Facebook Ads Cost Per App Install Benchmarks for Energy and Mining

Introduction

Across global markets, cost per app install moved through a dramatic mid‑year surge and a calmer late‑summer plateau before easing into year‑end. The pattern is punctuated by a June spike and an unusually soft December. With the view aggregated across all countries and no separate Energy and Mining time series available, the industry’s directional read mirrors the global benchmark in this period. 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 Energy and Mining in all countries compared to the global benchmark.

The story in the data

The year opened with the lowest median CPI at $7.07 in January and closed at $9.32 in December—up roughly 32% from the start but still well below the mid‑year highs. The peak arrived in June at $23.76, more than triple January’s cost (+236%). On average, CPI was $13.37 for the year, with a median of $12.92—slightly lower than the mean, reflecting the outsized June spike.

Month to month, costs swung notably. February jumped to $11.63 (+64% MoM), March cooled to $8.91 (−23%), and April rebounded to $13.51 (+52%). After a modest dip in May ($12.32), June surged to the year’s high (+93% vs. May), then unwound sharply in July ($10.77, −55% vs. June). Late summer and early autumn stabilized: August ($15.99), September ($16.16), and October ($16.43) advanced in small steps of +$0.17 and +$0.27. November eased to $14.57 (−11%), and December fell further to $9.32 (−36%). The average absolute month‑over‑month move was about $4.57, roughly one‑third of the annual mean, underscoring mid‑year volatility and a steadier late‑Q3 rhythm.

Seasonal and monthly dynamics

Seasonally, Q1 was the least expensive period at an average CPI of about $9.21. Q2 became the costliest at roughly $16.53, driven by June’s spike. Q3 held elevated but steadier levels (~$14.31) as the market found a mid‑teens equilibrium. Q4 moderated to ~$13.44, with October the local high and December a conspicuous trough relative to typical year‑end pressure. Comparing halves, H2 averaged about $13.87, around 8% above H1’s ~$12.87—higher overall, but with a softer December finish that pulled down Q4.

Country vs. Global

Because the country view aggregates all available markets and the Energy and Mining series is not isolated here, the industry’s trajectory aligns one‑to‑one with the global benchmark. In effect, the “gap” to global is zero in this dataset: the same January low ($7.07), the same June peak ($23.76), the same late‑summer stability (August–October around $16), and the same December cooldown ($9.32). Volatility levels likewise match the market baseline, averaging a $4.57 absolute month‑to‑month swing.

Closing

Taken together, these Facebook Ads benchmarks show cost per app install for Energy and Mining across all countries peaking mid‑year and easing into Q4, with a pronounced June surge and an atypically soft December. Understanding cost per app install trends for Energy and Mining in all countries—alongside broader CPC trends, CPM analysis, and CTR performance—helps benchmark country‑specific ad costs against consistent global patterns.