Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Recreation and Travel CPMs ran well below the global market in 2025, but with a recognizable Q4 surge and a sharp year-end reset. Across all countries, costs rose from winter into spring, steadied through summer, spiked in October–November, and then fell back in December—mirroring broader platform seasonality, but at a lower cost base and with slightly choppier month-to-month moves.
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 compared to the global benchmark.
Seasonally, the category followed a classic arc. Early Q1 costs were subdued, then lifted into March. Q2 and summer were comparatively steady, aligning with sustained travel interest but without runaway pricing. September marked a shoulder-season dip. The Q4 run-up was clear: CPMs surged in October and held in November—typically when competition intensifies—before easing sharply in December as auction pressures reset post-peak.
Against the all-industry global baseline, Recreation and Travel ran structurally cheaper across all countries:
In summary, Facebook Ads benchmarks show Recreation and Travel CPMs across all countries averaging $11.01 in 2025—consistently below the global market, with a recognizable October–November peak and a December reset. This CPM analysis underscores industry ad performance dynamics for Recreation and Travel across all countries, offering a clear read on country-agnostic ad costs relative to global patterns. Understanding Facebook Ads cost-per-thousand-impressions benchmarks for Recreation and Travel in all countries helps advertisers evaluate cost trends against the global baseline.
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
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Cost per lead across different markets
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