Facebook Ads Cost Per Purchase Benchmarks for Recreation and Travel in South Africa

Overview and main takeaways

This analysis looks at cost per purchase trends for industry Recreation and Travel and target country South Africa 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: The selected data averaged 32.27, which is 33.7% below the global baseline average of 48.69 across the same months.
• Direction of change: South Africa moved sharply lower from November 2024 to August 2025 (-80.4%), while the global baseline rose slightly over the same start–end points (+5.8%).
• Volatility: The selected series showed high variability (average absolute change of about 29% between observed months) versus the baseline’s steadier 6.7%.
• Seasonality: Both series are elevated around Q4–Q1, aligning with typical holiday-period pressure; costs then ease into mid-year. The selected series drops more aggressively into July–August.

Selected data trends

• Average: 32.27 across the reported months.
• High and low:
• High: 65.26 in January 2025.
• Low: 10.69 in August 2025.
• Trend: From 54.59 in November 2024 to 10.69 in August 2025 (-80.4%).
• Volatility and notable moves:
• November to January: +19.6% (54.59 to 65.26).
• January to February: -47.1% (65.26 to 34.50).
• February to March: -35.4% (34.50 to 22.29).
• March to June: +7.0% (22.29 to 23.84).
• June to July: -38.3% (23.84 to 14.70).
• July to August: -27.3% (14.70 to 10.69).

This sequence shows a peak in January followed by a sustained decline into late winter and mid-year, with the lowest cost per purchase in August.

Comparison with the global baseline

• Baseline average (same months): 48.69. The selected series is 33.7% below this level on average.
• High and low (overlapping months):
• High: 53.89 in February 2025.
• Low: 43.19 in November 2024.
• Direction: Baseline edges up from November (43.19) to August (45.69), +5.8% overall.
• Volatility: Baseline average absolute change between the same checkpoints is 6.7%, notably calmer than the selected series (29%).

Monthly positioning versus global:

• November 2024 and January 2025: above market (+26% and +25% respectively).
• From February onward: below market, widening from -36% (February) to -77% (August).

Seasonality and context

• Seasonal pattern aligns with expectations for Facebook Ads benchmarks: costs typically increase in Q4 around holiday periods and remain elevated into January–February. The global data supports this, with higher cost per purchase in Q4–Q1 and a gradual easing toward mid-year, then a sharper global drop by September.
• In South Africa’s Recreation and Travel segment, the pattern is more pronounced: a January high followed by consistent, steep declines into July–August, well below global levels by late period.

Monthly highlights

• Peak pressure: January 2025 at 65.26 (above global level).
• Steepest single drop: January to February (-47.1%).
• Mid-year trough: August 2025 at 10.69, the lowest observed and 76.6% below the global benchmark for that month.

Understanding cost per purchase benchmarks on Facebook Ads in industry Recreation and Travel and South Africa helps advertisers make more efficient budget and creative choices.