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
France’s app install costs spent the year on a rollercoaster: a mid-year surge, a sharp second-half cool-down, and far choppier swings than the global benchmark. Across all industries, France averaged a Cost Per App Install (CPI) of about 17.3 over the observed period, slightly above the global average of 16.4, but with extremes that stood out: a floor in December and a pronounced spike in May. 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 in France compared to the global benchmark.
Starting point to endpoint, France fell from 29.84 in November 2024 to 4.71 by October 2025, an 84% decline. The low arrived unusually early at 1.31 in December 2024, then costs rebounded into January (11.49) and oscillated into spring. The high came in May 2025 at 63.89—nearly six times the December level—before easing to 33.32 in June and sliding through Q3 into early Q4.
Across the 11 reported months, France’s CPI averaged 17.3 with a median of 11.49, ranging from 1.31 (Dec) to 63.89 (May). Volatility was the defining feature: average month-to-month absolute movement was 16.6 points, roughly 2.6 times the global benchmark’s 6.5. The biggest swing was April to May (+55.1), followed by a May to June pullback (−30.6). The calmest move was July to August (+1.2).
Seasonality showed in bursts rather than a smooth wave. Q1 was mixed: a December trough gave way to a January rebound, then softened in February. Q2 was the outlier—April lifted, May spiked to the annual high, and June cooled but remained elevated. Q3 settled into a quieter, lower-cost band (12.04 in July; 13.24 in August; 7.13 in September). Entering Q4, October stayed low at 4.71, bucking the broader pattern where competition often lifts costs late in the year for Facebook Ads benchmarks.
Relative to the global benchmark, France was slightly more expensive on average (+5.6%) but dramatically more volatile. The global series peaked at 27.90 in June and was otherwise contained, while France’s May high (63.89) towered over it. Month by month, France alternated between above- and below-market levels:
The gap was narrowest in July and widest in May (France 5.3x the global median). Directionally, the global trend ended higher than it began (+18% from November to October), while France declined sharply over the same span, highlighting a divergence in country-specific ad costs versus the steadier global pattern.
Understanding Facebook Ads benchmarks for Cost Per App Install across all industries in France highlights a year of elevated volatility, a Q2 spike, and a Q3–Q4 cooldown versus steadier global CPI trends. These country-specific dynamics help contextualize industry ad performance and app install cost patterns relative to global norms.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting France, advertisers should consider local market factors and user behavior. 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.
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Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)
CPM and CPC might increase during spring holidays when leisure and travel campaigns see higher engagement. Extended 'ponts' (bridge days) in May could create long weekends with lower weekday ad inventory. Late November and December feature steep increases in ad competition. Christmas season may drive peak ad volumes.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app