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

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Cost Per App Install for Marketing & Advertising in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks summary for cost-per-app-install

This analysis looks at cost-per-app-install trends for the Marketing & Advertising industry in Great Britain compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Great Britain’s Marketing & Advertising median cost-per-app-install (Sep–Dec 2024) averaged 2.95, well below the global baseline average of 7.74 over the same months (about 62% lower).
  • The selected series trended down sharply through Q4: −78% in October, −9% in November, and −42% in December versus prior months; overall −88% from September to December.
  • Global benchmarks moved the other way in early Q4, rising from September into October and peaking in November before easing in December—showing a classic Q4 lift that the GB series did not follow.

Selected series (Marketing & Advertising, Great Britain)

  • Coverage: Sep–Dec 2024
  • Average: 2.95
  • High/Low: High 7.68 (Sep), Low 0.89 (Dec); range 6.79
  • Month-to-month volatility: average absolute change ≈ 43%
  • Sep → Oct: −78%
  • Oct → Nov: −9%
  • Nov → Dec: −42%
  • First-to-last change: −88% (7.68 in Sep → 0.89 in Dec)
  • Notable movements:
  • A steep drop in October brought costs below 2.00 for the rest of the quarter.
  • December reached the period’s low at 0.89.

Comparison with the global baseline (overlapping months)

  • Overlapping-period average: 2.95 (GB) vs 7.74 (global) → GB is ~62% below market.
  • Monthly positioning:
  • September: GB 7.68 vs global 1.98 → above market.
  • October: 1.69 vs 6.20 → below market.
  • November: 1.54 vs 14.28 → well below market.
  • December: 0.89 vs 8.52 → well below market.
  • Volatility: GB’s average absolute MoM change ≈ 43% vs global ≈ 128% for the same months—GB was considerably steadier after September’s correction.

Seasonal and volatility insights

  • In this sample, Great Britain’s costs declined across Q4, hitting a low in December—below average and counter to the global pattern.
  • Global benchmarks showed pronounced Q4 seasonality: rising from September to a November peak, then easing in December.

Global baseline context (full series provided)

  • Across the broader baseline window (Sep 2024–Sep 2025), global median cost-per-app-install averaged 11.85, with a low of 1.98 (Sep 2024) and a high of 26.21 (Jun 2025), indicating substantial variability outside the GB comparison window.

Understanding cost-per-app-install benchmarks on Facebook Ads in industry Marketing & Advertising and Great Britain helps advertisers make more efficient budget and creative choices.

Understanding the Data

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 Marketing & Advertising industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

United Kingdom Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 22nd January (Scotland)
Apr 18Good Friday
Apr 21Easter Monday
May 5Early May Bank Holiday
May 26Spring Bank Holiday
Aug 25Summer Bank Holiday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions

Potential Advertising Impact

CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.

What's a good CPI for iOS vs Android in 2025?

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.

Why is my app install cost higher in some countries?

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.

What creatives drive the lowest CPI on Facebook?

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.

Should I optimize for installs or in-app actions?

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.

How do I lower CPI without tanking app retention or quality?

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.

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