Facebook Ads Cost Per App Install Benchmarks for IT Services & Outsourcing

Introduction

Across all countries, cost per app install (CPI) moved through a full boom‑bust cycle and back again, ultimately landing near where it started. The global benchmark began at $17.55 in November 2024, dipped to a January trough of $7.22, then surged to a June peak of $27.90 before easing to $17.18 in November 2025. Net change over the 13-month window was modest (−2%), but the journey was volatile, with two whipsaws in early summer that defined the year’s profile. 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 IT Services & Outsourcing across all countries compared to the global benchmark.

The story in the data

The global CPI averaged $15.91 from November 2024 through November 2025, spanning a wide range from $7.22 (January) to $27.90 (June). Month-to-month movement averaged a sizable $6.29, with sharper-than-usual swings around midyear: a +$15.85 jump from May to June, followed immediately by a −$15.66 reversal into July.

Key beats:

• Start and finish: $17.55 (Nov 2024) to $17.18 (Nov 2025), essentially flat (−2%).
• Lows: January ($7.22) and March ($9.17), forming a soft Q1 band around $9–$10.
• Highs: June ($27.90) as the standout spike; followed by elevated levels in September ($22.72) and October ($20.72).
• Quarterly cadence: Q1 2025 averaged about $9.75, while both Q2 and Q3 hovered near $18.2. July–November averaged $18.55, roughly 33% higher than the January–June average ($13.99).

The year’s defining move was the run-up from the January low to the June high—an increase of roughly 187% vs. March and nearly 287% from the absolute trough—followed by a sharp midyear correction before CPI stabilized in the high teens during Q4.

Seasonal and monthly dynamics

Seasonality shows a clear Q1 softness, with CPI easing into January and March. From April onward, costs lifted materially, culminating in a June spike and a two-month rebalancing into July–August. Late Q3 and Q4 held a higher plateau: September and October remained above $20, while November cooled to $17.18, close to the prior November baseline. This rhythm aligns with common Facebook Ads benchmarks: softer early-year acquisition costs, intensifying competition into midyear and pre‑Q4, then mixed results as holiday pressure interacts with category demand.

Country vs. Global

Because this view aggregates all countries and IT Services & Outsourcing lacks a separate time series in this extract, the comparison collapses to the global all‑industry benchmark. In other words, gaps between industry-specific performance and the market cannot be quantified here. Directionally, the global pattern points to:

• A pronounced Q1 trough (around $9–$10).
• A midyear escalation with an exceptional June peak.
• A higher post‑summer range (high teens to low twenties) that eased slightly by November.

Closing

In sum, Facebook Ads benchmarks for cost per app install show a volatile but cyclical year across all countries, with CPI for app acquisition bottoming in Q1, peaking midyear, and normalizing into late Q4. While CPC trends, CPM analysis, and CTR performance often frame broader efficiency stories, this CPI lens clarifies country‑specific ad costs at a global aggregate level. Understanding Facebook Ads cost-per-app-install benchmarks for IT Services & Outsourcing across all countries helps advertisers evaluate acquisition pricing against global industry ad performance patterns.