Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
The headline: CPMs for Public Administration ads across all countries ran far below the global Facebook Ads benchmarks throughout the period, with a clear mid-year slide, a brief October pop, and a dramatic December low. While the global market climbed into a classic Q4 peak, Public Administration CPMs behaved differently—choppier, cheaper, and more prone to sharp month-to-month moves.
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 across all countries compared to the global benchmark.
Across January 2025 to January 2026, Public Administration CPMs averaged $5.88 and carried a median of $5.92, well under the global average of $19.81 (median $19.67). The period opened at $9.79 in January 2025 and closed at $2.76 in January 2026, a 72% decline. The year’s high arrived in October 2025 at $10.55; the low came in December at just $1.73.
Momentum unfolded in three chapters:
Volatility averaged 2.12 CPM points in absolute month-to-month change—meaningfully higher than the global benchmark’s 1.63. The choppiness shows up in outsized moves: October’s jump, November’s pullback, and December’s collapse.
Seasonality diverged from typical auction patterns. Public Administration CPMs softened through spring and summer, bottoming in July. Q4 dynamics were unusual: the surge arrived early in October instead of peaking in late November or December. After October’s high, pricing cooled quickly—far below the broader market’s Q4 climb—before finding a modest January floor.
Public Administration CPMs sat materially below the global benchmark every month—on average 70% cheaper. The gap ranged from 45% below in January 2025 (the narrowest spread) to 92% below in December (the widest). While the global trend climbed steadily into November (+42% from January to November), Public Administration slid into mid-year, spiked briefly in October, and then diverged sharply in December. Volatility was also higher for Public Administration, with roughly 30% larger monthly swings than the global market.
In short, Facebook Ads CPM analysis shows Public Administration across all countries delivered persistently low costs versus the global benchmark, marked by a mid-year drift, an October high, and a December floor. These Facebook Ads benchmarks illustrate industry ad performance where CPM trends are distinctly cheaper and more variable than the market average—useful context for understanding country-specific ad costs in aggregate and how Public Administration CPM performance compares to global patterns.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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