countries helps marketers interpret country-specific ad costs within broader Facebook Ads benchmarks, alongside CPC trends and CTR performance observed in the global dataset.
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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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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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