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October 2025 - September 2026
Benchmark observations based on the selected data
Recreation and Travel outpaced the global benchmark over this 13‑month window, but it did so with notably higher 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.
In plain terms: click-through-rate (CTR) for Recreation and Travel started near 2.03% in July 2025 and finished strong at 3.09% in July 2026 — a lift of roughly 52% from first to last month. The global benchmark also rose, but more gently (+25%). Recreation and Travel showed a pronounced summer spike and a sharp December trough, producing a pattern of momentum and rebound rather than a steady climb.
Selected Recreation and Travel CTR averaged about 2.34% across the period (range 1.67%–3.40%). The month-by-month arc: July 2025 = 2.03%, a peak in June 2026 = 3.40%, and July 2026 closing at 3.09%. The low point was December 2025 at 1.67%, a roughly 48% drop from the March–June run-up.
By comparison the global baseline averaged 2.04% (range 1.87%–2.34%). On average, Recreation and Travel sat ~15% above the global CTR. Yet that average masks variability: month-to-month absolute movement in Recreation and Travel averaged ~0.34 percentage points, versus ~0.08 points for the global benchmark — roughly four times more volatile.
Key monthly moves: a strong lift from May to June 2026 (+0.83 points, the largest single jump), a December dip to 1.67%, and steady rebounds through early 2026 that culminated in the summer spike.
The cadence reads like a travel cycle. Late Q2 into early summer (May–June 2026) produced the biggest uplift, pushing CTR to the 3%+ band. Activity weakened into December, with the December 2025 trough interrupting the winter months before engagement rebounds in Q1 2026. Smaller mid‑year oscillations (Aug–Oct 2025) show pickup and retrenchment, while the final month (July 2026) retains much of the prior peak’s momentum.
Across the year the pattern alternates between peaks in late spring/summer and softer winter months, creating a rhythm of lift, decline, and rebound rather than a flat seasonal line.
Relative to the global baseline, Recreation and Travel CTR was above market for most months but not uniformly so. The gap ranged from about −19% (December 2025, when Recreation and Travel trailed the global benchmark) to +68% (June 2026, when it outperformed strongly). The narrowest gap occurred in October 2025 (approximately 2% below global), while the widest occurred in June 2026. Overall, the global trend rose steadily (+25% July‑to‑July), while Recreation and Travel showed a choppier, higher‑variance climb (+52%).
Understanding Facebook Ads click-through-rate benchmarks for Recreation and Travel in All countries helps advertisers evaluate CTR performance and compare industry ad performance to broader CPM analysis and country-specific ad costs across global markets.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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