See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
November 2024 - November 2025
Detailed observation of presented data
Across all countries, Cost per App Install (CPI) for the Legal industry traced a pronounced trough-to-peak-to-plateau pattern over the last 13 months. The year opened soft, surged into a mid-year spike, then held elevated through late Q3 and early Q4 before easing into November. Median CPI averaged $15.91, with a low of $7.22 in January and a high of $27.90 in June—nearly a 4x range. November 2025 closed at $17.18, essentially flat versus November 2024 ($17.55, down about 2%). 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 Legal in all countries compared to the global benchmark.
The period began at $17.55 in November 2024, slipping to $12.61 in December before hitting the cycle low in January ($7.22). A sharp rebound followed: February jumped 78% month over month to $12.87, dipped in March ($9.17), then climbed 61% into April ($14.74). May softened to $12.05.
June marked the standout moment—CPI vaulted to $27.90, up 131% from May, the highest point of the year. That surge unwound just as quickly: July dropped 56% to $12.24. From there, costs stabilized at a higher plane: August ($19.88) and September ($22.72) formed a late-summer peak, with October ($20.72) remaining firm before November eased to $17.18.
Volatility was substantial. The average absolute month-to-month change was $6.29—about 40% of the overall average—underscoring a choppy market rhythm. Six of 13 months ran above the annual average, and the June spike alone lifted the period average by roughly $1.00 (close to +7%) versus an ex-June view.
Seasonality came through clearly. Q1 was the softest stretch, averaging $9.75 as competition typically recedes post-holidays. Momentum accelerated in Q2 (average $18.23), punctuated by June’s outsized spike, then held through Q3 ($18.28). Early Q4 remained elevated, averaging $18.95 across October–November, consistent with tighter auctions into peak retail months, before a modest November cooldown.
Because this view aggregates Legal across all countries, the series here mirrors the global benchmark in scope. As a result, gaps between the country cut and the global baseline are effectively zero by design. What stands out is not a regional divergence but the global Legal pattern itself: a deep Q1 trough, a dramatic mid-year spike, and a high plateau into Q4.
Within broader Facebook Ads benchmarks—spanning CPC trends, CPM analysis, and CTR performance—this report focuses on Cost per App Install. Understanding Facebook Ads Cost per App Install benchmarks for the Legal industry across all countries helps teams evaluate country-specific ad costs against global patterns and see how industry ad performance has moved from Q1 softness to mid-year spikes and firm late-year levels.
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 Legal industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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