Facebook Ads Cost Per Purchase Benchmarks for Recreation and Travel

Facebook Ads Cost-Per-Purchase benchmarks: Recreation and Travel across all countries

Recreation and Travel’s cost to convert sat well above the market and moved with far sharper swings. Across all countries, cost per purchase (CPP) averaged about $107 from November 2024 to October 2025, more than double the global all‑industry benchmark near $49. The category opened elevated in November ($124) and finished at the annual high in October ($170), a 37% lift end‑to‑end. The story is defined by holiday‑adjacent peaks, a deep January trough, a dramatic February rebound, and a late‑year surge. 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 in all countries compared to the global benchmark.

The story in the data

Recreation and Travel’s CPP oscillated between a low of $61 in January and a high of $170 in October, with a median of $95—lower than the mean, reflecting a few outsized spikes. The path was choppy:

• November–December 2024: elevated at $124 and $147.
• January 2025: fell 58% from December to $61, the yearly low.
• February: surged 159% month over month to $159, the largest single jump.
• March: retraced to $71 (−56% vs. February).
• April–September: stabilized in the $88–$102 corridor, gradually firming into early fall.
• October: jumped 66% from September to $170, the year’s top.

Volatility averaged $38.9 per month in absolute moves—an order of magnitude higher than the global benchmark’s $2.6 monthly swing. In other words, Recreation and Travel’s CPP range ($108 between low and high) roughly matched its own annual average, underscoring a highly dynamic cost environment.

Seasonal and monthly dynamics

The category traced a recognizable seasonal rhythm with sharper amplitude:

• A holiday‑season premium in November–December was followed by a January reset.
• February delivered an atypically sharp rebound, briefly returning to peak‑like levels.
• Spring into late summer (April–August) ran steadier, with CPP mostly in the $90s.
• Early fall tightened further ($102 in September) before an outsized October ramp to $170, making Q4 the costliest period in this window.

By contrast, the global all‑industry series moved in a narrow band of $43–$54: a gentle rise into February, mid‑year stability around $48–$51, and a soft October at $43.

Category vs. global benchmark

Recreation and Travel outpaced the market every month:

• On average, CPP was 117% above the global level ($107 vs. $49).
• The narrowest gap appeared in January (+18% vs. global).
• The widest gap landed in October (+291% vs. global).
• Through late spring and summer, the category stayed 69–109% above market (July–September), then accelerated again in October.
• While the global benchmark rose steadily into February (+16% from November) and eased modestly thereafter (−19% by October), Recreation and Travel’s trajectory was notably choppier, with multiple double‑digit swings.

In sum, Facebook Ads benchmarks for cost per purchase in Recreation and Travel across all countries show persistently higher, more volatile acquisition costs than the all‑industry norm, with pronounced spikes in Q4 and an acute February rebound. Understanding Facebook Ads cost-per-purchase benchmarks for the Recreation and Travel industry across all countries helps teams interpret country-specific ad costs alongside broader CPC trends, CPM analysis, and CTR performance, and compare CPP patterns to the global baseline.