Facebook Ads Cost Per App Install Benchmarks for Consulting

Introduction

The global story for cost per app install in Consulting reads like a swoop: a sharp slide into early Q1, a dramatic June spike, and an elevated plateau through late Q3 and into Q4—ultimately closing the year almost exactly where it began. Volatility was meaningful, with several double‑digit percentage swings month to month, and June standing out as the clear outlier. 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 Consulting across all countries compared to the global benchmark.

The story in the data

The period opens at 17.55 in November 2024 and ends at 17.18 in November 2025—essentially flat over 12 months (−2%). The global median averages 15.9 across the window, spanning a low of 7.22 in January 2025 and a high of 27.90 in June 2025. That 20.68‑point spread means peak costs were nearly 3.9× the trough.

Momentum was choppy:

• Nov → Dec fell 28% (17.55 to 12.61); Dec → Jan dropped another 43% to the yearly low.
• A rebound followed: Jan → Feb jumped 78% to 12.87, then softened in March (−29%) before rising again in April (+61%).
• The defining move came in June, soaring +132% from May (12.05 to 27.90)—the period’s largest monthly increase.
• July corrected hard (−56% to 12.24), after which costs climbed into late Q3: August to September added +14% (19.88 to 22.72) before easing into Q4 (20.72 in October and 17.18 in November).

On average, absolute month‑over‑month movement was roughly 6.3 points, underscoring a market with frequent and sizable swings.

Seasonal and monthly dynamics

Seasonality is clear in the Consulting CPI curve across all countries:

• Q1 2025 marked the trough, averaging about 9.4, anchored by January’s low.
• Q2 averaged roughly 18.2, lifted by the outsized June surge.
• Q3 held steady at about 18.3, reflecting sustained competition and steady demand.
• Q4 to date (October–November) remained elevated at ~19.0, higher than Q1 by roughly 2×, and consistent with patterns where year‑end competition lifts country‑specific ad costs.

The rhythm is a classic soft‑start, mid‑year crest, late‑year firmness—an arc familiar in Facebook Ads benchmarks even as CPC trends, CPM analysis, and CTR performance move on their own tracks.

Country vs. Global

For this view, the Consulting series is aggregated across all countries while the available comparison is the global benchmark. As a result, the two move in lockstep and the gap effectively compresses to zero throughout the period. The June spike, Q1 softness, and late‑year stability characterize both series identically, and volatility matches the market baseline.

Closing

Overall, Facebook Ads benchmarks for cost per app install in the Consulting industry across all countries show a deep Q1 trough, a June peak, and an elevated back half, averaging 15.9 with an average monthly swing of about 6.3 points. Understanding cost per app install benchmarks for the Consulting industry across all countries helps teams contextualize country‑specific ad costs and compare industry ad performance to global patterns.