See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
November 2024 - November 2025
Detailed observation of presented data
Global Cost Per App Install (CPI) across all industries showed a dramatic mid-year lift punctuated by sharp monthly swings. The period opened at $15.83 in November, dipped to a January low of $7.13, then surged to a June peak of $27.90 before settling at $19.14 by October—a net increase of about 21% from the start. The rhythm is unmistakable: an early-year trough, a powerful Q2 escalation, and a higher plateau through late summer with a mild cool-off into October. 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 all industries in all countries compared to the global benchmark.
Across the full window, global CPI averaged $15.10, ranging from $7.13 in January to $27.90 in June. Seven of the twelve months sat below the mean, underscoring how outsized the mid-year spike was. Month-to-month volatility averaged $6.23—about 41% of the mean—highlighting a choppy market with rapid re-pricing.
Key inflection points stand out:
From the lowest point in January to the high in June, CPI expanded by roughly 291%, illustrating how sensitive app-install costs were to mid-year auction dynamics within Facebook Ads benchmarks.
Seasonality is visible in the quarterly blends:
Comparing half-years, H2-to-date (July–October) averaged $18.34 versus $13.46 in H1 2025, a lift of about 36%. The arc suggests a market that tightened materially after the early-year trough and held elevated levels into late summer before moderating.
Because this cut represents all industries across all countries, it is identical to the global benchmark—there is no gap at any point. The volatility, average, and turning points described here are the canonical market view. Country-specific ad costs will cluster around this line, but this global series sets the reference for industry ad performance.
In sum, Facebook Ads benchmarks for Cost Per App Install across all industries worldwide show a pronounced Q2 spike, resilient Q3, and higher finishing levels versus the start of the period. While CPC trends, CPM analysis, and CTR performance often frame channel efficiency, this CPI lens isolates install costs: a $15.10 global average, a January low of $7.13, and a June high of $27.90 with average monthly swings of $6.23. Understanding global app install cost benchmarks for all industries and all countries helps contextualize country-specific ad costs and compare CPI trends to broader market patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
iOS CPIs often range from $2 to $5 or more. Android is usually cheaper, between $1 and $3. Your CPI will depend on geo, creative, and optimization goal.
Some regions like the US, UK, and Canada have higher competition and stricter privacy regulations, which drive up costs. Countries with lower purchasing power typically have cheaper CPIs.
Short videos showing app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals help lower your CPI.
Optimizing for installs gets volume, but optimizing for actions like signups or purchases brings higher quality users. It depends on your goals and how much post-install behavior matters.
Align your creative with the app experience, avoid misleading ads, and exclude users who already installed. You can also test lookalike audiences based on high-quality users, not just all installers.
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
See how much it costs to get users to install an app