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January 2025 - January 2026
Detailed observation of presented data
The Gaming industry’s Facebook Ads click-through rate (CTR) ran well below the global benchmark throughout 2025, with a strong Q1 start giving way to a mid-year trough, a brief September rebound, and a mixed Q4 that ended soft. The shape of the year was choppier than the market: big swings around April, September, and December set the tempo, while the global benchmark climbed steadily into year-end. 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 across all countries compared to the global benchmark.
Gaming CTR averaged 0.98% across the year, beginning at 1.19% in January and finishing at 0.78% in December — a 34% slide from start to finish. The annual high came in March at 1.24%, about 27% above the Gaming average, while the low hit in July at 0.76%, roughly 22% below the average. The annual range spanned 0.48 percentage points (March 1.24% to July 0.76%), nearly half of the category’s average level and indicative of elevated variability.
Key monthly moves punctuated the narrative: a sharp step-down in April (−0.27 points versus March), a deeper dip through May and June, and the steepest single-month upswing in September (+0.36 points from August) that temporarily lifted CTR back above 1.13%. October eased to 0.98%, November ticked up to 1.06%, and December fell back to 0.78%. Month-to-month volatility averaged 0.13 percentage points, almost double the market’s 0.07-point pace.
By contrast, the global benchmark averaged 1.84% CTR in 2025, climbing from 1.69% in January to 2.12% in December (+26% across the year). The market’s range was narrower in proportional terms (0.46 points from a 1.84% base), reinforcing that Gaming was not only lower than the market but more turbulent across months.
Seasonality was clear. Q1 was the strongest quarter for Gaming (1.22% average), with CTRs sustaining above 1.19% through March. Performance softened in Q2 (0.86% average), bottoming in June–July before stabilizing in August. September staged a notable rebound, lifting Q3 to 0.89% on average. Q4 posted a partial recovery (0.94% average), aided by November’s 1.06% lift, but December’s decline to 0.78% ended the year below trend. In contrast, the broader market typically firmed through the year, with Q4 the highest quarter for global CTRs as engagement strengthened into peak retail periods.
Gaming CTRs trailed the global benchmark every month. The narrowest gap appeared in February, when Gaming sat 27% below market (1.21% vs. 1.66%). The widest gap emerged in December, with Gaming 63% under market levels (0.78% vs. 2.12%). Across the year, Gaming averaged about 47% below the global CTR (0.98% vs. 1.84%). While the market trend rose steadily (+26%), Gaming’s trajectory was negative overall (−35% from January to December) and markedly more volatile, with larger directional swings in April, September, and December.
Facebook Ads benchmarks for CTR show that the Gaming industry across all countries operated below market throughout 2025, with higher volatility, a mid-year low, and only brief rebounds against a steadily rising global trend. Understanding Facebook Ads click-through rate performance for Gaming across all countries helps advertisers benchmark engagement levels and compare category dynamics to 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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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.
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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