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February 2025 - February 2026
Detailed observation of presented data
Recreation and Travel CTRs spent the year oscillating around the global market, ultimately losing momentum into winter. Across all countries, the industry’s Facebook Ads click-through-rate started strong, surged mid-year, then slipped sharply in December and January — a very different cadence from the global benchmark, which climbed steadily into a Q4 high. 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.
Across Jan 2025–Jan 2026, CTR for Recreation and Travel averaged 1.95%, slightly above the 1.86% global median. The period opened at a high: 2.44% in January 2025 — the top month of the year — before a sharp correction to 1.60% in February (−34%). Momentum rebuilt through spring (March 1.95%, April 1.94%, May 2.18%), eased in June (1.75%), then lifted into a late-summer crest in August (2.44%) and September (2.25%).
From that September shoulder, CTR cooled into October (1.96%), steadied in November (2.07%), then fell hard in December (1.49%, −28% MoM) and continued lower in January 2026 (1.40%). Over the full span, the metric declined 43% from the January 2025 peak to January 2026’s trough. Volatility averaged 0.32 percentage points month-to-month — markedly choppier than the market baseline.
Key levels:
The industry showed two clear engagement windows: an early-year pop (January) and a late-summer lift (August–September). Spring was relatively firm, with May standing out at 2.18%. The softest stretch arrived at year-end: despite a modest November uptick, December marked the steepest drop of the year, followed by the period low in January 2026. This pattern contrasts with typical Q4 dynamics where broader market activity intensifies, reflecting how Recreation and Travel engagement can diverge from cross-industry promotional peaks.
Relative to the global benchmark, Recreation and Travel was generally above market but notably more volatile:
The market baseline rose steadily (+23% from January 2025 to January 2026), peaking in December at 2.10%. Recreation and Travel moved the other way, sliding 43% over the same window and undershooting the baseline in December (−29%) and January 2026 (−33%). Baseline volatility averaged 0.06 points monthly, versus 0.32 points for the industry, underscoring a fivefold increase in month-to-month swings for Recreation and Travel.
As a Facebook Ads benchmarks snapshot, CTR performance for Recreation and Travel across all countries averaged 1.95%, spiking in January and late summer before a sharp year-end decline that diverged from the global uptrend. Understanding click-through-rate benchmarks for the Recreation and Travel industry in All countries helps marketers evaluate engagement rhythms and compare industry ad performance to 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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