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August 2025 - August 2026
Detailed observation of presented data
Public Safety click-through-rate (CTR) performance ran below the global benchmark for most of the 11-month window but ended the period with a pronounced lift. “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 the Public Safety median CTR averaged roughly 1.65%, starting at 1.47% in July and finishing at a peak of 2.35% in May — an absolute gain of about 0.88 points, or ~60% from start to finish. The series ranged from a low of 1.25% in March 2026 to the high in May 2026. By contrast, the global baseline over the same months averaged about 2.02% CTR, with a tighter range (roughly 1.87% to 2.17%). Monthly moves were pronounced in the Public Safety set: two large spikes in August 2025 (+0.86 absolute from July) and May 2026 (+1.00 absolute from April) bracketed a soft spring trough that bottomed in March.
Volatility in Public Safety was meaningfully higher: average absolute month‑to‑month movement ran about 0.31 percentage points, compared with roughly 0.06 for the global benchmark — roughly five times more variable. That volatility produced sudden swings in narrative: a clear mid‑summer lift, a steady decline into late winter, muted recovery in April, and a sharp rebound into May.
Seasonal rhythm shows a softer Q1 for Public Safety, with engagement sliding through January–March and reaching its nadir in March 2026 (1.25%). April showed modest reacceleration, and May delivered an outsized rebound. October–December held relatively steady in the 1.58–1.61% band, while August stands out as an early peak at 2.33%. The global benchmark followed a steadier seasonal path — mild growth into year‑end and stable spring levels — whereas Public Safety’s calendar was choppier, with two distinct spikes that punctuated an otherwise subdued winter.
Relative to the global benchmark, Public Safety trailed on average by about 0.36 points, or ~18% below baseline CTRs across the period. Monthly gaps were uneven: Public Safety outperformed the benchmark in August (+24% vs. baseline) and May (+13%), but lagged heavily through late winter and early spring, with the widest shortfall in March (~40% below the global median) and similar gaps in February–April (~38%). In short, Public Safety delivered more volatile, stop‑start CTR performance versus the steadier global trend.
Understanding Facebook Ads click-through-rate benchmarks for Public Safety across All countries available surfaces a variance-driven picture — lower average CTRs, pronounced volatility, and two standout spikes in August 2025 and May 2026 when compared to the global CTR performance.
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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