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

Executive summary

• The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
• Over May–August 2025, the cost per app install in the selected series averaged 11.21, with a high of 20.49 in May and a low of 6.19 in June. The series fell 45.9% from May to August.
• Versus the global baseline for the same months, the selected series was lower on average (−30% vs. baseline average 16.00), less volatile, and showed an opposite June pattern (local dip vs. a global spike).
• Seasonality in the baseline shows noticeable peaks in June and September and an uptick in November, while the Philippines series displays a sharp May-to-June correction and a gradual rebound through August.
• Overall positioning: below average relative to the global trend during the observed months, with moderate month‑to‑month volatility.

Scope and framing

This analysis looks at cost per app install trends for industry E-commerce and target country Philippines compared to the global trend. Monthly values represent the median cost per app install.

Selected series overview

Period covered: May–August 2025 (4 data points).

• Average: 11.21
• High/low: 20.49 (May) / 6.19 (June); range 14.31
• Change from first to last month: −45.9% (20.49 to 11.09)
• Month-to-month moves:
• May → June: −69.8%
• June → July: +14.4%
• July → August: +56.8%
• Average absolute MoM change: 47% (≈6.40 in value terms)
• Notable movements: a pronounced dip in June followed by a two‑month recovery, though August remains below May’s peak.

Comparison to the global baseline

Same-month comparison (May–August 2025):

• Baseline average: 16.00; selected average: 11.21 (≈30% lower, i.e., below market).
• Baseline high/low: 26.21 (June) / 10.43 (May); range 15.78.
• Baseline MoM pattern: +151.1% (May→June), −52.9% (June→July), +21.4% (July→August); average absolute MoM change ≈75% (more volatile than the selected series’ 47%).
• Directionally, the selected series diverged in June (local trough), while the global baseline spiked.

Full baseline context (Oct 2024–Sep 2025):

• Average: 12.67
• High/low: 26.21 (June) / 6.20 (October)
• Relative to this full‑period benchmark, the selected series’ May–August average (11.21) is ≈12% lower.

Seasonality and timing

• In the global baseline, costs rose sharply in June and again in September, with an uptick in November compared to October and December.
• The Philippines E-commerce series shows a different early‑summer profile: a steep June drop, then partial normalization by August.

Conclusion

Across May–August 2025, cost per app install for E-commerce in the Philippines sat below global benchmarks, with a sharp June dip and moderate recovery by August, and lower volatility than the global series. Understanding cost per app install benchmarks on Facebook Ads in industry E-commerce and Philippines helps advertisers make more efficient budget and creative choices.