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

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Cost Per App Install for E-commerce in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B in advertising data, Great Britain E-commerce cost per app install (CPI) is, on average, far above the global baseline: 268.72 vs 11.74, or about 22.9x higher over Oct 2024–Aug 2025.
  • The series is highly volatile (average month-to-month absolute change ~119%), with an extreme November spike and a sharp reset into January. Global volatility is lower (~62%).
  • Seasonality is evident: a pronounced Q4 surge (especially November), a trough in January–February, and a mid-year lift in May–July. The global baseline also peaks mid-year (June), but with much smaller swings.
  • From October 2024 to August 2025, CPI in Great Britain falls by 89%, while the global baseline rises by 142%, highlighting normalization after an outlier Q4 for Great Britain.

This analysis looks at cost per app install trends for industry E-commerce and target country Great Britain compared to the global trend.

Overview of Great Britain E-commerce CPI

  • Average: 268.72; median: 45.67 (median far below mean, indicating skew from a November spike).
  • High and low:
  • High: 2,215.77 (Nov 2024)
  • Low: 5.28 (Jan 2025)
  • Range: 2,210.49
  • First-to-last change: from 416.04 (Oct 2024) to 45.67 (Aug 2025), down 89%.
  • Notable moves:
  • +433% from October to November 2024, then -99% in December.
  • January–February 2025 remains subdued (5.28 and 7.09).
  • Re-acceleration in spring/summer: May–July at 85.10, 51.62, and 72.91.
  • Volatility: average absolute month-to-month change ~119%.

For a clearer view post-Q4: Jan–Aug 2025 average is 38.17, indicating a return to more typical levels after the November outlier.

Comparison with the global baseline

  • Average: 11.74; high: 26.21 (Jun 2025); low: 6.20 (Oct 2024).
  • First-to-last change: 6.20 (Oct 2024) to 15.00 (Aug 2025), up 142%.
  • Volatility: average absolute month-to-month change ~62%.
  • Relative positioning by month:
  • Below market: Jan and Feb 2025 (0.83x and 0.62x of global).
  • Above market: all other months, notably Oct (+67x) and Nov (+155x). From March onward, Great Britain consistently exceeds global levels (roughly 2x–8x).

Seasonal patterns and stability

  • Q4 surge: Great Britain shows a dramatic November spike, well above the global pattern, followed by a December correction and a January trough.
  • Mid-year lift: Both series show an uptick around late spring/early summer. The baseline peaks in June, while Great Britain rises strongly in May–July.
  • Overall, Great Britain’s E-commerce CPI is above market with sharper seasonal peaks and deeper troughs than the global trend.

Understanding cost per app install benchmarks on Facebook Ads in industry E-commerce and Great Britain 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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.

United Kingdom Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 22nd January (Scotland)
Apr 18Good Friday
Apr 21Easter Monday
May 5Early May Bank Holiday
May 26Spring Bank Holiday
Aug 25Summer Bank Holiday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions

Potential Advertising Impact

CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.

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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