Facebook Ads Cost Per App Install Benchmarks in France

Introduction

France started the 13‑month window as a notably more expensive market for Cost Per App Install than the global benchmark, then pivoted into a dramatic late‑spring collapse. 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 All industries available in France compared to the global benchmark.

The story in the data

France’s cost-per-app-install began at about 36.8 in June 2025 and finished the series at roughly 0.96 in June 2026 — a drop of about 97%. The France series averaged approximately 38.2 across the period, with a high of 66.35 in September 2025 and a low of 0.96 in June 2026. By contrast the global baseline averaged ~15.6, peaking at 30.13 in February 2026 and bottoming near 9.34 in December 2025.

Momentum highlights: France climbed sharply through summer into a late‑summer peak (+~80% from June to September 2025), then eased into autumn. A sudden, steep decline began after April 2026: April’s 34.37 fell to 3.61 in May (≈−89%), then to 0.96 in June (≈−73% month‑over‑month). Across the full span France’s monthly absolute movement averaged about 8.5 points — materially higher than the baseline’s average monthly swing (~5.5 points), signaling greater volatility.

Seasonal and monthly dynamics

The rhythm shows an elevated late‑summer/early‑autumn cost profile in France (peak in September), followed by a generally elevated plateau through winter and early spring. The baseline displays a pronounced February spike (global peak at ~30.1), a pattern not mirrored in France, where February was elevated but not the peak. The most striking seasonal break comes in late spring 2026 when French costs collapse to multi‑month lows, creating a two‑phase year: an expensive, choppy back half of 2025 and a very low late‑spring 2026.

Country vs. Global

France spent most of the period above the global benchmark — on average roughly 145% higher than the baseline. The gap varied: the narrowest margin occurred in February 2026 (France ≈38.6 vs global ≈30.1, ~+28%); the widest was in December 2025 (France ≈46.6 vs global ≈9.34, ~+499%). France’s cost series was more volatile than the global benchmark (avg monthly absolute change ~8.5 vs ~5.5), with more pronounced spikes and the dramatic late‑spring drop that inverted the year’s relationship to the global curve (France went from consistently above to falling well below the baseline in May–June 2026).

Understanding Cost Per App Install benchmarks for All industries available in France provides a clear picture of market-specific ad cost swings and complements broader Facebook Ads benchmarks, CPC trends, CPM analysis and CTR performance studies when examining country‑specific ad costs and industry ad performance in France.