Facebook Ads Insights Tool

Facebook Ads Cost Per Purchase Benchmarks for Recreation and Travel

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase for Recreation and Travel

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: Recreation and Travel vs. global baseline

This analysis looks at cost per purchase trends for industry Recreation and Travel and target country All countries available compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

  • Overall level: Recreation and Travel sits well above market, with an average cost per purchase of 117.69 versus the global baseline at 47.82 (+146% higher on average).
  • Volatility: The selected series is highly volatile (average month‑to‑month absolute change ~47%), while the baseline is comparatively steady (~7%).
  • Seasonal pattern: Clear Q4 lift in the selected data (Oct–Dec), a sharp post‑holiday dip in January, and a late‑summer spike in September. Baseline shows a mild December–February uptick and a steady softening into late Q3.
  • Trend from start to end: Recreation and Travel rose from 77.42 in Oct 2024 to 233.51 in Sep 2025 (+201%). Baseline declined from 46.67 to 32.29 (−31%).

Selected data highlights (Recreation and Travel, all countries)

  • Average: 117.69 across 12 months.
  • Highs and lows:
  • Highest month: September 2025 at 233.51.
  • Lowest month: January 2025 at 68.94.
  • Seasonal notes:
  • Q4 climb: 77.42 (Oct) to 131.83 (Nov) to 145.34 (Dec), consistent with holiday-period cost pressure.
  • Post‑holiday dip: −52.6% from December to January.
  • Rebound and stability: February spike to 168.17 (+143.9% MoM), then a steady spring plateau around 102–104 from April to June.
  • Late‑summer surge: +103% from August (115.06) to September (233.51).
  • Volatility:
  • Average absolute month‑to‑month change ~47%.
  • The calmest stretch was April to June (+0.7% then +1.5%).

Baseline comparison (global market)

  • Average: 47.82; consistently below Recreation and Travel in every month.
  • Highs and lows:
  • Highest month: February 2025 at 53.89.
  • Lowest month: September 2025 at 32.29.
  • Seasonal notes:
  • Modest Q4–Q1 buoyancy: 43.19 (Nov) to 51.53 (Dec) to 52.31 (Jan) to 53.89 (Feb).
  • Gradual softening through summer into September lows.
  • Volatility:
  • Average absolute month‑to‑month change ~7%, indicating a stable global trend relative to the selected series.
  • Start–end change: −31% from October 2024 to September 2025.

How Recreation and Travel compares to the global trend

  • Level: Above market throughout; even the lowest month in the selected series (68.94 in January) exceeds the baseline’s annual high (53.89 in February).
  • Pattern alignment: Both show Q4/Q1 elevation, but Recreation and Travel’s swings are markedly larger, with a pronounced January dip and a standout September spike where the baseline hits its annual low.
  • Volatility: The industry’s costs are materially more variable month to month than the global benchmark.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Recreation and Travel and All countries available helps advertisers make more efficient budget and creative choices.

Understanding the Data

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.

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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