Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Public Safety CPMs moved with pronounced momentum over the last 12 months: on average this category ran below the overall market but showed abrupt swings that punctuated the year. 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.
At a glance: Public Safety averaged roughly $13.06 per thousand impressions vs a global CPM of about $20.68 — about 37% lower overall. Yet that headline masks volatility: a sharp July peak, a deep January trough, and a spring rebound that closed the gap by May.
The series started in June 2025 at $13.58 and finished in May 2026 at $22.57, a net increase of about +66% from start to finish. The category’s high point was $28.73 (July 2025); the low was $5.91 (January 2026). Monthly median CPMs averaged $13.06 in Public Safety, compared with a baseline monthly average of $20.68.
Key monthly movements: June→July saw a dramatic lift (+$15.15), followed by a steep decline into August (−$21.78). After a low plateau in August–September (~$6.95–$7.51), October–December drifted upward into the low teens. January posted the year’s trough ($5.91). From February onward there was a steady climb through spring, with CPMs rising to $22.57 in May. Volatility, measured as the average absolute month-to-month change, was about $6.08 for Public Safety versus $1.56 for the global benchmark — nearly four times the monthly swing.
Seasonality shows an unusual rhythm: a mid-summer spike in July, a summer-to-fall soft patch in August–September, modest lift into Q4, and a pronounced dip in January before a stair-step recovery across Q1 and into late spring. Typical marketplace behaviors — heavier Q4 competition and early-Q1 troughs — are visible but punctuated by sharper, category-specific moves here. The May peak brought CPMs almost into parity with the global benchmark.
Compared to the baseline, Public Safety CPMs trailed market levels for most of the year, averaging about 37% below global CPMs. The gap varied widely: at its narrowest in May the industry was essentially level with the market (≈ −0.4%), while at its widest in January it was roughly −69% versus the global benchmark. One notable exception: July’s CPM was ~52% above the global median, an outlier that punctuates the category’s higher-than-average volatility.
Understanding Facebook Ads CPM analysis and broader Facebook Ads benchmarks in the Public Safety category across All countries available provides a vivid picture of industry ad performance, country-specific ad costs volatility, CPM analysis and how these compare to CPC trends and CTR performance at the global level.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
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Cost per lead across different markets
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