Facebook Ads Cost Per App Install Benchmarks for Legal

Introduction

Cost per App Install moved through 2025 with a clear mid‑year surge, a sharp correction, and a steady late‑year plateau. The market low arrived in January at $7.07, climbed into a June peak at $23.76, then reset in July to $10.77 before stabilizing around $16 through early Q4 and easing to $9.32 in December. Across the year, the median landed at $13.37 with average month‑to‑month swings of $4.57—moderate overall, though punctuated by outsized moves in June and July.

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 the Legal industry across all countries compared to the global benchmark. The Legal, all‑countries split is not available in this extract, so the global series serves as the directional proxy.

The story in the data

The year opened soft: $7.07 in January, $11.63 in February, and $8.91 in March, averaging $9.20 in Q1. Momentum accelerated in Q2—April rose to $13.51, May eased to $12.32, and June spiked to $23.76—lifting the quarter to an average of $16.53. That June jump was the year’s largest single‑month move (+$11.43 from May, roughly +93%), followed immediately by the steepest decline: July fell to $10.77 (−$12.99, about −55%).

From there, the market found a rhythm. August ($15.99), September ($16.16), and October ($16.43) formed a tight, three‑month band averaging $16.19. November softened to $14.57, and December dropped to $9.32—still above January, but the third lowest month of the year. Overall, half the months sat above the annual median ($13.37), with the upper cluster concentrated from April through November.

Seasonal and monthly dynamics

Seasonality showed a classic arc: lighter acquisition costs in Q1, escalating competition into mid‑year, stability through late Q3 and early Q4, and a year‑end cooldown. Q1 averaged $9.20; Q2 jumped 79% to $16.53. Q3 eased to $14.31 (−13% from Q2), and Q4 settled at $13.44 (−6% vs. Q3), with the August–October plateau presenting the most stable stretch of the year. Volatility averaged $4.57 month‑to‑month, but June–July alone accounted for nearly half the annual range, signaling a brief but acute pricing dislocation.

Country vs. Global

Because this view aggregates all countries and the Legal industry series is not available for this window, relative gaps to the overall Facebook Ads benchmarks cannot be quantified here. Interpreting the Legal, global perspective as directionally aligned with the market-wide median suggests the same mid‑year lift, post‑spike reset, and late‑year steadiness likely characterized industry ad performance, while masking country‑specific ad costs that can widen or narrow the spread in local markets.

Closing

In sum, Facebook Ads benchmarks for Cost per App Install in the Legal category across all countries in 2025 show a mid‑year peak, a swift correction, and a controlled late‑year range around the $13–16 band, finishing the year near $9. Understanding Cost per App Install benchmarks for the Legal industry across all countries helps marketers contextualize acquisition efficiency against global Facebook Ads performance trends.