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July 2025 - July 2026
Detailed observation of presented data
Recreation and Travel click‑through-rate (CTR) ran ahead of the overall benchmark across the 13‑month window, but with much larger swings. 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.
At a glance: Recreation and Travel CTR averaged about 2.26%, above the global median of roughly 2.00%, yet the category showed pronounced seasonality and high month‑to‑month volatility — a slow climb into summer 2025, a December trough, then a sharp rebound through spring into a June 2026 peak.
June 2025 began at 1.73% CTR for Recreation and Travel and ended at 3.37% in June 2026 — a near doubling (+95%) over the year. The sector average was ~2.26%, with a low of 1.67% in December 2025 and a high of 3.37% in June 2026. By contrast the global benchmark averaged ~2.00%, ranging from 1.78% (June 2025) to 2.17% (April 2026).
Key monthly movements: CTR rose from 1.73% in June 2025 to a summer high of 2.50% in August 2025 (+45% vs June), eased into October, fell to the year low of 1.67% in December 2025 (down ~34% from August), then resumed an upward trajectory — notable jumps of ~0.42 percentage points in April→May 2026 and ~0.64 points in May→June 2026.
Volatility was a defining feature. Recreation and Travel averaged roughly 0.33 percentage points of absolute month‑to‑month movement, compared with the global baseline’s ~0.06 pp. In other words, this industry was about 5–6× more volatile than the overall market in the same period.
The rhythm shows familiar seasonality: summer months (July–August) delivered elevated CTRs, a pronounced softening in late Q4 (December) produced the year’s trough, and engagement rebounded strongly through Q1 and into late spring/early summer. The December dip is the most distinct seasonal low; the strongest sustained uplift appears across late spring 2026 into June, culminating in the dataset’s single largest month‑over‑month gain.
Across the cycle, short bursts of lift (August 2025, March–June 2026) alternated with brief pullbacks (October 2025, December 2025, January 2026), creating a choppy but upward momentum into mid‑2026.
Compared to the global benchmark, Recreation and Travel was mostly above market: in 9 of 13 months the category exceeded the baseline CTR. The typical gap averaged +0.26 percentage points, about +13% relative to the global median. Gaps varied from slightly below baseline (June 2025: −3%; October 2025: −1%; December 2025: −19%) to much higher (June 2026: +62%). The global trend showed a modest, steady rise (~+17% from start to end), while Recreation and Travel was choppier and ended the period materially higher (+95% from June 2025 to June 2026).
Understanding Facebook Ads click‑through‑rate benchmarks for Recreation and Travel across All countries provides a data‑grounded view of CTR performance, seasonal bends, and how industry ad performance compares to broader CPM analysis, CPC trends, and country‑specific ad costs in the global dataset.
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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