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Facebook Ads Cost Per App Install Benchmarks for Gaming in Philippines

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Cost Per App Install for Gaming in Philippines

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-app-install trends for industry Gaming and target country Philippines compared to the global trend; it is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • The Philippines series sits well below market: average 0.26 vs a global average of 9.01 across the same months (about 97% lower, ~35x cheaper).
  • Seasonality is evident: costs edge up into December, soften in January, and rebound by March—aligned with typical Q4 holiday pressure and early Q1 resets.
  • Volatility is moderate-to-high in the Philippines (average adjacent change ~28%), slightly higher than the global baseline (~25%).

About the data

  • Metric: cost-per-app-install on Facebook Ads.
  • Selection: Gaming industry in the Philippines (PH) vs a global baseline (all industries/countries).
  • Period with overlapping visibility: November 2024 to March 2025 (four months in the selected series: Nov, Dec, Jan, Mar).

Selected trend overview (Gaming, Philippines)

  • Average: 0.26
  • High: 0.31 in March 2025
  • Low: 0.21 in January 2025
  • Change from first to last month: +31% (November 2024 to March 2025)
  • Volatility (adjacent periods):
  • November→December: +14%
  • December→January: −22%
  • January→March: +48% (largest jump)
  • Notable pattern: a gentle Q4 lift (Nov→Dec), a January dip, then a sharp rebound by March—consistent with holiday competition followed by early-Q1 normalization.

Comparison to the global baseline

To ensure a fair comparison, baseline stats use the same months where the selected data is available (Nov 2024, Dec 2024, Jan 2025, Mar 2025).

  • Global average: 9.01 (vs 0.26 in the Philippines)
  • High: 14.28 in November 2024
  • Low: 6.36 in January 2025
  • Change from first to last month: −52% (November 2024 to March 2025)
  • Volatility (adjacent periods):
  • November→December: −40%
  • December→January: −25%
  • January→March: +8%
  • Relative positioning:
  • Level: the Philippines Gaming series is well below market (about 97% lower than the global average across the overlapping window).
  • Pattern: both series show Q4 elevation and a January trough; however, the Philippines rebounds more strongly into March, while the global series stabilizes at a lower level.
  • Variability: the Philippines shows slightly higher step-to-step volatility (~28% vs ~25%), driven by the pronounced January→March recovery.

Seasonality and volatility signals

  • Seasonal cues: costs typically increase in Q4 around holiday periods; the Philippines Gaming series shows a mild December lift, a January low, and a strong March recovery.
  • Market context: the global baseline peaks in November and eases through January before a modest uptick in March—broadly in line with seasonal demand cycles.

Understanding cost-per-app-install benchmarks on Facebook Ads in industry Gaming and Philippines 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 Philippines, 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.

Philippines Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 29Chinese New Year
Apr 9Day of Valor
Apr 17Maundy Thursday
Apr 18Good Friday
Apr 19Black Saturday
May 1Labour Day
Jun 6Eid'l Adha
Jun 12Independence Day
Aug 21Ninoy Aquino Day
Aug 25National Heroes Day
Nov 1All Saints' Day
Nov 30Bonifacio Day
Dec 8Immaculate Conception
Dec 24Christmas Eve
Dec 25Christmas Day
Dec 30Rizal Day
Dec 31New Year's Eve

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas and Rizal Day), June–August (Independence Day and National Heroes Day), Chinese New Year (January) and Eid observances

Potential Advertising Impact

CPM and CPC might rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel categories. Late November–December retail campaigns see strong competition and elevated CPMs. Long weekend holidays could reduce weekday ad inventory while weekend awareness campaigns benefit from higher media consumption.

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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