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Facebook Ads Cost Per App Install Benchmarks for E-commerce in Netherlands

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Cost Per App Install for E-commerce in Netherlands

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, this analysis looks at cost-per-app-install trends for industry E-commerce and target country Netherlands compared to the global trend.
  • The Netherlands selection is well above market: average cost-per-app-install is 8.2x higher than the global baseline over the same months (111.95 vs. 13.73).
  • Clear summer escalation: costs climb from March, spike in June, dip in July, and peak in August.
  • Volatility is high. Month-to-month changes average 111.7% for the selection vs. 60.5% globally.

Overview of the selected data (E-commerce, Netherlands)

  • Period: March–August 2025
  • Average: 111.95
  • Median: 67.69
  • High: 257.61 (August)
  • Low: 46.76 (April)
  • Range: 210.85
  • First-to-last change: +352.5% (March to August)

Month-to-month pattern:

  • March → April: −17.9%
  • April → May: +42.6%
  • May → June: +162.5% (notable spike)
  • June → July: −60.7% (sharp correction)
  • July → August: +275.0% (new peak)

Interpretation for marketers:

  • The selection shows pronounced swings with two major surges (June and August) and an intervening dip in July, indicating elevated acquisition pressure through summer.

Global baseline for comparison

  • Aligned period: March–August 2025
  • Average: 13.73
  • Median: 11.93
  • High: 26.21 (June)
  • Low: 6.87 (March)
  • Range: 19.34
  • First-to-last change: +118.4%

Month-to-month pattern:

  • March → April: +67.7%
  • April → May: −9.4%
  • May → June: +151.2% (spike)
  • June → July: −52.9%
  • July → August: +21.4%

How the selection compares to the global trend

  • Level: The Netherlands E-commerce costs are substantially above market—8.2x higher on average; the selection’s median is ~5.7x higher than the baseline median.
  • Highs and lows: The selection’s peak (257.61 in August) is nearly 10x the global peak in the same window (26.21 in June).
  • Volatility: Selection volatility is markedly higher (average absolute month-to-month change of 111.7% vs. 60.5% globally).
  • Seasonal pattern within the window: Both series rise into June, dip in July, and recover in August. The selection follows the same direction as the global trend but with larger amplitude and a higher late-summer peak.

Seasonal notes within available data

  • Summer months (June–August) show elevated costs in both the Netherlands selection and the global baseline, with a pronounced August peak in the selection. Q4 behavior is not captured for the Netherlands selection in this dataset window.

Understanding cost-per-app-install benchmarks on Facebook Ads in industry E-commerce and Netherlands 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 E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. For campaigns targeting Netherlands, 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.

Netherlands Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 26King's Day
May 5Liberation Day
May 29Ascension Day
Jun 8Pentecost Sunday
Jun 9Pentecost Monday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)

Potential Advertising Impact

CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.

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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