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January 2025 - January 2026
Detailed observation of presented data
Denmark’s cost per app install (CPI) in 2025 tells a dramatic, front‑loaded story: exceptionally high early-year costs that cascade downward into midyear parity—and then an undercut of the global benchmark by July. While the global market moved upward overall, Denmark pivoted from a Q1 spike to a steep, sustained decline. 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 all industries in Denmark compared to the global benchmark.
Across January–July, Denmark’s CPI averaged 81.5 per install, ranging from a peak of 150.53 in March to a low of 6.96 in July. The period begins at 102.78 in January and ends at 6.96 in July—an approximate 93% decline. Month to month, movement was sizable: +39% in February, +5% in March, then a sharp sequence of pullbacks of −36% (April), −53% (May), −40% (June), and −74% (July). Volatility averaged 31.9 points per month in Denmark, far above the global benchmark’s 6.25.
By contrast, the global benchmark for all industries posted a much steadier path with a January–July average of 12.57 per install. Globally, CPI climbed from 7.07 in January to 10.77 in July—about a 52% lift—punctuated by moderate swings, particularly a midyear rise into June.
The rhythm in Denmark inverted common expectations. Instead of Q4 pressure (data not yet available for Denmark in this period) and a softer Q1, costs were heavily concentrated in Q1 and early Q2. Q1 averaged 132.0 per install, then fell 58% into Q2, averaging 55.8 across April–June. The inflection from March’s high (150.53) to April (95.60) marked the pivot from peak pricing into a downtrend that accelerated through early summer, culminating in July’s trough (6.96). The shape is clear: surge, stall, then sustained retreat.
Relative to global Facebook Ads benchmarks, Denmark ran markedly above market through early 2025 before converging and ultimately dipping below:
In short, the global trend rose steadily while Denmark’s was choppier and sharply negative overall. At its widest, Denmark was about 16.9x above global; at its narrowest, it ran below market.
For all industries in Denmark, Facebook Ads cost-per-app-install benchmarks in 2025 show a front-loaded cost spike followed by a decisive midyear reset, with volatility far exceeding global patterns and a rare crossover to below-market pricing by July. Understanding CPI trends, alongside broader CPC trends and CPM analysis, helps contextualize country-specific ad costs and benchmark industry ad performance in Denmark against global norms.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Denmark, 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.
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.
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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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.
Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day
CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.
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.
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.
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.
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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app