See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
January 2025 - January 2026
Detailed observation of presented data
Across all countries, cost per app install (CPI) in 2025 moved through a clear rise–spike–cooldown arc: a subdued start, a dramatic June surge, and a late-year reset. With the selected view aggregating Manufacturing across all countries and the baseline reflecting the global, all‑industry benchmark, the global curve serves as the directional anchor for understanding Manufacturing’s market environment this year. Volatility was meaningful, with standout mid‑year pressure followed by a gentler landing into December.
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 Manufacturing in all countries compared to the global benchmark.
The 2025 global benchmark for Facebook Ads cost per app install averaged $13.37, beginning at $7.07 in January and ending at $9.32 in December. The year’s low came right at the start (January, $7.07), while the high arrived in June at $23.76—more than triple the January level (3.36x). After that peak, costs retraced sharply to $10.77 in July and then hovered near a $16 plateau through early fall before easing.
Key monthly movements:
Average monthly absolute change was $4.57—about one‑third of the annual mean—indicating a market characterized by periodic spikes and quick mean reversion.
Seasonally, Q1 was the softest quarter at an average CPI of $9.21. Costs accelerated in Q2 to $16.53, driven by the June peak. Q3 remained elevated at $14.31, effectively holding the higher-cost posture established in late Q2. Q4 averaged $13.44, reflecting a firm October, a modest November step-down, and a sharper December reset. In short: early‑year affordability, mid‑year pressure, late‑year cooling—an annual rhythm consistent with a market where competition typically intensifies mid‑year and normalizes into the holidays.
Because the selected view aggregates Manufacturing across all countries and the provided series reflects the global all‑industry benchmark, the baseline represents the available picture. While industry‑specific gaps cannot be quantified from the supplied data, the reference curve frames the operating environment for Manufacturing across all countries:
Facebook Ads benchmarks for cost per app install show a 2025 market that tightened sharply mid‑year before settling into Q4. Understanding CPI trends for Manufacturing across all countries—benchmarked against the global pattern—helps contextualize country‑specific ad costs and industry ad performance within broader, global acquisition dynamics.
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 Manufacturing 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:
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Cost per thousand impressions across different markets
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Cost per lead across different markets
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See how much it costs to get users to install an app