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Facebook Ads Cost Per App Install Benchmarks for Consumer Goods in France

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Cost Per App Install for Consumer Goods in France

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per app install for Consumer Goods in France

This analysis looks at cost per app install trends for industry Consumer Goods and target country France compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Main takeaways

  • Across overlapping months, France’s Consumer Goods cost per app install averaged 90.56, versus a global baseline of 9.76 — about 9.3x above market.
  • The series shows extreme volatility: a Q4 peak in November (250.20), a deep trough in January (8.33), and a partial rebound in March–April.
  • From first to last observed month (Nov 2024 to Apr 2025), France declined 81.4%, while the baseline fell 19.4%.
  • Seasonality appears consistent with broader patterns: elevated Q4 costs, a January reset, and gradual re-inflation into spring — though France’s movements are much larger.

Selected data highlights (France, Consumer Goods)

  • Average: 90.56 across four observed months (Nov 2024, Jan 2025, Mar 2025, Apr 2025).
  • High: 250.20 in November 2024 (Q4 spike).
  • Low: 8.33 in January 2025 (post-holiday reset).
  • First-to-last change: -81.4% (Nov 2024 to Apr 2025).
  • Volatility:
  • Largest swing: -96.7% from November to January.
  • January to March rebounded +583.6%, then eased -17.9% into April.
  • Average absolute month-to-month change: 100.23 (about 111% of the series average).

Comparison to the global baseline

  • Baseline (over the same months) averaged 9.76, with a high of 14.28 (November 2024) and a low of 6.36 (January 2025).
  • Baseline first-to-last change (Nov to Apr): -19.4%.
  • Baseline volatility:
  • Nov to Jan: -55.5%
  • Jan to Mar: +8.0%
  • Mar to Apr: +67.6%
  • Average absolute month-to-month change: 4.36 (about 45% of its average)

Relative position by month (France vs. global)

  • November 2024: 250.20 vs. 14.28 — about 17.5x above market.
  • January 2025: 8.33 vs. 6.36 — roughly 31% above market.
  • March 2025: 56.95 vs. 6.87 — about 8.3x above market.
  • April 2025: 46.76 vs. 11.51 — about 4.1x above market.

Seasonality and patterning

  • Seasonal shape aligns with common Facebook Ads benchmarks: costs typically increase in Q4 around holiday periods, drop sharply in January, and rise into spring.
  • France’s Consumer Goods segment follows this shape but at much higher levels and with far greater amplitude than the global baseline, indicating costs that are consistently above average and highly variable.

Understanding cost per app install benchmarks on Facebook Ads in industry Consumer Goods and France 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 Consumer Goods industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting France, advertisers should consider local market factors and user behavior. 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.

France Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday (Alsace & Moselle)
Apr 21Easter Monday
May 1Labour Day
May 8Victory in Europe Day
May 29Ascension Day
Jun 9Whit Monday
Jul 14Bastille Day
Aug 15Assumption Day
Nov 1All Saints' Day
Nov 11Armistice Day
Dec 25Christmas Day
Dec 26Saint Stephen's Day (Alsace & Moselle)

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when leisure and travel campaigns see higher engagement. Extended 'ponts' (bridge days) in May could create long weekends with lower weekday ad inventory. Late November and December feature steep increases in ad competition. Christmas season may drive peak ad volumes.

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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