See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
November 2024 - November 2025
Detailed observation of presented data
Finance app install costs spent most of the year moving in a manageable band before an extraordinary Q4 surge reset the narrative. Across all countries, the Finance industry’s cost per app install (CPI) tracked close to the global benchmark through late summer, then spiked dramatically in October–November 2025, lifting the annual average well above the market. The jump was far steeper than typical Q4 competition, creating a year defined by a late-stage breakout.
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 the Finance industry across all countries compared to the global benchmark.
The period opens at $24.46 in November 2024 and closes at $199.07 in November 2025—an increase of roughly 714%. The series bottoms at $6.05 in January (the low), climbs to an early peak of $33.11 in April, then settles into a $10–20 range through September before an 11x month-over-month surge to $189.33 in October and a further +5% lift in November (the high).
Averages reflect the two-speed year: Finance CPI averaged $44.68 across the full period, but excluding October–November it averaged $17.50. By comparison, the global benchmark averaged $15.91. Month-to-month volatility in Finance averaged $21.78, inflated by the October jump; excluding that outlier, average monthly movement was $8.13. The benchmark was steadier at $6.29 average monthly change.
Key monthly swings:
Seasonality shows a classic Q1 trough, a spring lift, and softer summer. April was the strongest pre-Q4 month, while August marked the summer low at $10.15. The year’s defining move came late: Q4 typically tightens as competition rises, yet Finance CPI’s leap in October–November 2025 far exceeded the market’s usual year-end uptick, turning a mostly mid-teens year into a high-cost finish.
Against the global Facebook Ads benchmarks, Finance was mixed for most of the year, then decisively above market in Q4:
Taken together, these Facebook Ads benchmarks show a Finance CPI that held close to market levels for much of the year but finished with a dramatic Q4 escalation across all countries. Understanding cost-per-app-install dynamics—and how they intersect with broader CPC trends, CPM analysis, and CTR performance—helps position Finance industry ad performance within global, country-agnostic ad costs and year-round rhythms.
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 Finance industry, Facebook ad costs can be typically higher due to high competition and valuable conversions. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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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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.
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.
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.
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.
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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
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Cost per lead across different markets
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See how much it costs to get users to install an app