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July 2025 - July 2026
Detailed observation of presented data
Public Safety click-through-rate (CTR) showed a choppy year: stronger at the edges and softer through late Q4 into early Q1, ending the window higher than it began but below the global median for most 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.
The series opened in June 2025 at 1.97% CTR and closed in May 2026 at 2.34% — a net lift of about 18.7% from start to finish. Across the 12-month span Public Safety averaged roughly 1.68% CTR, with a high of 2.34% (May 2026) and a low of 1.25% (March 2026). By comparison the global baseline averaged about 1.99% over the same months, so Public Safety trailed the global median by about 0.31 percentage points on average — roughly 16% lower.
Month-to-month momentum included a sharp drop from 1.97% to 1.47% between June and July 2025, a strong rebound to 2.33% in August, a gradual softening into Q4, a deeper decline through February–March 2026 (the trough at 1.25% in March), and a pronounced rebound into May 2026 (2.34%). Two prominent spikes (August 2025 and May 2026) bookend the weakest stretch in late Q1.
Seasonally, the rhythm shows mid-summer lift (August) and a late-spring rebound (May), with Q4 generally softer and Q1 reaching the lowest engagement levels. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1 — in this dataset, the rebound fully materializes into late spring rather than immediately after year-end. The March trough (1.25%) represents the clearest single-month weakness, followed by the largest single-month rise into May (+0.98 percentage points from April).
Volatility in Public Safety CTR was pronounced: average monthly movement measured about 0.33 percentage points, driven by several double-digit swings between consecutive months. That contrasts with the global baseline, which showed steadier monthly shifts averaging ~0.06 percentage points.
Across the year, Public Safety was above the global benchmark in just three months (June, August and May) and below it in the remaining nine months. At its narrowest gap, Public Safety CTR was about 7% below global levels in September 2025; at its widest, it lagged nearly 40% in March 2026. The global trend itself was relatively stable and slightly higher on average (+~18% from the Public Safety starting point to the global peak), while Public Safety was considerably choppier — more volatile and with larger month-to-month spikes.
For those tracking Facebook Ads benchmarks alongside CPC trends, CPM analysis and broader CTR performance, this Public Safety timeseries illustrates higher variability in engagement and clear seasonal pulses in All countries available.
Understanding Facebook Ads click-through-rate benchmarks for Public Safety in All countries available helps advertisers evaluate engagement trends and compare performance to global patterns.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average 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. 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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CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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