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November 2024 - November 2025
Detailed observation of presented data
The global Recreation and Travel market ran hot and choppy on Facebook in this period, with cost per purchase consistently above the overall benchmark and swinging widely from month to month. The category opened at $109 in November 2024, dipped sharply in January 2025, then surged to new highs by late 2025. Two Q4 peaks bookend the story—December 2024 and October–November 2025—while mid‑year held a steadier, lower band. 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 Recreation and Travel across all countries compared to the global benchmark.
Cost per purchase for Recreation and Travel averaged $109 from November 2024 through November 2025, ranging from a low of $55.68 in January 2025 to a high of $187.03 in November 2025. The period began at $109 (Nov ’24), lifted to $145 (Dec), then reset hard to $55.68 in January before rebounding to $157.19 in February. From March through September the category settled into a mid‑range: $70–$101 across spring, and $79–$101 through summer. Momentum re‑accelerated into Q4 2025, climbing to $160.85 in October and topping out at $187.03 in November. From the first to the last month, cost per purchase rose 71%.
Volatility was a defining feature. Month‑to‑month absolute changes averaged $38.54, with the largest swings around the January reset (−$89 vs. December) and the February rebound (+$102 vs. January). By contrast, the overall benchmark moved far more gently.
The category shows a clear rhythm: elevated costs in Q4, a pronounced trough in January, a brisk February rebound, and a comparatively stable mid‑year. Spring sat in the $70–$95 zone before inching up into late summer near $101, setting the stage for a strong Q4 run. Notably, both Q4 windows in this series featured standout months—December 2024 at $145 and October–November 2025 at $161 and $187—framing the year with higher acquisition costs.
Against the global benchmark, Recreation and Travel was consistently above market. The category’s average cost per purchase was $109 versus the global $48, a 127% premium. The gap was narrowest in January 2025, when Recreation and Travel sat about 7% above the benchmark ($55.68 vs. $52.13). It widened dramatically by November 2025 to roughly 511% above global levels ($187.03 vs. $30.61). Trajectory also diverged: the global series drifted lower across the year (−28% from Nov ’24 to Nov ’25), while Recreation and Travel climbed into year‑end (+71%). Volatility underscored the contrast—$38.54 average monthly movement for Recreation and Travel versus just $3.45 for the global benchmark—indicating a far choppier acquisition environment for this industry.
In short, Facebook Ads benchmarks for cost per purchase in Recreation and Travel across all countries show a high‑cost, high‑volatility category with Q4 spikes, a January trough, and a strong year‑end finish. While this readout focuses on cost per purchase, it sits alongside broader Facebook Ads benchmarks often considered with CPC trends, CPM analysis, CTR performance, and country‑specific ad costs—helping situate industry ad performance for Recreation and Travel in a global context.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Recreation and Travel 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. 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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It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.
Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.
Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.
Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.
Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.
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