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June 2025 - June 2026
Detailed observation of presented data
Recreation and Travel cost-per-purchase ran meaningfully above the global baseline and showed a lot more momentum and swing across the 13-month window. 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 available compared to the global benchmark.
Cost per purchase for Recreation and Travel started at about $87 in June 2025 and finished at roughly $122 in June 2026 — an increase of about +41% from start to finish. The 13‑month median for the sector was roughly $119, compared with a global baseline median of about $50, meaning Recreation and Travel ran about 2.4x (≈+138%) above the overall market on average.
High and low: the category peaked in December 2025 at ~$197 and troughed in March 2026 at ~$63. The December peak represented nearly a fourfold gap versus the December global baseline (Dec: $197 vs $50 ≈ +296%). The narrowest gap occurred in March 2026, when Recreation and Travel was only about 14% above the global median (Mar: $63 vs $55).
Monthly swings were large. Average absolute month-to-month change was about $30 (≈25% of the category mean). That compares to baseline monthly swings of roughly $3.8 (≈7.7% of the baseline mean), so Recreation and Travel was roughly three times more volatile in dollar terms and over three times more volatile relative to its mean.
Notable moves: a steady lift from June → October 2025 (from ~$87 to ~$150), a sharp jump into December (up to ~$197), a still-elevated Q1 2026 (~$166 → $153 in Jan–Feb), then a steep decline into March (−59% month-over-month from Feb to Mar), followed by a recovery into late spring (Mar → Jun 2026 back up to ~$122).
The rhythm shows a clear Q4 heating: costs climb through autumn into a December high, then remain elevated in early Q1 before a pronounced drop in March. The December rise is the single largest upward swing (+62% Nov→Dec); the March fall is the single largest downward swing (−59% Feb→Mar). Across the period, softer months cluster around late winter/early spring (March–April), while the strongest pressure on cost-per-purchase appears in autumn and the holiday quarter.
This pattern is visible against a muted global baseline that shows smaller, steadier seasonal movement and lower month-to-month amplitude.
Across all countries available, Recreation and Travel cost-per-purchase was consistently above the global benchmark, but the gap varied dramatically month to month. At the narrowest point (March 2026) the sector was about 14% higher than global medians; at the widest (December 2025) it was nearly 296% higher — roughly a 1.1x to 4.0x range versus the baseline. In short, Recreation and Travel ran above market and was markedly more volatile than the overall benchmark.
Understanding cost-per-purchase dynamics for Recreation and Travel across all countries available complements broader Facebook Ads benchmarks, and sits alongside related reads on CPC trends, CPM analysis, CTR performance, and country-specific ad costs when assessing industry ad performance.
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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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.
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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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