Facebook Ads Cost Per App Install Benchmarks for Consumer Goods

Introduction

Consumer Goods apps across all countries posted a dramatic early‑year spike in Facebook Ads Cost Per App Install (CPI), then settled into a far more economical and stable range from spring onward. January opened at 318.5, surged to a February high of 1,728, and then reset: April came in at 11.24, June found the low at 3.18, August ticked up to 7.78, and September eased to 4.85. Against the global, all‑industry benchmark, this market flipped from extreme over-market in Q1 to consistently below-market from April through September.

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 Consumer Goods across all countries compared to the global benchmark.

The story in the data

Across the months observed, CPI for Consumer Goods began at 318.5 in January 2025 and ended at 4.85 in September — a 98% decline from the year’s opening to early fall. The series peaked in February at 1,728 and reached its low in June at 3.18. The average across the six observed months was 346, but that mean is skewed by Q1 outliers; the median across those months was 9.5, more representative of conditions from April onward.

Month-to-month movement underscores the two-act year. Including the Q1 surge and reset, absolute month-to-month change averaged 628 points. Excluding that Q1 distortion (April to September), volatility compressed to roughly 5.2 points, with modest shifts: −8.1 from April to June, +4.6 into August, and −2.9 into September. From the February peak to the June low, CPI fell 99.8%, then hovered in a 3–11 band through late Q3.

Seasonal and monthly dynamics

Instead of the softer post-holiday costs often seen in early Q1, this category showed an anomalous elevation in January and February before normalizing. From spring through late summer, CPI moved within a relatively tight corridor: April (11.24), June (3.18), August (7.78), and September (4.85). The slight August lift was brief, with September returning to early-summer levels.

In the global benchmark, CPI generally climbed into early summer in 2025, with January at 7.10, February at 11.63, April at 13.51, and June at 23.76, then held mid‑teens into September (16.17). That creates a clear seasonal contrast: the global pattern firmed into mid‑year, while Consumer Goods across all countries cooled and stayed low after Q1.

Country vs. Global

Relative to the global benchmark, the gap was extreme early and reversed later:

• January: 318.5 vs. 7.10 — about 45x above market.
• February: 1,728 vs. 11.63 — about 149x above market, the widest gap.
• April: 11.24 vs. 13.51 — 17% below market (narrowest gap of the period).
• June: 3.18 vs. 23.76 — 87% below market.
• August: 7.78 vs. 15.61 — 50% below market.
• September: 4.85 vs. 16.17 — 70% below market.

Averaging the overlapping months, Consumer Goods CPI was 346 versus the global 14.6, driven by Q1’s outsized values. From April onward, the category averaged 6.8 compared to the global 17.3, or roughly 61% below market. Volatility after April was comparable to global month‑to‑month movement, but Q1 made the full‑period variance far higher.

Closing

Overall, Facebook Ads Cost Per App Install benchmarks for Consumer Goods across all countries showed a two‑phase year: an extraordinary Q1 surge followed by sustained, below‑benchmark efficiency from spring through early fall. While CPC trends, CPM analysis, and CTR performance offer additional context for industry ad performance, this CPI view highlights how country‑specific ad costs in Consumer Goods diverged sharply from global norms early before aligning well below the all‑industry benchmark later in 2025.