Facebook Ads Cost Per App Install Benchmarks for Public Safety

Introduction

Global cost per app install in the Public Safety category moved through the last twelve months with a distinct mid‑year surge and a deep Q1 trough, ultimately finishing higher than it began. Because this slice represents all countries, it aligns with the global benchmark itself: the story here is the market’s story. The arc features a January low, a sharp June spike, and elevated late‑summer costs before moderating into October.

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 Public Safety across all countries compared to the global benchmark.

The story in the data

Across November 2024 to October 2025, global cost per app install for Public Safety averaged about 15.10, starting at 15.83 in November 2024 and closing at 19.14 in October 2025—an increase of roughly 21%. The year’s low arrived in January at 7.13, while the high printed in June at 27.90, creating a wide 20.77‑point range.

Momentum was choppy. Average month‑to‑month movement was 6.23 points, about 41% of the period’s mean—evidence of pronounced volatility. The steepest upswing came from May to June (+16.13), followed immediately by the sharpest correction in July (−15.21). Late summer re‑accelerated: August lifted to 18.24 and September climbed again to 23.31 before moderating to 19.14 in October. Roughly five of twelve months sat above the period average (notably November, June, August, September, and October).

Seasonal and monthly dynamics

Seasonality showed through clearly. The market softened through early Q1: December (11.30) and January (7.13) formed the year’s trough, with February (12.52) and March (8.83) still subdued. From there, costs climbed into Q2, culminating in the June spike to 27.90. The pattern then cooled in July (12.69) but re‑tightened into late summer as demand and competition lifted install costs in August and September. October eased back to 19.14, a moderation from September yet still above the annual mean. Looking at quarterly contours: Q1 averaged roughly 9.49, Q2 jumped to about 17.42 (driven by June), and Q3 held elevated at 18.08, nearly double Q1 levels.

These rhythms align with common platform dynamics: a soft post‑holiday/Q1, a mid‑year build, and late‑summer firmness, with Q4 (in this window represented by October and the prior year’s Nov–Dec) mixed rather than uniformly elevated.

Country vs. Global

Because the view here spans all countries, the Public Safety series mirrors the global benchmark—there’s no separate gap to quantify. The market rose overall (+21% from November to October), but did so with larger‑than‑average swings, dominated by a June spike and a late‑summer lift. In relative terms, the picture is “above market” only in months where the series cleared its own average (June, August, September, October); otherwise it trended “below average” within the same global frame.

Closing

Understanding Facebook Ads benchmarks for cost per app install in the Public Safety industry across all countries highlights a cyclical trough in Q1, a mid‑year surge peaking in June, and elevated late‑summer costs with October easing but still above average. While CPC trends, CPM analysis, and CTR performance add context, this CPI view captures the core acquisition cost profile for Public Safety apps globally and situates it within the broader market benchmark.