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Facebook Ads Cost Per Purchase Benchmarks for Recreation and Travel in United States

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Cost Per Purchase for Recreation and Travel in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, this analysis reviews cost-per-purchase trends for Recreation and Travel in the United States versus the global baseline.
  • The United States series sits well above market overall: average cost-per-purchase is 90.62, about 90% higher than the global baseline average of 47.82.
  • High volatility characterizes the United States series (median month-to-month change ~45%; average ~54%), versus a much steadier global baseline (median ~2% and average ~7%).
  • Seasonal patterns are pronounced: a Q4 build into December, a sharp January dip, and notable spikes in February and September. The baseline shows a mild February lift and a pronounced September low.
  • From October 2024 to September 2025, the United States series rose 147%, while the global baseline declined 31%.

Overview

This analysis looks at cost-per-purchase trends for industry Recreation and Travel and target country United States compared to the global trend. It summarizes averages, highs and lows, month-to-month movement, and seasonal patterns to benchmark United States advertising costs against market-wide performance.

Selected data (United States, Recreation and Travel)

  • Average across the period: 90.62.
  • High: 158.49 in February 2025; other peaks at 154.26 in September 2025 and 137.68 in December 2024.
  • Low: 51.21 in January 2025.
  • First to last month: from 62.55 in October 2024 to 154.26 in September 2025 (+147%).
  • Volatility: average absolute month-to-month change ~54%; median ~45%.
  • Notable movements:
  • October → December climbs steadily (62.55 → 94.93 → 137.68).
  • January dips to the series low (51.21), followed by a spike in February (158.49; +209% vs January).
  • A relatively stable stretch April–June (76.78, 72.24, 72.60), softening in July (61.21).
  • August increases (83.32) and September surges again (154.26; +85% vs August).

Global baseline

  • Average across the period: 47.82.
  • High: 53.89 in February 2025.
  • Low: 32.29 in September 2025.
  • First to last month: from 46.67 in October 2024 to 32.29 in September 2025 (-31%).
  • Volatility: average absolute month-to-month change ~7%; median ~2%.
  • Seasonal shape: modest lift into December–February, steady mid-year, sharper drop in September.

United States vs. global comparison

  • Level: The United States is above market in every month except January 2025 (51.21 vs baseline 52.31, slightly below). The largest gaps appear in December 2024 (+167%), February 2025 (+194%), and September 2025 (+378%).
  • Seasonality: Both series show higher costs around Q4, but the United States amplifies the pattern (Q4 average 98.38 vs global 47.13). The United States also shows a late-summer/early-fall rise culminating in a September spike, while the global baseline drops to its annual low in September.
  • Stability: The United States displays markedly higher variability than the global trend, with bigger swings between months.

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

Understanding the Data

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. For campaigns targeting United States, advertisers often face higher costs due to high competition and purchasing power. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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