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Facebook Ads Cost Per App Install Benchmarks for Hardware and Networking in United States

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Cost Per App Install for Hardware and Networking in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-app-install benchmarks: Hardware and Networking in the United States

This analysis looks at cost-per-app-install trends for industry Hardware and Networking and target country United States compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • The United States Hardware and Networking median cost per app install averaged $16.37 across the observed 2025 months (Jan–Apr, Jul–Aug), which is 55% above the global baseline for the same months ($10.58), and 29% above the broader global average across Oct 2024–Sep 2025 ($12.67).
  • Sharp Q1 volatility: January spiked to $27.61, then fell by 51% in February, rebounded 72% in March, and dipped 57% into April. Summer stabilized around $12.
  • Relative positioning: above market in Q1; broadly in line to below market from April onward.
  • Seasonality signals from the global baseline show a November spike, a pronounced June peak, and a September ramp. Costs typically increase in Q4 around holiday periods.

United States Hardware and Networking trend (selected data)

  • Coverage: Jan–Apr, Jul–Aug 2025.
  • Average: $16.37; median across months: $12.77.
  • High/low: High in January at $27.61; low in April at $9.90. Range of $17.70.
  • First-to-last change: $27.61 (Jan) to $12.10 (Aug), a 56.1% decrease.
  • Volatility:
  • Month-to-month absolute change averaged $7.87.
  • Average absolute percentage change: 40.6%.
  • Notable moves:
  • Jan → Feb: −51.3%
  • Feb → Mar: +72.4%
  • Mar → Apr: −57.2%
  • Apr → Jul: +21.6%
  • Jul → Aug: +0.5%
  • Seasonal pattern in this series: elevated Q1 with a high January, then a reset by April and steady summer levels (~$12.04 in July, $12.10 in August).

Comparison to the global baseline

  • Matching-month comparison (Jan–Apr, Jul–Aug 2025):
  • Global average: $10.58 (vs. $16.37 in the United States Hardware and Networking).
  • High/low: $15.00 (Aug) and $6.36 (Jan).
  • First-to-last change: $6.36 (Jan) to $15.00 (Aug), up 135.9%.
  • Volatility across the same transitions:
  • Average absolute change: $3.52 (global) vs. $7.87 (selected).
  • Average absolute percentage change: 42.9% (global) vs. 40.6% (selected).
  • Month-by-month positioning:
  • Above market: Jan, Feb, Mar.
  • Below or near market: Apr, Jul, Aug.
  • Broader global context (Oct 2024–Sep 2025):
  • Average: $12.67; low: $6.20 (Oct 2024); prominent peaks: $26.21 (Jun 2025) and $22.99 (Sep 2025).
  • Q4 signal: November rises to $14.28 before cooling in December ($8.52).

Seasonal context and pattern alignment

  • The selected United States Hardware and Networking series shows a pronounced Q1 surge followed by normalization into summer, while the global baseline indicates:
  • A November uptick.
  • A strong June spike.
  • A September ramp that often precedes Q4 activity.

Understanding cost-per-app-install benchmarks on Facebook Ads in Hardware and Networking and United States 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 Hardware and Networking industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting United States, advertisers often face higher costs due to high competition and purchasing power. 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.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

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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