Facebook Ads Insights Tool

Facebook Ads Cost Per App Install Benchmarks for Entertainment in United Kingdom

See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform

Cost Per App Install for Entertainment in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Entertainment in Great Britain shows an unusually bimodal pattern in cost per app install: two extreme spikes in November 2024 and January 2025, with the rest of the year at very low levels.
  • On average, the selected series sits above market because of those spikes (mean 51.85 vs. global 12.67), yet in typical months it is far below market (median 1.29 vs. global median 11.44). Across overlapping months, 73% of observations are below the global baseline.
  • Volatility is high. Median month-over-month change is about 89% for the selected data vs. 53% globally.
  • Seasonality appears amplified in Great Britain: sharp increases around late Q4 and early January; globally, costs rise into mid-year (June–September).

What this analysis covers

This analysis looks at cost per app install trends for industry Entertainment and target country Great Britain compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Selected data (Entertainment, Great Britain)

  • Overall level:
  • Average: 51.85; median: 1.29
  • High: 399.26 (Jan 2025); low: 0.65 (Jun 2025)
  • First-to-last change: from 8.48 (Oct 2024) to 2.29 (Aug 2025), down 73%.
  • Notable movements:
  • Nov 2024 surged to 147.71 (+~1,640% vs. Oct).
  • Dec 2024 fell to 0.95 (−~99% vs. Nov).
  • Jan 2025 spiked again to 399.26 (over 420× December).
  • After February (6.44), costs stayed depressed through June (0.65), then recovered into August (2.29).
  • Volatility:
  • Median month-over-month change: ~89%, indicating large swings even after excluding the most extreme outliers.

Global baseline (all industries/countries)

  • Overall level:
  • Average: 12.67; median: 11.44
  • High: 26.21 (Jun 2025); low: 6.20 (Oct 2024)
  • First-to-last change (Oct 2024 to Sep 2025): up ~271%.
  • Seasonality:
  • Costs rise in November, ease in December–January, then trend higher into mid-year with notable peaks in June and late summer/early fall.

How Great Britain compares to the global trend

  • Relative positioning:
  • Average vs. market: above market due to two spikes (Jan and Nov).
  • Typical months: below average, reflected in a much lower median (1.29 vs. 11.44).
  • Monthly comparison: in 8 of 11 overlapping months (73%), Great Britain is below the global baseline; it is above in Oct 2024, Nov 2024, and Jan 2025.
  • Seasonality and volatility:
  • Seasonal effects are exaggerated: holiday-period costs typically increase in Q4 and early January, which aligns with the sharp November–January surges seen here.
  • Outside those spikes, the series stays well below global norms in spring and early summer, with a light rebound into late summer.
  • Volatility is higher than global (median MoM change ~89% vs. ~53% globally).

Understanding COST_PER_APP_INSTALL benchmarks on Facebook Ads in industry Entertainment 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 Entertainment industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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.

Optimize Smarter with Superads

Improve your Facebook ad performance

Instant performance insights – See which ads, audiences, and creatives drive results.

Data-driven creative decisions – Spot patterns to improve ROAS.

Effortless reporting – No spreadsheets, just clear insights.

Get Started for free →

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.