Facebook Ads Cost Per App Install Benchmarks for Education

Introduction — the main story

Education’s cost-per-app-install (median monthly) ran notably above the global benchmark for most of the year, but with extreme month-to-month swings that created a jagged, high-cost profile. 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 Education in All countries available compared to the global benchmark.

The story in the data

Education’s median cost-per-app-install started the 12‑month window at $11.23 in July 2025 and finished at $109.50 in June 2026. Across the year the Education series averaged about $70.3, with values ranging from a low of $9.31 (August 2025) to a high of $167.21 (November 2025). That average sits roughly 4.5x higher than the global baseline average of about $15.6 for the same months.

Key monthly movements: a modest trough around July–September (~$9–$13), an October lift to ~$23.8, then a dramatic spike to $167.2 in November. After November’s peak the metric retreated to ~$73.8 in December and hovered through early 2026 ($62–$71), before another surge into March–April (peaking near $139.5 in April). May saw a sharp decline to ~$43.9, followed by a rebound to ~$109.5 in June. The absolute spread between the year’s low and high was about $157.9.

Volatility was extreme: monthly absolute percent changes averaged roughly 103% (many months moved by double- or triple-digit percentages), compared with the baseline’s average monthly absolute change of about 33%. In plain terms, Education’s cost-per-install was roughly three times more volatile than the global pattern.

Seasonal and monthly dynamics

The rhythm shows a low-cost season in late summer (July–September), a first autumn surge (October) immediately followed by the largest volatility in November, and a partial normalization in December–February. A second pronounced upswing occurred in March–April before a steep May dip and June rebound. Patterns hint at concentrated cost pressure periods (notably November and April) punctuating otherwise variable months. Across the window, the calendar did not produce a simple steady Q4-versus-Q1 story — instead, there were punctuated spikes and rebounds that produced an irregular seasonal beat.

Country vs. Global

Compared with the global benchmark, Education’s cost-per-app-install was below or similar to baseline only in August–September (9.31 vs 12.51 in Aug; 12.78 vs 15.66 in Sep). From October onward the Education series sat consistently above market, often by large margins. At its narrowest gap (August) Education was about 25% below the global level; at its widest (November) Education costs were more than 11x the baseline (167.2 vs 14.9). Overall the Education trace trailed, matched, or exceeded “global” levels at different points, but the dominant pattern is sustained, large positive deviations from the benchmark and markedly higher volatility.

Understanding cost-per-app-install benchmarks for Education across All countries available provides a clear, data-rich picture of how Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance context, country-specific ad costs, and broader industry ad performance intersect for app-acquisition economics in Education.