Compare mobile acquisition cost benchmarks by industry, region, and platform.
October 2025 - September 2026
Benchmark observations based on the selected data
France’s cost-per-app-install (CPI) story across the 12 months is one of pronounced swings: a high-cost second half of 2025 gives way to a dramatic collapse in late spring 2026. 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 July 2025 at about $44.7 per app install and finished June 2026 at $2.84 — a near 94% decline from start to finish. Across the year France averaged roughly $38.4 per install, versus a global median of about $15.6 for the same months — roughly 2.5x the baseline. The French series peaked in September 2025 at $66.35 (a head-turning high) and stayed elevated through October ($52.51) and December ($46.61) before a steady erosion into early 2026. The deepest lows arrived in May–June 2026 ($3.61 and $2.84), which stand in stark contrast to the prior half-year.
Quantitatively, France’s month‑to‑month absolute movement averaged about $8.4 — noticeably choppier than the global series, which averaged roughly $5.1 in monthly movement. France’s full range was about $63.5 (low to high), compared with a baseline range of roughly $20.8 over the same period.
The calendar shows a late‑summer to autumn elevation: costs rose from July into a September peak, then softened through late autumn and winter. February 2026 produced a relative convergence with global benchmarks (France ≈ $38.6 vs global ≈ $30.1) before a steady downtrend in March–April and an abrupt collapse in May–June. Typical seasonal cues are visible: a high-cost autumn window followed by softer late‑Q4 to Q1 behavior — but the May–June collapse is an outlier to that rhythm, producing a rapid deceleration in CPI that breaks the prior seasonal pattern.
Relative to the global benchmark, France was consistently above average for most of the year and markedly more volatile. At its widest gap (December 2025) France’s CPI was almost 5x the global median; at the narrowest pre-collapse moment (February 2026) France was only about 28% above global. After the May–June drop, France moved below the global median (June ~81% below global that month). Overall, France registered higher peaks and steeper month‑to‑month swings than the baseline — a pattern of “above market” highs followed by a rapid “rebound to below-average” finish.
Understanding cost-per-app-install benchmarks for all industries in France — alongside Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and broader country-specific ad costs — reveals a year marked by elevated autumn acquisition costs, mid‑winter convergence, and a dramatic spring deflation in install pricing for France. This snapshot of industry ad performance in France provides a data-rich picture for comparing country-level CPI trends to global patterns.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting France, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPI values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)
Leisure and travel campaigns may raise CPM and CPC during spring holidays. May 'ponts' (bridge days) may create long weekends with lower weekday ad inventory. Ad competition increases in late November and December. Christmas may bring 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 that show app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals can lower CPI.
Optimizing for installs increases volume. Optimizing for actions such as signups or purchases brings higher-quality users. Choose based on your goals and the importance of post-install behavior.
Align creative with the app experience, avoid misleading ads, and exclude people who already installed. Test lookalike audiences based on high-quality users rather than all installers.
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