Facebook Ads Cost Per App Install Benchmarks for HR & Staffing

Introduction

Across all countries, HR & Staffing app install costs moved through a clear midyear surge and a softer finish, with outsized volatility framing the story. Cost Per App Install (CPI) started the year low at $7.07 in January, spiked to a peak of $23.76 in June, then settled into a mid‑teens plateau through early Q4 before sliding to $9.32 in December. On the year, the average CPI landed at $13.37, with a median of $12.92 and a wide 3.4x range between the high and low. Month-to-month swings averaged $4.57 (about 36% change), marking a choppy year even by performance marketing standards.

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.

Section 1: The story in the data

The year opened at $7.07 in January, lifted to $11.63 in February, and cooled to $8.91 in March—an early trough around single-digit CPIs. Momentum rebuilt into spring: April at $13.51 and May at $12.32 set the stage for a dramatic June spike to $23.76, the year’s high and nearly double May (+93%). That surge unwound quickly, with July falling to $10.77 (−55% from June).

From there, HR & Staffing CPIs found a steadier band. August ($15.99), September ($16.16), and October ($16.43) clustered tightly within a narrow $0.44 spread, suggesting stabilization after the midyear shock. November eased to $14.57, and December completed the softening at $9.32. End-to-start, the series finished about 32% above January’s level, but with a path defined more by spikes and pullbacks than a smooth climb.

On yearly statistics: the average CPI was $13.37, the median $12.92, and the high–low range spanned $16.68. Six months landed above the annual average (April and August–November), with the longest “above-average” run from August through November. Absolute month-to-month changes averaged $4.57, with the largest moves concentrated around the June peak and July correction.

Section 2: Seasonal and monthly dynamics

Seasonally, Q1 was the softest quarter (average $9.21), marked by a February pop but otherwise subdued costs. Q2 was the strongest (average $16.53), driven almost entirely by June’s outsized spike. Q3 averaged $14.31, stabilizing in the mid-teens with a shallow climb from July to September. Q4 began firm in October ($16.43) and then decelerated: November eased, and December reset near Q1 territory. The rhythm reads as early-year softness, a steep Q2 escalation, then a mid-teens consolidation that ultimately gave way to a late-year decline.

Section 3: Country vs. Global

Because this view aggregates all countries for the HR & Staffing industry, it effectively represents the global Facebook Ads benchmark for Cost Per App Install in this category. As such, there is no above- or below-market gap to report—the selected series and the global benchmark are the same view. Notably, the defining characteristic of this benchmark is its midyear volatility: the June peak, the sharp July correction, and a brief late‑Q3/early‑Q4 plateau before a December pullback.

Closing

In summary, Facebook Ads benchmarks for Cost Per App Install in HR & Staffing across all countries show a year shaped by a dramatic midyear spike, a stable mid‑teens stretch, and a softer Q4 close. This CPI trendline offers a clear, data-grounded view of industry ad performance, complementing broader CPC trends, CPM analysis, and CTR performance discussions with a dedicated lens on country-agnostic app install costs for HR & Staffing worldwide.