Facebook Ads Cost Per Purchase Benchmarks for Recreation and Travel

Introduction

Recreation and Travel ran hot across all countries in 2025, with cost per purchase consistently sitting well above the global all‑industry benchmark. The year opened quietly, then surged in bursts—first in February, then decisively through Q4—ending at the annual high. Volatility was a defining feature: sharp spikes and short pullbacks rather than a smooth climb. 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.

The story in the data

Cost per purchase (CPP) in Recreation and Travel started at $56.06 in January and finished at $186.39 in December—up 233% from the start. The annual average landed at $108, more than double the global all‑industry average of $51.40 (about 2.1x the market).

The low came in January ($56), followed by the first jolt in February ($154, a $98 jump month over month). March cooled to $70, and April–May settled into a tight band around $91. Mid‑year eased further—June at $85.56 and July at $78.96—before momentum rebuilt: $90.77 in August, $112.86 in September, then a fresh surge to $150.43 in October. November dipped to $126.54, and December closed at the peak ($186.39). Across the year, the average month‑to‑month swing was $33.7, or roughly 31% of the annual mean—far choppier than the global benchmark’s $1.77 average monthly move.

Seasonal and monthly dynamics

The rhythm of the year showed three distinct phases:

• Q1 was uneven: a soft January, an overshoot in February, and normalization in March (Q1 average: ~$93.6).
• Q2 stabilized around the low $90s (Q2 average: ~$89.2), with the tightest spread of the year.
• Q3 rebuilt from July’s local trough to September’s $112.86 (Q3 average: ~$94.9).
• Q4 accelerated sharply, averaging ~$154.5 with October and December as standout highs—consistent with heavier late‑year demand and rising competition typical in travel seasonality.

Country vs. Global

Recreation and Travel CPP stayed above market every month. The premium was narrowest in January (+5% vs. the global benchmark) and widened meaningfully by late year: +112% in September, +186% in October, +168% in November, and +313% in December. While the global all‑industry trend softened modestly from $53.25 in January to $45.08 in December (−15%), Recreation and Travel rose +233% over the same period. Volatility was also markedly higher: average monthly swings were about 19x the global benchmark, underscoring a more turbulent cost environment for this industry.

Closing

In 2025, Facebook Ads benchmarks for cost per purchase in Recreation and Travel across all countries showed sustained above‑market levels, pronounced Q4 escalation, and materially higher volatility than the global norm. While this summary focuses on CPP, it complements broader Facebook Ads benchmarks—spanning CPC trends, CPM analysis, and CTR performance—to frame industry ad performance and country‑specific ad costs at a global scale. Understanding cost per purchase benchmarks for Recreation and Travel across all countries helps marketers gauge how this category’s acquisition costs compare to global patterns.