Facebook Ads Cost Per App Install Benchmarks for Education

Introduction

Education app acquisition ran dramatically above the broader market in 2025. Across all countries, Cost Per App Install (CPI) for the Education industry averaged $104, versus a $13.43 global, all‑industry benchmark—roughly 7.8x higher. The year also moved in sharp waves: a soft open in January, rapid lifts into spring and late summer, and a pronounced November spike before a December comedown. Volatility was the defining feature, with multiple double‑digit swings month to month and standout peaks in June, September, and November.

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 across all countries compared to the global benchmark.

The story in the data

Education CPI started the year at $24.88 in January and closed at $84.69 in December—up 240% from start to finish. The annual average landed at $104, with a low in January ($24.88) and a high in November ($204.72), creating a wide $180 range.

The path was turbulent:

• January to April surged +406% ($24.88 to $125.88).
• A sharp May pullback (−46%) was followed by a June rebound to $147.90 (+116% vs. May).
• Late summer strengthened again: July ($82.53) to August ($130.70, +58%), then September at $191.82 (+47%).
• October fell to $79.35 (−59% vs. September) before the year’s peak in November ($204.72, +158% vs. October) and a December retreat (−59%).

On average, month‑to‑month absolute movement was $70—far more volatile than the global market’s $4.46 average monthly swing.

Seasonal and monthly dynamics

The rhythm resembled classic seasonal arcs, but exaggerated. Q1 was the softest (average $44), Q2 climbed ($114), Q3 was the strongest stretch ($135), and Q4 remained elevated ($123) with the single highest month of the year in November. The pattern suggests mid‑year and late‑year pressure points where install costs intensified across markets, while January and, to a lesser extent, February marked the cycle’s lower-cost window.

Country vs. Global

Relative to the all‑industry global baseline, Education CPI stayed above market every month—by a lot. The gap ranged from 3.5x in January to 14.0x in November. Education’s average CPI ($104) was 675% above the global average ($13.43) for the year. The baseline itself peaked modestly in June at $23.76 and bottomed in January at $7.10, with a contained $16.66 annual range and a +47% rise from January to December—considerably steadier than Education’s choppy +240% trajectory.

Put simply: the global market showed a controlled, mid‑year lift and mild Q4 cooling, while Education across all countries experienced steeper crests and troughs, larger swings, and much higher absolute costs.

Closing

As part of Facebook Ads benchmarks, this CPI readout shows Education’s industry ad performance across all countries carried a persistent premium and heavier volatility versus the global market. While CPC trends, CPM analysis, and CTR performance offer additional context, the 2025 view underscores how cost per app install for Education worldwide diverged sharply from all‑industry norms. Understanding Facebook Ads cost‑per‑app‑install benchmarks for the Education industry across all countries helps teams evaluate country‑specific ad costs and compare them to global patterns.