Facebook Ads Cost Per App Install Benchmarks for Consumer Goods

Introduction

Consumer Goods app install costs ran a two-speed year: a dramatic Q1 surge followed by a sharp normalization that settled well below the global benchmark. January opened at an elevated 318.50 cost per app install (CPI), February spiked to an exceptional 1,727.97, and by April the market reset to 11.24. Through the summer, costs stabilized in a single-digit band with a slight August lift. Volatility was extreme early and far calmer later, creating one of the widest spreads versus the global Facebook Ads benchmarks in 2025.

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 six reported months (Jan, Feb, Apr, Jun, Aug, Sep), Consumer Goods CPI averaged 345.59, heavily skewed by Q1 outliers; the median for the same period was 9.51, reflecting the more typical post-Q1 environment. The period started at 318.50 in January, surged to the yearly high of 1,727.97 in February (+443% month-over-month), then collapsed to 11.24 in April (−99% from February). The low point arrived in June at 3.18, before a modest rebound to 7.78 in August and a step down to 4.85 in September. From January to September, CPI declined 98.5%.

Volatility averaged 628.36 points monthly across the period—orders of magnitude higher than the global trend—driven almost entirely by Q1’s shock. After the reset, monthly swings were more measured: April to June (−72%), June to August (+145%), and August to September (−38%).

Seasonal and monthly dynamics

The rhythm is stark: Q1 inflation, Q2 trough, late-summer stabilization. February was the clear outlier, while April marked the reversion to more “normal” acquisition costs. June’s low coincided with the broader market’s mid-year cost elevation, underscoring how Consumer Goods diverged from typical seasonal pressure. August saw a mild lift, then September eased again, keeping CPI in a tight single-digit range for much of late Q2 and Q3.

Country vs. Global

Against the global benchmark (all industries, all countries), Consumer Goods ran dramatically above market in Q1, then consistently below:

• January: 318.50 vs. 7.07 globally (+45x).
• February: 1,727.97 vs. 11.63 (+149x).
• April: 11.24 vs. 13.51 (−17% below market).
• June: 3.18 vs. 23.76 (−87%).
• August: 7.78 vs. 15.99 (−51%).
• September: 4.85 vs. 16.16 (−70%).

On average across these months, the global CPI was 14.69; Consumer Goods averaged 345.59 due to Q1 extremes. Excluding January–February, Consumer Goods averaged 6.76 from April through September—about 61% lower than the global average for those same months. Volatility tells the same story: Consumer Goods averaged 628 points in absolute month-to-month movement versus 4.57 globally, but when focusing only on April–September, its monthly volatility (~5.2) closely mirrored the global benchmark.

Closing

In short, Facebook Ads benchmarks for cost per app install show Consumer Goods across all countries experienced an extraordinary Q1 spike before resetting to single-digit CPIs that trailed global levels through late Q3. Understanding CPI trends for Consumer Goods across all countries helps advertisers evaluate country-specific ad costs and compare industry ad performance to global patterns.