See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
November 2024 - November 2025
Detailed observation of presented data
Cost per app install (CPI) for the Design category across all countries followed a classic “soft start, mid‑year surge, elevated finish” arc. The period opened at $15.83 in November, dipped to a yearly low of $7.13 in January, then accelerated into a sharp June spike at $27.90 before easing to $19.14 by October. The path was choppy, with a dramatic mid‑year inflection and a sustained, above‑average plateau in late Q3 and early Q4. Volatility was notable, with month‑to‑month swings averaging about $6.23—roughly 41% of the global mean.
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 the Design industry across all countries compared to the global benchmark.
Across November 2024 to October 2025, global CPI for app installs averaged $15.10, starting at $15.83 and ending at $19.14—an overall rise of roughly 21%. The year’s high landed in June ($27.90), more than tripling the January trough ($7.13), a +291% swing from low to peak. The range between the high and low months spanned about $20.77.
Monthly momentum told a fast‑moving story:
Overall volatility averaged $6.23 per month, underscoring brisk shifts around the mid‑year spike and late‑summer firmness.
Seasonality aligned with familiar Facebook Ads benchmarks patterns. Performance softened into the turn of the year, with CPI at its lightest in January. Q1 averaged $9.49, the lowest quarter in the window. Q2 climbed meaningfully to an average of $17.42, punctuated by the June peak. Q3 held elevated costs at $18.08 on average, reflecting sustained auction pressure. Early Q4 (October) remained high at $19.14 after September’s surge, indicating that the second half ran materially richer than the first—H2 averaged about $18.34 versus $13.46 in H1, roughly 36% higher.
Late Q4 seasonality in the preceding year showed mixed movement: November above the mean and December cooler, consistent with shifting holiday competition and finite budget pacing, even as CPM analysis often tightens conditions late in the year.
Because this view aggregates all countries for the Design industry, it aligns with the global benchmark itself. The series mirrors the market’s rhythm month for month—no gap to the baseline, identical volatility, and the same standout moments: a deep January trough, an outsized June peak, and elevated CPI through late summer and early Q4. In relative terms, the “market versus global” comparison is effectively one‑to‑one for this cut, offering a clear read on universal CPI trends without country‑specific divergence.
Understanding Facebook Ads benchmarks for cost per app install helps frame CPI trends for the Design industry across all countries. This global view highlights the January low, June surge, and sustained late‑year elevation—useful context for evaluating industry ad performance, country‑specific ad costs, and CTR performance alongside broader CPC trends and CPM analysis.
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 Design industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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:
Average cost per click benchmarks across industries
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