Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Recreation and Travel CPMs ran consistently below the overall market this past year but ended the period with a notable closing of the gap. 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.
Beginning in July 2025, Recreation and Travel cost-per-thousand-impressions (CPM) sat at about $11.63 and finished July 2026 around $14.88 — a net lift of roughly +28% across the 13-month series. The category’s average CPM was ~$11.94, with a low of $9.44 in December 2025 and a peak of $15.52 in June 2026. By contrast, the global baseline averaged ~$20.58 over the same months (range $16.47–$24.26).
Month-to-month movement was brisk: the largest single upward moves came in March→April (+33.6%) and May→June (+13.9%); the sharpest pullback was November→December (−24.8%). On average Recreation and Travel shifted by about $1.56 per month in absolute terms, which translates to roughly 13% average monthly volatility versus its own mean.
Seasonality shows classic holiday troughs and spring lifts for Recreation and Travel. Late Q4 (December) produced the year’s low ($9.44), followed by a gradual recovery through Q1 that accelerated into a spring/summer peak (April–June). June 2026 captured the high-water mark at $15.52, after which July edged modestly lower.
The global baseline followed a somewhat different rhythm: a pronounced spike in November 2025 (the year’s highest global CPM at $24.26) and a steep pullback into summer 2026 (July baseline fell to $16.47). That divergence in timing is why the relative gap narrowed substantially by the end of the series.
Across every month, Recreation and Travel CPMs were below the global benchmark. The sector trailed global CPMs by roughly 10% at its narrowest (July 2026) and by about 56% at its widest (March 2026). On average the Recreation and Travel CPM sat ~42% below the global level for this period.
In absolute dollars the sector moved less each month than the global baseline ($1.56 vs. $1.92 average absolute monthly change), but because its mean is lower that translates to higher percent volatility (≈13% vs ≈9% for the baseline). Put another way: smaller dollar swings, but choppier in relative terms compared with overall market CPMs.
This CPM analysis offers a clear view of Recreation and Travel industry ad pricing across All countries available versus the global benchmark. For people tracking Facebook Ads benchmarks, CPM analysis, CPC trends, CTR performance, country-specific ad costs, and broader industry ad performance, the data show a sector that spent materially less than the global average for most of the year, then moved closer to parity as global CPMs softened into mid-2026.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPM values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Competition, seasonality, audience size, and ad quality affect CPM. Q4 can cost more. Smaller audiences and lower relevance scores often lead to higher CPMs.
Campaign objectives, bidding strategies, and time of day can change CPM. Conversion campaigns usually have higher CPMs than traffic campaigns, while broad targeting tends to 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.
Audience size and targeting both matter. Audience quality, including intent and fit with your offer, usually has more impact than size. Extremely tight audiences can raise CPM because delivery opportunities are limited.
Use CPM for awareness campaigns and CPC or CPA for performance campaigns. A high CPM can increase costs across the funnel.
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