Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Public Safety’s cost-per-thousand-impressions (CPM) footprint ran below the overall market but with sharper swings and a few dramatic months. 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.
Across July 2025–May 2026, Public Safety’s median CPM averaged about $12.86, versus a global median of roughly $20.83 — about 38% lower on average. The series opened at a peak of $28.73 in July 2025 and finished at $20.77 in May 2026, a net decline of ~28% from start to finish. The low point occurred in January 2026 at $5.94, giving a full-range swing of roughly $22.79 between the year’s high and low.
Notable month-to-month moves include the July→August collapse (down ~76%), a deep January trough, and strong rebounds in February (+88% from January) and May (+41% from April). Over the 10 month-to-month transitions, average absolute movement was about $5.0 — illustrating a bumpy, stop-start cadence in Public Safety CPMs.
The rhythm shows a late-summer spike followed by a sharp pullback into late summer/early fall, a modest build into Q4, and a pronounced winter trough in January. After January’s low, momentum picked up through spring with stepwise gains in February, March and a stronger lift in April–May. The baseline (global) pattern was steadier: smaller month-to-month moves and a gradual rise into Q1–Q2 2026, reflecting more muted seasonal drag and a smoother climb into the spring selling period.
On a like-for-like timeline, Public Safety CPMs were consistently below the global benchmark but far more volatile. The global median rose by about 21% between July and May, while Public Safety fell about 28% over the same window. Average monthly absolute volatility for Public Safety (~$5.0) was roughly three times the global average (~$1.7), signaling larger swings in industry ad costs. At its narrowest, the gap to global CPMs tightened in May 2026 (Public Safety ~ $20.8 vs global ~ $22.8); at its widest, Public Safety trailed by roughly $23 in the immediate aftermath of the July spike.
Understanding CPM analysis and Facebook Ads benchmarks for the Public Safety industry across All countries available provides a clear view of industry ad performance and country-specific ad costs relative 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 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.
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.
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