Compare ecommerce conversion cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Recreation and Travel cost per purchase ran consistently above the global benchmark across this 13‑month series, with pronounced spikes in late 2025 and a sharp trough by July 2026. 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 available compared to the global benchmark.
Starting in July 2025 at about $88.79 per purchase, Recreation and Travel finished the period in July 2026 at roughly $34.83 — a net decline of about 61% year‑over‑year. Over the full window the Recreation and Travel median cost per purchase averaged approximately $110.40. The series hit its high in December 2025 at about $195.38 and its low in July 2026 at $34.83.
Key monthly moves shaped the narrative: a steady climb from July through October 2025 (roughly +13% to +22% month‑to‑month), a dramatic 66% jump into December 2025 from November, then a sustained high into February 2026. March 2026 delivered a sharp drop (~‑56% vs February), followed by a modest spring rebound (April–June hovering in the $77–$87 range) and then the steep slide into July. Across the period, Recreation and Travel values swung widely — far beyond the baseline.
By contrast the global benchmark averaged about $47.55 per purchase, with a peak near $55.98 (March 2026) and a low of $19.69 (July 2026).
Late‑year pressure is evident: costs climbed through Q3 into Q4 2025 and peaked in December, a familiar season of higher competition and elevated price points. Early 2026 retained elevated levels into January and February before a pronounced March correction. Spring showed partial recovery in April–June, then both series collapsed into July 2026. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1 — here that rebound was short‑lived for Recreation and Travel, giving way to a volatile spring.
Recreation and Travel cost per purchase was consistently above the global benchmark every month. On average it ran about 2.3x the global level (+132%). The narrowest gap occurred in March 2026, when Recreation and Travel was only ~17% above the global median (about $65.48 vs $55.98). The widest divergence was in December 2025, when Recreation and Travel ran roughly 294% higher than the global benchmark (about $195 vs $50).
Volatility was materially higher for the sector: average absolute month‑to‑month moves were around 26% for Recreation and Travel versus roughly 10% for the global baseline, signaling more abrupt swings in cost per purchase for the industry.
Understanding cost‑per‑purchase benchmarks for Facebook Ads and broader CPC trends, CPM analysis and CTR performance context for Recreation and Travel across All countries available offers a grounded view of industry ad performance and country‑specific ad costs versus the global market.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Recreation and Travel industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPP values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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. A higher CPA can work when the margin supports it. Measure CPA 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 advertisers stay within a target CPA. It suits experienced advertisers who can monitor performance and adjust regularly. It provides more control and 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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