Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Recreation and Travel CPMs across all countries ran consistently below the global Facebook Ads benchmarks, yet showed livelier month-to-month movement. The category opened high in November 2024, sank into a typical Q1 trough, then rebuilt through spring and summer before a sharp September dip and a decisive Q4 lift that culminated in a new peak by November 2025. 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.
Recreation and Travel CPMs started at $13.42 in November 2024, slid to $11.35 in December, and bottomed at $8.94 in January 2025. From there, CPMs recovered to $10.14 in February and $11.88 in March, eased in April ($10.69), and settled into a mid-year band near $11–12 from May through August. A notable September dip to $9.68 was followed by a sharp jump to $13.07 in October and a cycle-high $13.71 in November 2025. Over the full period, the category averaged $11.43, with a low of $8.94 (January) and a high of $13.71 (November 2025). From the January low to the November peak, CPMs rose 53%. Measured month-to-month, absolute volatility averaged 1.33 points, signaling crisper swings than the market overall.
Key monthly moves:
The rhythm reflects familiar seasonality for ad costs: a soft Q1 trough, spring recovery, and stable summer pricing. The early fall lull in September stands out as the deepest off-season dip before Q4 momentum reasserted itself. While Q4 often tightens market CPMs, Recreation and Travel’s pattern was distinct: a pronounced November lift (both 2024 and 2025), with December 2024 notably softer than November, underscoring how category-specific demand can diverge from broader market timing.
Against the global benchmark (all industries, all countries), Recreation and Travel CPMs averaged $11.43 versus the market’s $19.77—about 42% lower. The gap rarely closed: the category sat 35–50% below global levels throughout the period. The narrowest gap arrived in November 2025 (roughly 35% below: $13.71 vs. $21.13), while the widest gaps occurred in January and September 2025 (~50% below). Trajectories also diverged: the global series drifted down year over year (from $24.05 in November 2024 to $21.13 in November 2025, −12%), while Recreation and Travel edged up slightly (+2% YoY, $13.42 to $13.71). Volatility was higher in the category (average monthly move of 1.33 points) than in the global benchmark (1.11 points).
This CPM analysis of Facebook Ads benchmarks shows Recreation and Travel across all countries running well below market prices but with sharper monthly swings and a decisive late-year lift. Understanding Facebook Ads CPM benchmarks for the Recreation and Travel industry across all countries helps advertisers assess country-specific ad costs and compare industry ad performance to global patterns.
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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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.
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