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Facebook Ads Cost Per App Install Benchmarks for Gaming in India

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Cost Per App Install for Gaming in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • The Gaming industry in India shows cost-per-app-install levels that are far below the global benchmark—about 98% lower on average over the same months.
  • India’s series is volatile but not erratic: typical month-to-month moves average roughly 46%, with a pronounced dip to a yearly low in August 2025.
  • Global benchmarks display clear seasonal surges (notably in November, June, and September), whereas India’s peak arrives in May and then collapses into August, indicating a different seasonal pattern locally.

Scope and dataset

This analysis looks at cost-per-app-install trends for the Gaming industry in India compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Time coverage:

  • Selected India series: Oct 2024–May 2025 and Aug 2025 (no readings for Jun–Jul 2025).
  • Global baseline: Oct 2024–Sep 2025.

India Gaming: cost-per-app-install trends and stats

  • Average level (observed months): 0.17.
  • High and low:
  • High: 0.28 in May 2025.
  • Low: 0.02 in August 2025.
  • First-to-last change (Oct 2024 to Aug 2025): down about 89%.
  • Volatility: average absolute month-to-month change of ~46%.
  • Notable moves:
  • Sharp decline from October to November 2024 (about -48%).
  • Strong run-up January to February 2025 (+35%) and then to May (+67% from April).
  • Steep drop from May to August 2025 (-93%), marking the period low.

Seasonality signals:

  • Unlike the common Q4 inflation seen globally, India’s Gaming costs did not spike in November–December. Instead, the local peak occurred in May, followed by a deep off-season trough in August.

Global baseline comparison

  • Average level:
  • Over the same months as India’s readings: 10.06.
  • Across the full baseline period (Oct 2024–Sep 2025): 12.67.
  • High and low (full baseline):
  • High: 26.21 in June 2025 (with another surge to 22.99 in September).
  • Low: 6.20 in October 2024.
  • Volatility: average absolute month-to-month change ~61%, indicating a broadly turbulent global environment.

Relative positioning

  • Level: India’s Gaming cost-per-app-install is consistently below market—about 98% below the global average over the overlapping months (0.17 vs 10.06).
  • Seasonal pattern: The global series shows typical holiday and mid-year surges (notably November and June), while India diverges with a May peak and an August trough.
  • Volatility: Both series are choppy, though the baseline is somewhat more volatile. India’s series still exhibits large swings, particularly around the May peak and August dip.

Understanding COST_PER_APP_INSTALL benchmarks on Facebook Ads in industry Gaming and India helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Gaming industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting India, 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

What's a good CPI for iOS vs Android in 2025?

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.

Why is my app install cost higher in some countries?

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.

What creatives drive the lowest CPI on Facebook?

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.

Should I optimize for installs or in-app actions?

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.

How do I lower CPI without tanking app retention or quality?

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.

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