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

Introduction

Cost per app install (CPI) across all countries showed a clear mid‑year surge and a late‑year cooldown, with a dramatic June spike setting the tone for a choppy 2025. The year opened low at $7.07 in January, peaked at $23.76 in June, and finished at $9.32 in December. Despite the modest end, the average across the year landed at $13.37, pulled upward by the summer run‑up. Volatility was pronounced: month‑to‑month moves averaged $4.57, roughly a third of the annual average, with the sharpest swings clustered around Q2–Q3. 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. As the industry‑specific series is unavailable in this cut, the global view serves as a directional proxy for Facebook Ads benchmarks on CPI.

The story in the data

The year began with bargain installs: $7.07 in January rose 64% to $11.63 in February, dipped to $8.91 in March, then lifted to $13.51 in April. May eased to $12.32 before the year’s defining jump in June to $23.76—nearly double month‑over‑month and 3.4x January. That spike unwound quickly: July fell 55% to $10.77. Late summer stabilized in the mid‑teens—$15.99 in August, $16.16 in September, $16.43 in October—before costs softened to $14.57 in November and reset to $9.32 in December (−36% versus November).

Across the year, CPI averaged $13.37, with six months above and six below that mark. The range was wide ($7.07 to $23.76), a $16.69 spread. Absolute monthly volatility averaged $4.57, highlighting a market that swung harder than a smooth seasonal progression would suggest. From January to October, the benchmark climbed 132% before easing into year‑end, still closing 32% above January.

Seasonal and monthly dynamics

Seasonality formed a clear rhythm:

• Q1 was soft, averaging $9.21, with brief momentum in February.
• Q2 was the high watermark at $16.53, dominated by June’s outsized spike.
• Q3 averaged $14.31, reflecting recovery from July’s reset and a mid‑teens plateau.
• Q4 averaged $13.44, with elevated October levels followed by a pronounced December drop.

While performance typically tightens in late Q4 as competition intensifies, this series shows a late‑year decline instead, indicating a softer install market into December within this benchmark.

Country vs. Global

Because this view aggregates all countries and the IT Services & Outsourcing cut is not available, the only measurable series is the global all‑industry benchmark. As a result, gaps between the industry and the market cannot be quantified here. What is clear in the benchmark itself: a steeper, more volatile mid‑year ascent than the start or finish, a mid‑teens plateau from August to October, and a decisive year‑end cooldown.

Closing

Understanding Facebook Ads benchmarks for cost per app install in IT Services & Outsourcing across all countries helps contextualize country‑specific ad costs and industry ad performance against global CPI trends. While CPI is the focus, marketers often view it alongside CPC trends, CPM analysis, and CTR performance to gauge how acquisition efficiency aligns with broader global patterns.