Facebook Ads Cost Per App Install Benchmarks for Consumer Goods

Introduction — main story in plain language

Consumer Goods app-install costs across all countries showed a spiky, high-variance year compared with the global benchmark. The series is defined by one dramatic outlier: a December 2025 cost-per-app-install (CPI) of $8,260 that inflates averages and creates large month-to-month swings. Outside of that spike, Consumer Goods CPIs cluster in the mid-teens to mid-twenties dollars, with several sharper dips and rebounds between early 2026 and spring.

“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 in All countries available compared to the global benchmark.”

The story in the data

Chronologically, CPI for Consumer Goods in All countries started at $7.78 in August 2025 and ended at $26.87 in May 2026 — a nominal increase of roughly 245% from start to finish. The observed high is $8,260.80 (Dec 2025); the low is $6.37 (Apr 2026). The arithmetic mean across the six reported months is roughly $1,390, but that is overwhelmingly skewed by the December outlier. The median CPI — a better central measure for this set — is about $17.9. Excluding the December spike, the mean CPI falls to roughly $15.35, which sits near the median and reflects typical month-level costs.

Key monthly moves read like a rollercoaster: an enormous jump to $8.26K in December (up ~1060x vs August), a near-complete normalization to $15.54 by February (a ~99.8% decline from December), a modest lift to $20.21 in March (+30%), a sharp drop to $6.37 in April (−68%), and a rebound to $26.87 in May (+322%).

Seasonal and monthly dynamics

The December spike breaks seasonal expectations for Consumer Goods CPI in this sample: rather than a modest holiday uplift, December shows an extreme cost anomaly. After that event, early Q1 2026 shows a recovery-to-normalization pattern (Feb–Mar), followed by a soft April and a pronounced rebound into May. Outside of the December aberration, the rhythm is a series of mid-teens CPIs tipping into the low-to-mid twenties, with April appearing as the softest month and May as a stronger month in this subset.

Baseline (global) dynamics also show their own peaks: the global benchmark series averages about $21.8 across the same window, with a median near $14.9 and a late spike in July 2026 to about $96.9. The baseline’s seasonal movement includes a visible February 2026 uptick (to ~$30) and more muted month-to-month swings compared with the Consumer Goods sample when that December outlier is present.

Country (All countries) vs. Global

Viewed against the baseline, the Consumer Goods sample is complex: the median CPI here (~$17.9) is around 20% above the baseline median (~$14.9), but the baseline mean (~$21.8) sits above the sample mean only because the sample mean is distorted by the December outlier. Excluding the December anomaly, the Consumer Goods mean (~$15.35) is roughly 30% below the global mean. Volatility is a defining feature: month-to-month moves in the Consumer Goods series swing from −68% to +322% (excluding the December collapse), while the global benchmark shows more tempered variation except for a July 2026 spike.

Understanding Facebook Ads cost-per-app-install benchmarks for Consumer Goods across all countries available helps contextualize industry ad performance, country-specific ad costs, CPC trends, CPM analysis, and CTR performance when comparing local campaign outcomes to global patterns.