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

See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform

Cost Per App Install for Consumer Goods in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • This analysis looks at cost per app install trends for industry Consumer Goods and target country India compared to the global trend; it is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • The selected series for Consumer Goods in India has no available observations for the period, so direct, in-market benchmarking against the global baseline is not possible.
  • Globally, cost per app install averaged 12.67 with a median of 11.44. The period’s low was 6.20 (October 2024) and the high was 26.21 (June 2025).
  • From the first to the last month, global costs increased by 271%, with notable spikes in June and September and a brief drop in July.
  • Seasonality in this dataset shows a light lift in November, softer costs in December–March, and pronounced increases mid-year and late Q3.

Context and framing

We evaluate Facebook Ads cost per app install benchmarks for Consumer Goods in India against the global baseline. Because the selected_data contains no values for the period provided, all quantitative insights below reflect the global baseline only.

Global baseline overview (cost per app install)

  • Average: 12.67; median: 11.44
  • Low: 6.20 (October 2024); high: 26.21 (June 2025)
  • First-to-last change: from 6.20 (October 2024) to 22.99 (September 2025), a +271% increase
  • Distribution: 4 of 12 months ran above the overall average (November, June, August, September)

Notable months:

  • November 2024: a clear lift to 14.28 after October’s low
  • December 2024 and January 2025: normalization to 8.52 and 6.36
  • June 2025: the period peak at 26.21
  • July 2025: sharp pullback to 12.35 after June’s spike
  • September 2025: elevated level at 22.99

Volatility and seasonality

  • Month-to-month volatility averaged 6.50 (absolute change).
  • Biggest jump: May → June (+15.78).
  • Largest drop: June → July (−13.86).
  • Seasonal pattern in this dataset:
  • Q4: mild uptick in November, followed by a December cool-off.
  • Q1: softer costs (January–March).
  • Q2: step-up beginning in April/May culminating in a June peak.
  • Late Q3: another surge in September.

How Consumer Goods in India compares to the baseline

  • The selected series for Consumer Goods in India has no data for this time window. As a result, we cannot state whether India was above market, below average, or in line with overall trends.
  • The global baseline presented here offers a directional benchmark for evaluating future Consumer Goods app install costs in India once in-market data becomes available.

Understanding cost per app install benchmarks on Facebook Ads in industry Consumer Goods and India 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 India, 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.

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

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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