Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Recreation and Travel CPMs ran meaningfully below the overall market throughout the 13‑month window, then picked up strong momentum into mid‑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 for cost‑per‑thousand‑impressions (COST_PER_THOUSAND_IMPRESSIONS / CPM).
Across June 2025–June 2026 the Recreation and Travel median CPM averaged about $11.86, starting at $11.63 in June 2025 and finishing at a peak of $16.91 in June 2026 — a full +45% lift from the opening month. The low point was $9.47 in December 2025, and other troughs appeared around September 2025 ($9.63) and March 2026 ($9.85). By contrast the global baseline averaged roughly $20.75, with a floor near $18.80 (June 2025) and a high of $24.21 (November 2025).
In absolute terms Recreation and Travel CPMs were about $8.89 lower on average than the global benchmark — roughly 43% below the baseline. Monthly movements were pronounced: the Recreation and Travel series recorded average absolute monthly swings of about $1.63 and a standard deviation near $2.04, indicating somewhat sharper month‑to‑month moves than the global set (global avg abs change ≈ $1.48; SD ≈ $1.95).
Key monthly movements include the late‑2025 dip into December, a recovery in early 2026, and a sustained climb from March to June 2026 that produced the series’ highest value in the final month.
Seasonal rhythm is visible. Late Q3 and early Q4 (September → December 2025) show softening for Recreation and Travel CPMs, with the lowest point in December. The global baseline, by contrast, spikes in November 2025 (peak CPM near $24.21) before easing in December. Early Q1 2026 offers a modest rebound for Recreation and Travel, followed by an accelerating lift across spring that culminates in a strong June 2026 high.
Volatility is not uniform: the Recreation and Travel curve had abrupt month‑to‑month lifts in October 2025 (+$2.64 vs September) and again from April→June 2026 (spring lift totaling about +$3.72), while sharper declines occurred into December 2025 (−$3.10 from November).
Viewed relative to the global benchmark, Recreation and Travel CPMs were consistently below market. On average the gap sat at roughly −43%, with the narrowest gap occurring when Recreation and Travel rose into mid‑2026 and the widest during the global November 2025 peak. The global trend was steadier in absolute terms (+16% from June 2025 → June 2026), while Recreation and Travel exhibited a choppier profile and a larger relative gain over the final three months (+22% Mar→Jun 2026; +45% Jun→Jun overall).
Understanding cost‑per‑thousand‑impressions (CPM) benchmarks, Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country‑specific ad costs, and industry ad performance for Recreation and Travel across All countries available provides a data‑grounded view of how travel sector pricing moved against global ad market pressure.
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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app