What Is a Normal Click-Through Rate or Wishlist Rate on Steam?

This analysis provides benchmarks for organic Steam wishlist performance, aiming to help independent developers gauge their game's market potential. By surveying over 100 developers, the study establishes baseline metrics for weekly wishlist acquisition during non-promotional periods, specifically excluding spikes caused by festivals or streamer coverage. The findings categorize games into four revenue-based tiers to illustrate typical weekly wishlist performance: under 40 for games earning up to $10,000, 15–120 for those earning up to $249,000, 100–700 for those in the $250,000–$999,000 range, and 300–3,000 for titles exceeding $1 million.

A key conclusion is that click-through rate (CTR) is an unreliable and often misleading metric for indie developers. Data indicates an inverse relationship between traffic volume and CTR; highly popular games often experience lower CTRs because their capsules are surfaced to a broader, less targeted audience, whereas niche games with low impression counts may show artificially high CTRs. Consequently, the analysis advises developers to prioritize impressions and page views over CTR, as these metrics correlate more directly with wishlist growth and overall success.

The research emphasizes that while these benchmarks offer a useful mental model, they are not predictive of final sales. Factors such as game quality, genre appeal, and post-launch reception significantly influence commercial outcomes. The study notes that wishlist rates are not static and can evolve over time through sustained marketing efforts and community building. Ultimately, the data suggests that while high wishlist rates are a positive indicator, they do not guarantee financial success, and developers should view these figures as a diagnostic tool rather than a definitive forecast.