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 cost per app install (CPI) told a year of sharp swings against a steadier global backdrop. The median CPI for all industries in France averaged about 17.4 across the observed months, roughly 15% higher than the 15.1 global average. But the bigger story is volatility: France posted a deep December trough, a dramatic May spike, and a clear cool-down into early Q4 — a choppy arc compared to the global benchmark’s more even climb through mid-year.
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 opened at 29.84 in November 2024, collapsed to a yearly low of 1.31 in December, then climbed to 11.49 in January and 5.93 in February. After a moderate April (8.75), CPI spiked to a yearly high of 63.89 in May and remained elevated in June (33.32) before easing: 12.04 in July, 13.24 in August, 7.13 in September, and 4.68 in October.
Key movements framed the narrative: a 96% drop from November to December; a 780% rebound into January off December’s low; a 630% jump from April to May; and a 48% slide from May to June. From November to October, France’s CPI trended down overall (−84%), even with the mid-year surge.
Seasonality showed in different ways for each series. Global CPI typically firmed through late Q2 into Q3, with peaks in June and September. France mirrored part of that with a dramatic surge in May–June, then steadily cooled through October. Q2 in France averaged 35.3 — around double the global Q2 average (17.4) — while Q3 in France (10.8) lagged the global Q3 average (18.1), underscoring a mid-year spike followed by a softer late-summer and early fall.
December stood out as an anomaly in France with unusually low CPI, while October closed the period subdued and well under the global level.
France alternated between periods of over- and underperformance:
Across the 11 overlapping months, France spent 7 months below the global median CPI. The tightest gap appeared in July (5% below global), while the widest overperformance came in May (about 5.4x the global level). The steepest underperformance landed in December (−88% vs. global), followed by October (−76%).
In summary, Facebook Ads benchmarks for cost per app install show France’s all-industry CPI running more volatile than the world, with a pronounced May–June spike and a soft end to the period. While CPC trends, CPM analysis, and CTR performance shape broader country-specific ad costs, this CPI view highlights how industry ad performance in France diverged from global patterns — peaking in late spring before settling below the benchmark into October. Understanding cost per app install benchmarks for all industries in France helps contextualize app acquisition costs against 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