See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
February 2025 - February 2026
Detailed observation of presented data
Hardware and Networking app acquisition costs moved through a year of sharp climbs and quick resets, ultimately landing higher than where they began. Across all countries, cost per app install (CPI) opened 2025 at $7.10, surged into a June peak at $23.76, cooled through late Q4, and then rebounded to $15.39 in January 2026. The pattern reads like a mid-year spike, a late-year easing, and a new-year lift—punctuated by notable volatility. Over the 13-month window, CPI averaged $13.58, with six months finishing above that mark and a wide top-to-bottom range of $16.66.
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 Hardware and Networking across all countries compared to the global benchmark.
The period began low (January 2025 at $7.10), climbed quickly (+64% to $11.63 in February), and gave back ground in March ($8.92). Momentum returned in April ($13.51, +52% MoM) before a slight May pullback ($12.32). June marked the standout spike at $23.76—about 77% above the 2025 average—followed by a sharp July reset to $10.77 (down 55% from June). From there, costs stabilized at a higher plateau: August ($15.61), September ($16.17), and October ($16.39) clustered tightly, with the Sep–Oct change just +$0.22. November softened to $14.57, and December dipped to $10.43, the lowest point since March. A new-year rebound brought January 2026 to $15.39.
For 2025 specifically, the annual average settled at $13.43. H1 averaged $12.87, while H2 ran higher at $13.99—about a 9% lift. Month-to-month volatility was pronounced: absolute changes averaged roughly $4.50, with the largest swing from June to July (−$12.99) and the smallest from September to October (+$0.22).
Seasonally, the year opened soft and stepped up into late spring, culminating in the June high. Mid-year auction dynamics then reset costs in July, after which the market found a steadier rhythm through early Q4: August to November averaged about $15.7, a band suggestive of equilibrium after the spike. As is common, performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; here, CPI eased into December ($10.43) before lifting in January 2026 ($15.39).
Because this view aggregates all countries, the series effectively functions as the global benchmark for Hardware and Networking CPI over this timeframe. There is no persistent gap to report versus a separate global line; instead, the notable dynamics are internal to the category’s all-country curve: a June apex 75–77% above the period average, a rapid July correction, and a late-year plateau that ultimately dipped in December before rebounding to start 2026.
Taken together, these Facebook Ads benchmarks highlight a choppy but comprehensible CPI arc for Hardware and Networking across all countries: a low start, a mid-year surge, stabilization, and a year-end reset followed by a new-year rise. Understanding cost-per-app-install trends for Hardware and Networking across all countries helps teams frame country-specific ad costs within the broader global pattern and situate CPI alongside related CPC trends, CPM analysis, and CTR performance.
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 Hardware and Networking industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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:
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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