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October 2025 - September 2026
Benchmark observations based on the selected data
Gaming click-through-rate (CTR) performance ran noticeably below the global benchmark across the 13‑month window, showing a sharp spike in late 2025 and a steady drift lower into mid‑2026. Volatility in Gaming CTRs was roughly double the market average, with clear month-to-month swings and a pronounced peak in September 2025. 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 available compared to the global benchmark.
Gaming CTR began at about 0.75% in July 2025 and finished at roughly 0.70% in July 2026 — a net decline of about 7% from start to finish. Across the period the Gaming median CTR averaged approximately 1.0% (0.99%), with a high of 1.28% in September 2025 and a low of 0.70% in July 2026. By contrast, the global baseline averaged about 2.04%, peaking at 2.34% in July 2026 and bottoming at 1.87% in July 2025.
The Gaming series featured a rapid lift into September 2025 (from 0.83% in August to 1.28% in September, a +55% jump month-over-month), then a multi-month pullback into December (down to 0.81%). A rebound pushed CTR back above 1.0% through April 2026, followed by a steady slide into early summer 2026. Peak-to-trough across the whole Gaming series was large: the drop from 1.28% to 0.70% represents about a 45% decline.
Monthly movement magnitude — a simple measure of volatility — averaged roughly 0.16 percentage points in Gaming CTRs, compared with about 0.08 points for the global baseline. In other words, Gaming displayed roughly twice the month-to-month variability of the overall market.
Seasonal rhythm shows a late‑Q3 spike for Gaming (September), a softer Q4 (notably December), a Q1 rebound into spring, then a summer softening into July 2026. The global baseline trended upward more steadily through winter and into spring, and produced a strong July 2026 high. Where the global pattern looks smoother and growth‑oriented, the Gaming curve reads choppier — short surges and deeper pullbacks across quarters.
Across every month Gaming CTRs trailed the global benchmark. On average Gaming ran about 51% below the global CTR (Gaming average ~0.99% vs. global ~2.04%). The gap narrowed most in September 2025 (Gaming about 33% below global) and widened most in July 2026 (Gaming about 70% below global). The global trend rose steadily (+25% from July 2025 to July 2026), while Gaming was more erratic and ended slightly lower over the same interval (≈ −7%).
Understanding Facebook Ads click-through-rate benchmarks, CTR performance, and industry ad performance for Gaming in All countries available provides a clear lens on how this category compares to broader market patterns alongside related CPC trends, CPM analysis, and country-specific ad costs.
Facebook advertising cost benchmarks
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the Gaming industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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