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February 2025 - February 2026
Detailed observation of presented data
Across the past 13 months, Gaming CTR performance ran consistently below the global Facebook Ads benchmarks, with a brief early‑year lift, a long mid‑year cool‑down, and a pronounced slide into the turn of the year. The category’s highs arrived early; the lows arrived late. Volatility was notably higher than the market, marked by sharp swings around late summer and 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 opened 2025 at 1.19% and edged up to a near‑term peak of 1.24% in March before momentum broke in April (0.98%). From there, engagement settled into a lower band through summer—May to August ranged between 0.76% and 0.83%—followed by a September rebound to 1.13%. Q4 was mixed: October (0.98%) and November (1.06%) held just under or above 1%, but December slipped back to 0.77%. The sharpest low arrived in January 2026 at 0.49%, closing the period 59% below January 2025 levels.
On average, Gaming CTR across all countries measured 0.94%, spanning a wide range from the 1.24% high (March 2025) to the 0.49% trough (January 2026). Month‑to‑month volatility averaged 0.14 percentage points—over twice the global rhythm—driven by large moves like August to September (+0.36 points) and November to December (−0.29), followed by another decline into January 2026 (−0.28). Only five of the 13 months cleared the 1% mark, underscoring how concentrated the stronger bursts of engagement were.
The year’s rhythm was front‑loaded: Q1 rose steadily before pivoting downward in April. Mid‑year engagement flattened, hovering in a tight 0.76–0.83% range from May through August. September stood out as a singular resurgence, but the lift didn’t carry through the holidays. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; here, Gaming diverged from that broader cadence, showing softness in December and an atypically deep January trough.
The global benchmark (all industries, all countries) averaged 1.86% CTR—roughly double Gaming’s 0.94%—and trended upward across the period, rising 23% from 1.69% in January 2025 to 2.08% in January 2026. Global highs clustered in Q4, peaking at 2.10% in December, while the global low was 1.65% in February. By contrast, Gaming fell 59% from start to finish, with its high early (March) and its low late (January 2026), reflecting a choppier path.
Relative to the market, Gaming’s CTR gap ranged from 27% below in February (its narrowest differential) to 76% below in January 2026 (its widest). Across the full window, Gaming averaged about 49% below the global benchmark. Volatility also differed: Gaming’s average month‑to‑month move (0.14 points) was more than 2x the global pattern (0.06 points).
In sum, Facebook Ads CTR performance for the Gaming industry across all countries averaged 0.94% and moved with greater volatility than the market, with early‑year strength, a mid‑year lull, a brief September lift, and a year‑end decline that contrasted with global Q4 firmness. Understanding Facebook Ads click‑through‑rate benchmarks for the Gaming industry globally helps teams interpret industry ad performance and compare engagement trends to the broader market.
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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