Facebook Ads Cost Per App Install Benchmarks in Germany

Introduction

Across all industries in Germany, Cost per App Install (CPI) told a dramatic story: two outsized spikes defined the headline, while most months ran far below the global benchmark. Germany opened with an elevated November 2024 and an even sharper surge in May 2025, yet the remainder of the year settled into low single digits, ending at the lowest point observed. 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 Germany compared to the global benchmark.

The story in the data

Germany’s CPI started at 117.72 in November 2024, fell to 14.03 in December, then compressed to a January trough of 2.88. February eased further to 2.16 before a modest lift in March–April (5.74 and 6.02). May 2025 marked the high of the period at 164.20, followed by a sharp reset to 12.38 in June. From there, the market settled into a low-cost run: July at 2.90, August 1.99, September 2.19, October 1.75, and November 2025 at the low of 1.26.

Over the 13 months, Germany averaged 25.79, but the median month landed at just 2.90—underscoring how two extreme months skewed the mean. The year thus finished with a striking decline from November 2024 to November 2025 of roughly 99%. Month-to-month volatility averaged 36.7 points in absolute terms, far above the global baseline, although the median month-to-month move was a calm 2.24—another signal that outside of November 2024 and May 2025, the pattern was steady and inexpensive.

Seasonal and monthly dynamics

The rhythm in Germany diverged from the classic install-seasonality arc. There was a holiday spike in November 2024, a soft landing into early Q1, a mid-spring lift, and then an outsized surge in May, after which costs compressed and stayed subdued through late Q3 and into Q4 2025. The mild uptick in September gave way to fresh lows in October and November, suggesting late-year acquisition costs remained unusually light relative to earlier peaks. By contrast, the global series showed a more familiar cadence: softer in January, firming into spring, peaking mid-year (June), and maintaining elevated levels through Q4.

Germany vs. Global

Compared to the global benchmark, Germany was an outlier on two fronts: extreme peaks and unusually low “typical” costs. The global average CPI over the same window was 15.91 with a median of 14.74. Germany’s average of 25.79 sits above that, but its median of 2.90 sits far below. Excluding the two spikes, Germany’s average for the remaining months was approximately 4.85—about 70% below the global average.

Germany ran below the global benchmark in 10 of 13 months, typically by 60–93%: January (−60%), February (−83%), April (−59%), and August–November 2025 (−90% to −93%). The gap was narrowest in December 2024, when Germany was only 11% above global. The widest divergences came in May 2025 (+1,262% vs. global) and late 2025 when Germany trailed by over 90%. Volatility also differed: Germany’s average absolute month-to-month change was 36.7 versus the global 6.3, but that headline is driven by the two spikes; outside them, Germany’s month-to-month pattern was more restrained than the global series.

Closing

Taken together, these Facebook Ads benchmarks show CPI trends for all industries in Germany that are defined by two exceptional surges against an otherwise low-cost backdrop, often well below country-specific ad costs seen globally. Understanding Cost per App Install benchmarks for all industries in Germany helps advertisers evaluate app install performance relative to the global pattern and contextualize broader CPC trends, CPM analysis, and CTR performance.