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November 2024 - November 2025
Detailed observation of presented data
Gaming CTR across all countries ran persistently below the global Facebook Ads benchmark, tracing a U‑shaped year: a steady slide from late 2024 into an August 2025 trough, followed by a sharp Q4 rebound. Across the 13-month window, Gaming averaged 1.10% CTR versus the 1.82% global median — roughly 39% lower — and moved with far more chop than the market. November 2025 closed at 1.60%, the period’s high, capping a late surge that narrowed the gap but didn’t erase it.
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.
The period opened at 1.52% in November 2024, slipped to 1.28% in December, and hovered in the low 1.20s through Q1 2025 (1.20%–1.26%). Momentum broke in Q2: 0.98% in April, 0.86% in May, and 0.79% in June. CTR bottomed at 0.74% in August — the cycle low — before rebounding to 1.08% in September, 1.04% in October, and a year-high 1.60% in November 2025. From trough to peak, CTR more than doubled (+115%), a swing of 0.86 percentage points.
Over the full span, Gaming’s CTR averaged 1.10%, ranging from 0.74% (August) to 1.60% (November 2025). Month-to-month volatility averaged 0.15 points, with the sharpest moves coming in October→November (+0.56 points) and August→September (+0.34 points). By comparison, the global benchmark’s average absolute swing was just 0.05 points.
The rhythm is clear: steady engagement through Q1 (Q1 average: 1.23%), a softer Q2 (0.88%), a Q3 trough (0.86%), and a Q4 lift (October–November average: 1.32%). While Q4 often brings tighter auctions and mixed performance dynamics, CTR in Gaming rebounded visibly into late 2025. The path from April to August marked the most persistent softness, with four consecutive months under 1.00%.
For context, the global benchmark also firmed into the back half of the year, rising from a February low (1.66%) to 2.04% by October–November, but with gentler fluctuations than Gaming.
Against the market, Gaming was consistently below average. The gap widened from −13% in November 2024 to a widest −62% in August 2025, then narrowed to −22% by November 2025. On a like-for-like basis, the global median grew steadily (+16% from November 2024 to November 2025), while Gaming’s CTR ended modestly higher (+5%) but with a choppier mid-year sag. Amplitude underscores the difference: Gaming’s peak-to-trough range was 0.86 points (about 78% of its mean), versus 0.39 points for the global benchmark (about 21% of its mean).
While CPC trends and CPM analysis frame cost pressures, this view isolates CTR performance. Country-level variation is pooled here, but the pattern shows Gaming’s engagement running meaningfully below all-industry levels, with a pronounced mid-year dip and a strong Q4 rebound.
Facebook Ads benchmarks for click-through-rate in the Gaming industry across all countries show sustained underperformance versus the global average, a deep Q3 trough, and a late-year recovery. Understanding CTR performance for Gaming across all countries helps teams gauge engagement rhythms against global patterns.
Insights & analysis of Facebook advertising costs
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 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. 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. 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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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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