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August 2025 - August 2026
Detailed observation of presented 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.
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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