Facebook Ads Cost Per App Install Benchmarks for Public Safety

Introduction

Cost-per-app-install in the Public Safety category moved unevenly across the 13-month window, with the market largely clustered under $20 per install until two dramatic spikes pushed the overall benchmark higher. 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 in All countries available compared to the global benchmark.

The story in the data

The series began in July 2025 at about $9.95 per install and finished in July 2026 at roughly $96.91 — an end point nearly 875% above the start. Across the period the median cost-per-app-install averaged about $21.8. The low point arrived in December 2025 at approximately $9.36, while the single largest high was July 2026 at $96.91. A secondary spike occurred in February 2026 when costs jumped to about $30.13.

Most months sit in a tighter band: from July 2025 through June 2026 (excluding February and July spikes) values largely ranged between $9 and $20, with a cluster around $12–$16 across Autumn 2025 and Spring 2026. Month-to-month absolute change averaged roughly $11.5 when the July 2026 spike is included; removing that outlier lowers average monthly movement to about $5.1 — illustrating how a small number of extreme months drive headline volatility.

Key movements: a steady rise from July to October 2025 (about $10 → $16), a pullback into December ($9.36), a rebound into January ($12.8) followed by a sharp February surge to $30.13, a reversion into mid-teens through June 2026, and then the large July 2026 spike to $96.91.

Seasonal and monthly dynamics

The rhythm shows softer pockets in late Q4 2025 (December trough) and relative stability in late spring 2026. Two clear anomalies punctuate that pattern: February 2026’s surge and the extreme July 2026 peak. The seasonal shape resembles a modest autumn climb, a year-end dip, an early-year volatility window, and a late-spring plateau until an abrupt mid-summer escalation.

These dynamics produce a mix of steady monthly medians for most of the year and occasional sharp excursions that create large swings in aggregate metrics. Across the window, the typical operating band for installs in Public Safety was under $20 except when episodic market conditions lifted costs substantially.

Country vs. Global

Because the provided benchmark represents all countries available, the Public Safety trend here is effectively aligned with the global baseline. Relative behavior shows periods that are “below average” (December and several mid-year months under $15) and moments that are markedly “above market” (February and especially July 2026). The global picture is therefore a low-to-mid-teens baseline punctuated by high-volatility months, making the series “more volatile” in months with demand or supply shocks and comparatively calm across the remaining months.

Closing

Understanding cost-per-app-install benchmarks for Public Safety in All countries available provides a clear view of how episodic spikes (February and July 2026) can reshape average costs while most months remain clustered under $20 — useful context for anyone tracking Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs, and broader industry ad performance in Public Safety across All countries available.