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December 2024 - December 2025
Detailed observation of presented data
Recreation and Travel ads across all countries posted a notably higher click-through-rate than the overall market, but with far sharper month-to-month swings. The category opened soft in December 2024, surged into January, dipped in February and June, then crested in late summer before easing into October and stabilizing in November. The result is a year shaped by pronounced peaks and quick corrections rather than a smooth climb.
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.
Recreation and Travel CTR started at 1.35% in December 2024 and ended at 2.02% in November 2025, a 49% lift from start to finish. The category averaged 1.98% across the period, with a high of 2.46% in August and a low of 1.35% in December. The monthly rhythm was choppy:
Volatility averaged 0.38 percentage points month over month, showing far sharper swings than the global benchmark’s 0.05-point average. The category’s range (1.10 points from trough to peak) was roughly triple the market’s range over the same window.
The category’s CTR performance was most buoyant in late summer: July–September averaged 2.20%, well above the rest of the year. Early Q1 was unusual—January spiked to one of the highest months, then activity normalized in February before rebuilding through spring. Q4 softened in October and steadied in November at roughly 2.00%, aligning with typical end-of-year competition that can dilute engagement.
By quarter, the patterns are clear:
Against the global benchmark (all industries, all countries), Recreation and Travel was higher on average: 1.98% vs. 1.82% (+0.16 points, roughly +9%). From January through November, the category averaged 2.04% versus the market’s 1.83%, an advantage of about 12%.
The gap ranged widely:
The global trend rose steadily from February to October (about +22%) before easing in November, while Recreation and Travel traced a choppier path with larger amplitudes and a pronounced late-summer crest.
Facebook Ads benchmarks for CTR show Recreation and Travel in all countries running above the global average but with significantly more volatility, peaking in August and steadying into late Q4. Understanding CTR performance for the Recreation and Travel industry in all countries helps advertisers evaluate category dynamics against global patterns and interpret country-aggregated, industry ad performance within broader Facebook Ads benchmarks.
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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