Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The main story: Public Administration CPMs ran consistently above the global benchmark but with pronounced volatility — a steep mid‑year trough in September followed by several sharp rebounds through early 2026. 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 Administration in All countries available compared to the global benchmark.
Cost per thousand impressions (COST_PER_THOUSAND_IMPRESSIONS) for Public Administration averaged about $23.30 over the 12‑month window (June 2025–May 2026). The series started at $22.04 in June 2025 and finished at $25.77 in May 2026 — a net lift of roughly 17% from start to finish. The high point was $30.91 in April 2026; the low point was a dramatic $6.89 in September 2025.
Monthly movements were abrupt: a mild rise into July ($25.37), a small pullback in August ($22.35) and then the pronounced September plunge to $6.89 — a drop of roughly $15.46 from August. October staged an immediate rebound to $25.91, followed by peaks in November ($27.42) and February ($28.22). March and some other months showed softer reads (March at $18.24). Over the period the average absolute month‑to‑month swing was approximately $7.49 — a level of choppiness driven largely by the September trough and the April peak.
Rhythm across the year reads uneven rather than smoothly seasonal. Late summer into early autumn produced an outsized dip (September), after which Q4 displayed strength (October–November) and December tempered but stayed above baseline. Early Q1 flashed mixed signals: a January softening, February spike, then a March decline, and an April surge to the year’s peak. These patterns create a cadence of sudden declines and rebounds rather than steady seasonal ebbing; the data shows sharper, more episodic swings than what baseline seasonality typically implies.
Against the global benchmark (baseline CPM mean ≈ $20.68), Public Administration across All countries available ran about 12.7% higher on average. Month‑by‑month the gap varied: at its narrowest the sector was ~13% above the global CPM (November), and at its widest it dropped to ~64% below global in September — a dramatic outlier. Overall volatility was also materially different: the Public Administration series averaged ~ $7.49 in monthly absolute moves versus about $1.56 in the global baseline — roughly 4.8× more volatile. Most months were above the global CPM (e.g., February +42%, April +30%), with the single extreme deviation being September’s large underperformance.
Understanding these CPM analysis patterns — part of broader Facebook Ads benchmarks and industry ad performance signals — highlights how country‑wide aggregates and sector dynamics can diverge from average CPC trends or CTR performance when measured across All countries available for Public Administration.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Public Administration 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.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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