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Facebook Ads Cost Per App Install Benchmarks for Arts in United States

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Cost Per App Install for Arts in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, the United States Arts industry shows cost-per-app-install well below the global trend in most observed months of 2025.
  • Average cost-per-app-install for the selection is 5.04, about 55% below the like-for-like global baseline average of 11.17.
  • A single outlier in April (15.47) drives most volatility; outside April, costs are tightly clustered around 3.00.
  • The global baseline rises into summer and early fall, peaking in June and September, while the United States Arts series remains stable after an April spike.
  • Across the observed window (Jan–Aug 2025), the selection increases just 8% from first to last month, versus a 136% rise in the baseline.

What the selected data (Arts, United States) shows

This analysis looks at cost-per-app-install trends for industry Arts and target country United States compared to the global trend.

  • Average and median:
  • Average: 5.04 across Jan, Feb, Apr, May, Jul, Aug 2025.
  • Median: 2.99, confirming most months cluster around low single digits.
  • Highs and lows:
  • High: 15.47 in April.
  • Low: 2.67 in January.
  • Excluding April, the range narrows to 2.67–3.26 (avg 2.96).
  • Trend and volatility:
  • First-to-last change (Jan to Aug): +8.2%.
  • Month-to-month shifts show one pronounced spike in April (+425% vs February), followed by a sharp correction in May (−78.9% vs April).
  • Excluding April-related swings, average absolute month-to-month change is roughly 7%—indicative of low volatility.

How it compares to the global baseline

To ensure comparability, we benchmark against the global baseline for the same months (Jan, Feb, Apr, May, Jul, Aug 2025).

  • Averages and medians:
  • Baseline average: 11.17; baseline median: 11.44.
  • The United States Arts average is ~55% below baseline; its median is ~74% lower.
  • Highs and lows (same months):
  • Baseline high: 15.00 (August); low: 6.36 (January).
  • The selection exceeds the baseline only once—April (15.47 vs 11.51).
  • Month-by-month positioning:
  • Below market in five of six months: Jan (−58%), Feb (−74%), May (−69%), Jul (−75%), Aug (−81%).
  • Above market in April (+35%).
  • Volatility:
  • Baseline average absolute month-to-month change is ~25.8%, indicating steadier but upward movement.
  • Selection volatility is dominated by the April outlier; without it, swings are modest.
  • Broader baseline context (Oct 2024–Sep 2025):
  • Overall baseline average: 12.67, with notable peaks in June (26.21) and September (22.99).
  • November 2024 is elevated (14.28), aligning with historically higher Q4 periods.

Seasonality and patterns

  • Selection: Apart from an April spike, costs remain stable near $3 through summer, showing limited seasonal lift in July–August.
  • Baseline: Clear seasonal pressure—rising into June and September, with elevated November—suggests global costs typically increase in mid-year and around key promotional periods.

Understanding cost-per-app-install benchmarks on Facebook Ads in industry Arts and United States helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Arts industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting United States, advertisers often face higher costs due to high competition and purchasing power. 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.

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

What's a good CPI for iOS vs Android in 2025?

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.

Why is my app install cost higher in some countries?

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.

What creatives drive the lowest CPI on Facebook?

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.

Should I optimize for installs or in-app actions?

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.

How do I lower CPI without tanking app retention or quality?

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.

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