Compare mobile acquisition cost benchmarks by industry, region, and platform.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: cost-per-app-install for Marketing & Advertising across All countries available finished the 12‑month window far above where it started, driven by two sharp spikes that dominate the year’s story. 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 Marketing & Advertising in All countries available compared to the global benchmark.
The period opens in July 2025 at roughly $9.95 per install and closes in July 2026 at about $96.91 — an absolute lift near $86.95 and a year‑over‑start increase of roughly +875%. Across the 13 monthly medians, the mean Cost per App Install was about $21.84 while the median sat lower at $14.86, indicating a right‑skewed distribution driven by outliers. The dataset’s low point occurred in December 2025 at $9.36; the next most notable local high was February 2026 at $30.13, but the clear maximum was July 2026 at $96.91.
Monthly rhythm shows both abrupt surges and quick retreats. The jump from January ($12.83) to February ($30.13) was roughly +135%, followed by a steep correction into March ($16.61), a -45% move. Later, June ($14.77) into July ($96.91) recorded the largest swing — about +556%. Standard deviation across the series is approximately $22.2, producing a coefficient of variation near 102%, a sign of extreme volatility driven largely by the mid‑ and end‑period spikes.
The series shows a modest build from mid‑2025 into October (peaking near $16.43), a softening into December (the year’s trough), and a Q1 rebound that turns episodic in February. After a relatively stable spring and early summer (mid‑teens), the July 2026 anomaly dwarfs prior seasonality. In plain terms: a summer spike and a February surge punctuate an otherwise mid‑range cost environment across the year, changing the overall seasonal shape from a simple Q4 dip / Q1 rebound pattern to one punctuated by outliers.
Because the selected series represents Marketing & Advertising across All countries available, its profile mirrors the global benchmark provided here. That parity means the same median, mean and volatility metrics apply at both the selected and global levels: periods of below‑average costs (Dec and Jul‑2025), mid‑teens stability, and episodic above‑market spikes (Feb and Jul‑2026). Relative phrasing: cost per install in this aggregated market tracked the global baseline almost identically, yet displayed moments of far greater volatility during two standout months.
Understanding Cost per App Install benchmarks for Marketing & Advertising across All countries available — and how those months of extreme movement reshape averages — adds clarity when referencing Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs, and overall industry ad performance.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Marketing & Advertising industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPI values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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 that show app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals can lower CPI.
Optimizing for installs increases volume. Optimizing for actions such as signups or purchases brings higher-quality users. Choose based on your goals and the importance of post-install behavior.
Align creative with the app experience, avoid misleading ads, and exclude people who already installed. Test lookalike audiences based on high-quality users rather than all installers.
Compare cost benchmarks for Facebook advertising metrics.
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