See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
October 2024 - October 2025
Detailed observation of presented data
This analysis looks at cost-per-app-install trends for industry HR & Staffing and target country France 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:
Across October 2024 to September 2025, the global median cost per app install averages 12.67. The lowest point is 6.20 in October 2024, and the highest is 26.21 in June 2025, a range of 20.02. From the first to the last month, costs climb from 6.20 to 22.99, a +271% increase.
Volatility is elevated: the average absolute month-to-month percentage change is approximately 60.9%. Large swings include:
Only one-third of months sit above the period average (November, June, August, September), reinforcing the concentration of higher costs mid-year.
While marketers often expect Q4 pressure, this window shows only a partial holiday effect: a November bump followed by a softer December. Quarterly averages in the global series are:
Costs clearly step up in Q2 and remain high in Q3, with the single-month peak in June and continued elevation into late summer and early fall.
There is no available selected_data for HR & Staffing in France in the provided timeframe. As a result:
In the absence of selection-level data, the global baseline serves as the directional benchmark, indicating a market that tightened substantially mid-year with material swings month to month.
Understanding COST_PER_APP_INSTALL benchmarks on Facebook Ads in industry HR & Staffing and France helps advertisers make more efficient budget and creative choices.
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 HR & Staffing industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting France, advertisers should consider local market factors and user behavior. 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.
Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)
CPM and CPC might increase during spring holidays when leisure and travel campaigns see higher engagement. Extended 'ponts' (bridge days) in May could create long weekends with lower weekday ad inventory. Late November and December feature steep increases in ad competition. Christmas season may drive peak ad volumes.
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:
Average cost per click benchmarks across industries
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