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November 2024 - November 2025
Detailed observation of presented data
Public Safety acquisition costs ran well above the market through the period, but with dramatic swings. The series opened extremely elevated in November 2024 and spent most of 2025 easing toward a midyear plateau, before a sudden September drop and an October rebound. Compared with the global benchmark, Public Safety paid a consistent premium in most months, briefly converging in February and dipping below market only in September.
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.
Looking at median cost per purchase (CPP), Public Safety started at 283.94 in November 2024 and ended at 107.87 in October 2025, a 62% net decline over the period. The category averaged 125.73 across the ten months with data (gaps in December and April), ranging from a high of 283.94 in November to a low of 27.65 in September.
Momentum shifts were pronounced:
Volatility averaged 54.7 points per interval in Public Safety, reflecting far sharper swings than the global benchmark’s smoother cadence.
The pattern suggests classic end-of-year pressure, with elevated CPP in November and a reset into Q1. February appeared as a short-lived trough before a March rebound, aligning with post-holiday stabilization. Through midyear (May–August), the series settled into a gentler downtrend, implying steadier acquisition conditions. Late Q3 brought a jolting dip in September—the lowest month of the timeline—followed by an October bounce as competition typically builds heading into year-end.
Against the global all-industry benchmark, Public Safety remained above market for most of the year. Using the same months for comparison, Public Safety averaged 125.73 versus 48.97 globally—about 157% higher on average.
While the global trend averaged 49 and moved within a tight 43–54 band, Public Safety’s CPP traced a much choppier path, with a broad 28–284 range and multiple double-digit month-to-month moves.
Understanding Facebook Ads benchmarks for cost per purchase in the Public Safety industry across all countries highlights a year defined by elevated, highly variable acquisition costs that periodically converged with the market before breaking away again. While CPC trends, CPM analysis, and CTR performance add context to country-specific ad costs, this summary focuses on CPP to anchor industry ad performance against the global benchmark.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Public Safety 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. 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.
Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.
Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.
Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.
Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.
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