Facebook Ads Cost Per App Install Benchmarks for Marketing & Advertising in Philippines

Key takeaways

• This analysis looks at cost-per-app-install trends for industry Marketing & Advertising and target country Philippines compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
• Over Sep–Dec 2024, the Philippines sits below market overall: average 2.95 vs a global baseline of 7.75 (−61.9%).
• The selected series shows a steady Q4 decline (−88.4% from September to December), while the global baseline spikes into November before easing in December—typical holiday-season pressure.
• Volatility is markedly lower in the Philippines than globally over the same months (average absolute month-to-month change 43% vs 128%).

Selected-data overview

• Period: Sep–Dec 2024 for Marketing & Advertising in the Philippines.
• Average level: 2.95.
• High/low: High in September at 7.68; low in December at 0.89.
• First-to-last change: −88.4% (7.68 in Sep to 0.89 in Dec).
• Month-to-month moves:
• Sep → Oct: −78.0% (7.68 to 1.69)
• Oct → Nov: −8.8% (1.69 to 1.54)
• Nov → Dec: −42.1% (1.54 to 0.89)
• Notable pattern: A consistent step-down each month, ending below 1.00 in December.

Baseline context (global)

• Over the overlapping period (Sep–Dec 2024):
• Average: 7.75
• High/low: High in November at 14.28; low in September at 1.98
• First-to-last change: +330% (1.98 in Sep to 8.52 in Dec)
• Month-to-month moves: +213% (Sep→Oct), +130% (Oct→Nov), −40% (Nov→Dec)
• Extended view (Sep 2024–Sep 2025): Average 11.85, with a peak at 26.21 in June 2025 and another high at 22.99 in September 2025, indicating pronounced mid-2025 elevation.

Head-to-head comparison

• Average level (Sep–Dec 2024): Philippines 2.95 vs global 7.75 → below market by 61.9%.
• Monthly positioning:
• September: Above market (+288% vs baseline).
• October: 72.8% below baseline.
• November: 89.2% below baseline.
• December: 89.6% below baseline.
• Volatility: The Philippines exhibits steadier month-to-month movement (43% average absolute change) compared to the global swings (128%) across the same period.
• Seasonality: The global baseline rises sharply into November (holiday-driven costs) and cools in December. In contrast, the Philippines shows a counter-seasonal decline throughout Q4.

Summary

Compared to the global benchmark, cost-per-app-install for Marketing & Advertising in the Philippines averaged lower, trended downward through Q4 2024, and showed substantially less volatility. Globally, costs surged into November, then eased—consistent with seasonal holiday dynamics—while the Philippines moved in the opposite direction with a steady decline.

Understanding COST_PER_APP_INSTALL benchmarks on Facebook Ads in industry Marketing & Advertising and Philippines helps advertisers make more efficient budget and creative choices.