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Compiled from 200+ game campaigns across 8 channels. Admiral Media’s 2025 benchmark report gives you the CPI, retention, ROAS, IPM, and CTR numbers you need to set realistic targets and identify where you’re underperforming.
Benchmark Your Game Against the Best Get the Full ReportAverage CPI ranges across Admiral Media’s 2025 campaign dataset. Ranges reflect top-25% to median performance. Best-in-class creative can beat these by 30–50%.
| Genre | Android CPI | iOS CPI | Primary Channel | Key Variable |
|---|---|---|---|---|
| Hypercasual | $0.25 – $0.80 | $0.50 – $1.50 | TikTok, Meta | Hook quality |
| Casual Puzzle | $0.80 – $2.00 | $1.50 – $3.50 | Meta, ASA, TikTok | Creative format |
| Match-3 | $1.00 – $2.50 | $2.00 – $5.00 | Meta, ASA | Audience segment |
| Midcore RPG | $2.50 – $6.00 | $4.00 – $12.00 | Meta, Google, ASA | Bid strategy |
| Strategy | $2.00 – $5.00 | $3.50 – $10.00 | Meta, Google UAC | Audience quality |
Six benchmark categories covering every layer of mobile game UA performance.
CPI ranges for hypercasual, casual puzzle, match-3, midcore RPG, and strategy across TikTok, Meta, ASA, Google UAC, Unity, and ironSource.
Top-quartile, median, and below-average retention benchmarks for each genre. Use these to diagnose core loop health before scaling.
D7, D14, D30 ROAS benchmarks by genre and monetisation model (IAP vs ad-funded). Set realistic scaling targets, not wishful ones.
Installs per thousand impressions benchmarks for TikTok, Meta, and Google UAC. Top-quartile IPM vs median to calibrate creative performance.
Click-through rate benchmarks for In-Feed video, static, playable, and UGC formats across TikTok, Meta Feed, and ASA Search Match.
LTV benchmarks split by IAP-primary vs ad-funded monetisation models. Understand the LTV/CPI ratio required for profitable scaling.
Benchmarks are only useful if they change decisions. Here is how to put them to work.
Pull your last 90 days of CPI, retention, and ROAS data. Map each metric against the genre benchmark to identify gaps.
Which channels are above the CPI benchmark or below the retention benchmark? These are your highest-priority optimisation targets.
Use benchmarks to set realistic monthly targets per channel. Don’t apply the same CPI target to TikTok and ASA — they serve different intent levels.
For each underperforming metric, identify the lever: creative (IPM/CTR), audience (CPI/CVR), or product (D1 retention). Build a 30-day test plan per lever.
Benchmarks shift as market conditions change. Re-audit your performance against updated benchmarks every quarter to stay calibrated.
What is the average CPI for mobile games in 2025?
Android: $0.30–$6.00 depending on genre. iOS: $0.50–$12.00. Hypercasual is cheapest, midcore RPG is most expensive. Market CPIs have risen 15–20% year-over-year on Meta and TikTok as competition for install inventory increases.
What D7 retention is considered good for mobile games?
Top quartile: 25%+. Industry average: 15–20%. Below 10% signals core loop issues that no amount of UA budget can fix — scale at your peril. D7 retention is the single best leading indicator of long-term LTV.
What are average CTRs for mobile game ads?
TikTok In-Feed: 0.8–2.5%. Meta Feed: 0.5–1.5%. ASA Search Match: 5–15% (high-intent format). Creative quality is the primary driver — top-quartile creative typically achieves 2–3x the CTR of median creative on the same channel.
Admiral Media will benchmark your game’s current metrics against 2025 genre averages and identify your top three growth levers — free.
Benchmark Your Game Against the Best
