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November 2024 - November 2025
Detailed observation of presented data
Recreation and Travel stands out for engagement: across all countries, Facebook Ads click-through-rate (CTR) for this industry averaged 1.98% over the last 13 months, running about 9% above the global benchmark average of 1.82%. The pattern was energetic and seasonal, with a deep December trough, a sharp planning-season surge in January, and a late-summer peak in August. Volatility was a defining feature—bigger month-to-month swings than the steadier global curve—yet the period ended strong with CTRs well above where they began.
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.
CTR opened at 1.62% in November 2024, slipped to a yearly low of 1.35% in December, then vaulted to 2.45% in January 2025—the first major inflection. From there, Recreation and Travel settled into a higher band: March (1.98%) and April (1.96%) held near 2%, May lifted to 2.18%, and August posted the high watermark at 2.47%. September (2.24%) sustained momentum before a dip in October (1.99%) and a rebound in November 2025 (2.24%). Over the full window, the average was 1.98%, with a peak-to-trough span of 1.11 points.
The monthly rhythm was choppy: average absolute movement was 0.39 points, well above the global benchmark’s 0.05-point average swing. The sharpest single jump came in December to January (+1.09 points), followed by a pronounced lift into late summer (+0.58 points from July to August). End to end, CTR rose from 1.62% (Nov 2024) to 2.24% (Nov 2025), a +38% climb.
Seasonality was pronounced. Q4 2024 was soft (Nov–Dec average 1.49%), aligning with higher competition and shifting intent late in the year. Early Q1 brought a planning-led rebound: January spiked to 2.45%, while February eased to 1.60% before stabilizing near 2% in March–April. Q2 averaged 1.96% as performance consolidated.
The strongest run arrived in Q3: July–September averaged 2.20%, with August the annual peak (2.47%) and September still elevated (2.24%). Q4 2025 began with a brief October dip (1.99%) and a quick recovery in November (2.24%). The overall cadence suggests softer late-year engagement, a January surge, steady spring, and a pronounced late-summer high.
Against the global benchmark, Recreation and Travel was frequently “above market.” It outperformed in 8 of 13 months, matched near parity in July (+0.2%), and lagged only in five months (notably December 2024 at −20% vs. global). The widest positive gap appeared in January 2025 (+46% over global), with additional strong premiums in August (+27%) and May (+23%). The narrowest gap hovered effectively at zero in July; October (−2%) and June (−3%) were modestly below global levels.
Trend shapes differed as well. The global line rose steadily (+16% from Nov 2024 to Nov 2025) with a smooth climb into Q4. Recreation and Travel grew faster (+38%) and moved more dramatically, with larger month-to-month swings and a more pronounced Q3 apex. On average, Recreation and Travel’s CTR performance sat about 9% above the all-industry global benchmark, but with higher volatility.
Facebook Ads benchmarks show Recreation and Travel CTR performance across all countries running above global levels, marked by a January surge and an August peak, and ending the period significantly higher year over year. For advertisers comparing industry ad performance, CTR performance here provides a clear read on engagement, complementing broader CPC trends, CPM analysis, and country-specific ad costs. Understanding Facebook Ads click-through-rate benchmarks for the Recreation and Travel industry across all countries helps contextualize performance against global patterns.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average 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. 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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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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