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January 2025 - January 2026
Detailed observation of presented data
France’s Cost Per App Install story in 2025 reads as a year of extremes: a dramatic surge in late spring, a steep unwind through summer, and a choppy fourth quarter. On average, France sat above the global benchmark, but the path was far more volatile than the overall market. May delivered a standout spike, November fell to the yearly floor, and December rebounded sharply—creating a sawtooth pattern that contrasts with the steadier global curve.
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.
France began at 11.49 in January and ended at 11.97 in December—bookends that look stable, but the middle told a different story. The median Cost Per App Install (CPI) averaged 16.62 for the year (across 11 reported months), ranging from a low of 3.08 in November to a striking high of 63.89 in May. Month-to-month movement was pronounced: average absolute change was 16.20, far above the global 4.57.
Key moves:
From May’s peak to November’s trough, France saw a peak-to-trough swing of roughly 95%.
The first quarter was soft in France, with a notable February dip and no March reading. The market turned sharply in Q2, culminating in an outsized May–June surge that defined the year’s average. Q3 moderated, hovering in the 10–13 range aside from a September dip, while Q4 was choppy: an October lift, a November low, then a December rebound.
Globally, seasonality was more measured: costs climbed from Q1 into a June high (23.76), held in a tighter band through Q3–Q4, and eased into December (9.32). France mirrored the mid-year peak in timing but with far larger amplitude.
Across the year, France averaged 16.62 versus the global 13.37—about 24% higher—yet alternated between above- and below-market months. France outpaced the benchmark in January (+63%), May (+419%), June (+40%), July (+12%), and December (+29). It trailed in February (−59%), April (−35%), August (−17%), September (−56%), October (−21%), and November (−79%). The gap was narrowest in July (France ~12% above global) and widest in May and November (extreme over- and under-shoots, respectively).
Range underscores the contrast: France swung from 3.08 to 63.89 (a 60.8 spread), while the global benchmark moved between 7.07 and 23.76 (a 16.7 spread). Q2 crystallized the divergence—France averaged 35.32 versus the global 16.53—before underperforming through Q3 and Q4.
In short, Facebook Ads benchmarks for Cost Per App Install show that all industries in France experienced elevated averages but outsized volatility in 2025, with a May–June surge and a November trough defining the arc. Understanding CPI trends and country-specific ad costs for all industries in France helps teams benchmark industry ad performance against steadier global patterns and situate this CPI curve alongside broader CPC trends, CPM analysis, and CTR performance.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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