Facebook Ads Cost Per App Install Benchmarks for HR & Staffing

Introduction

Global cost-per-app-install (CPI) in Facebook Ads showed a sharp mid-year surge followed by an elevated finish, creating one of the choppier arcs of the year. Costs fell into January, spiked dramatically in June, cooled in July, and then rebuilt through early Q4. Across all countries, the period averaged about $15.10 per install with a median of $12.64, indicating a top-heavy distribution driven by a few expensive months. 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 HR & Staffing across all countries compared to the global benchmark.

The story in the data

The period opened at $15.83 in November 2024 and closed at $19.14 in October 2025, a 21% lift end to end. The low came in January at $7.13, while June posted the clear high at $27.90—nearly 4x January’s trough. The average for the 12 months landed at $15.10; the median was lower at $12.64, underscoring how June and September ($23.31) pulled the mean up.

Volatility was notable. The average absolute month-over-month swing was about $6.23, and the standard deviation across the period was roughly $5.8 (coefficient of variation ≈ 38%), both well above what many marketers consider a steady market. Key moves included a brisk rebound from January to February (+76%, $7.13 to $12.52), a pullback in March (−30%), an upswing into April (+43%), and then the outsized jump into June (+137% from May). Post-peak, July reset lower (−55% vs. June), before late Q3 momentum lifted CPI in August (+44%) and September (+28%), easing again in October (−18%).

Seasonal and monthly dynamics

The rhythm maps to a classic trough-to-peak-to-reset pattern. Early Q1 marked the softest point (January), spring traded choppily, and June stood out as an extreme. The second half settled into a two-step: a July dip, then a steady climb into September before October moderated. While many channels see firmer competition in late Q3 and Q4, the standout here is how much of the annual CPI shape is explained by the June spike, with late-year costs remaining elevated relative to the early months.

Country vs. Global

Because the selected view aggregates all countries and the HR & Staffing industry time series is not available as a separate cut, the global CPI curve serves as the operative Facebook Ads benchmark. In other words, the “selected” market and the baseline align here. That means level and volatility observations—average near $15, lows around $7, highs near $28, and pronounced month-to-month swings—define the directional range for HR & Staffing across all countries. Without a distinct industry series, above-market or below-market gaps versus the global line cannot be quantified in this slice.

Closing

Understanding Facebook Ads cost-per-app-install benchmarks for HR & Staffing across all countries helps situate country-specific ad costs within a global frame and clarifies how CPI trends evolved—peaking mid-year, stabilizing in late Q3, and moderating into October—providing a clear, data-driven view of industry ad performance relative to global patterns.