Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Recreation and Travel CPMs sat well below the market all year, but with a distinct rhythm of their own. Across all countries, median Facebook Ads CPMs for this industry climbed from winter into mid‑year, spiked in October–November, then reset sharply in December—breaking from the global Q4 inflation that typically persists through year‑end. Volatility was moderate in dollar terms, yet proportionally choppier than the global benchmark given the lower base.
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.
Month‑to‑month movement averaged a $1.21 swing, with the sharpest rise in October (+$2.91 versus September) and the steepest drop in December (−$3.83 versus November). Relative to its mean, that’s an 11% average monthly swing.
The industry’s CPMs typically strengthened from Q1 into early summer, held a mid‑year plateau, then eased late summer before the Q4 build. The Q4 profile was notable:
In aggregate, Q4 (October–December) averaged $11.52, elevated versus the full‑year mean but shaped by that December downdraft.
Against the global Facebook Ads benchmarks for CPM, Recreation and Travel remained consistently below market:
This CPM analysis highlights how Recreation and Travel advertising across all countries runs materially below the global benchmark, with a mid‑year lift, a pronounced October–November spike, and a December reset that diverges from broader market CPM trends. Understanding Facebook Ads benchmarks for Cost per Thousand Impressions in Recreation and Travel across all countries helps teams evaluate country‑agnostic ad costs and compare industry ad performance to global CPM dynamics.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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