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January 2025 - January 2026
Detailed observation of presented data
Recreation and Travel’s Facebook Ads CTR performance across all countries ran hotter than the global all‑industry benchmark on average, but it moved with far sharper swings. The category opened the year elevated, surged into late summer, and then slipped into a decisive year‑end low—an arc that contrasts with the steadier global climb into Q4. 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 2025, Recreation and Travel CTR averaged 1.98%, with a median of roughly 1.95%. The year began at 2.44% in January and ended at 1.31% in December, a 46% decline from start to finish. The high point arrived in August at 2.48%, while December marked the low. The category’s peak‑to‑trough spread was 1.16 points, underscoring a broad range of engagement.
Month to month, the narrative had distinct chapters. January’s strong 2.44% fell sharply in February (−35%), then stabilized between March and May (1.94%–2.17%). June dipped to 1.75%, followed by a summer rally: 1.90% in July and a notable lift to 2.48% in August (+31% MoM), before easing to 2.24% in September. Q4 softened, with 1.94% in October, a brief rebound to 2.06% in November, and a decisive drop to 1.31% in December (−36% from November). Volatility averaged 0.36 points per month—far choppier than the global trend.
The category’s rhythm leaned toward a two‑peak year: an early‑year lift (January) and a stronger late‑summer crest (August). Q3 was the most engaged quarter, averaging 2.20%, followed by Q1 (2.00%) and Q2 (1.95%). Q4 was the softest (1.77%), defined by a late‑year slide that erased much of the summer’s gains. This cadence—strength into August, then step‑downs into October and December—suggests pronounced seasonality in CTR performance for Recreation and Travel across all countries, distinct from broader market patterns.
Against the global all‑industry benchmark, Recreation and Travel CTR was higher on average (1.98% vs. 1.84%, +0.14 points, about +8%). It outperformed the market in 8 of 12 months, most notably in August (+0.57 points, about +30%) and January (+45%). Parity was closest in July (+0.01 points). Underperformance clustered in February (−3.6%), June (−1.9%), October (−3.7%), and especially December (−0.81 points, about −38%).
The trajectories diverged: the global benchmark climbed from 1.69% in January to 2.12% in December (+26%), with mild, steady gains and a Q4 high. Recreation and Travel moved in bigger arcs and ended below market in December, reflecting a more volatile profile (0.36 points average monthly swing versus the global 0.07) and a wider high‑low range (1.16 points vs. 0.46).
Facebook Ads benchmarks for CTR show Recreation and Travel across all countries averaging 1.98% in 2025—generally above market, but far more volatile, with a summer peak and a pronounced year‑end trough. Understanding CTR performance patterns for the Recreation and Travel industry across all countries helps teams evaluate country‑agnostic ad engagement and compare industry ad performance to global CPM/CTR/ CPC trends.
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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