Facebook Ads Insights Tool

Facebook Ads Cost Per App Install Benchmarks

See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform

Cost Per App Install

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data, the selected trend for cost per app install is fully in line with the global baseline across all months.
  • Average cost per app install over the period: 12.67. High: 26.21 (June 2025). Low: 6.20 (October 2024).
  • Volatility is high: average absolute month-to-month change is about 60.9%.
  • Notable seasonality: a sharp lift in November 2024, a pullback in December, the year’s peak in June 2025, and a late Q3 ramp into September.
  • From October 2024 to September 2025, costs rose by roughly 271%.

What this analysis covers

This analysis looks at cost per app install trends for industry All industries available and target country All countries available compared to the global trend. The time series reflects monthly medians from October 2024 through September 2025 and provides directional Facebook Ads benchmarks.

Trends in the selected data

  • Overall level and dispersion:
  • Average: 12.67 across 12 months.
  • Range: 6.20 (Oct 2024) to 26.21 (Jun 2025), a 4.23x swing between low and high.
  • Highs and lows:
  • Peak in June 2025 at 26.21, followed by a drop to 12.35 in July.
  • Trough in October 2024 at 6.20.
  • Momentum and volatility:
  • Average absolute month-to-month change: ~60.9%.
  • Largest monthly increase: May → June (+151%).
  • Other sharp increases: October → November (+130%), January → February (+79%).
  • Largest monthly declines: June → July (−53%), November → December (−40%), February → March (−40%).
  • Period-over-period movement:
  • Start to finish: from 6.20 (Oct 2024) to 22.99 (Sep 2025), a +271% increase.
  • Seasonal patterns observed in this dataset:
  • Q4 lift in November (14.28), with a December normalization (8.52).
  • Strength in late Q2 (June peak) and a pronounced ramp through late Q3 (September at 22.99).

Comparison to the global baseline

  • Alignment: The selected series is identical to the baseline series month by month—average, highs, lows, and volatility all match exactly.
  • Positioning: In line with overall trends. There is 0% deviation from the baseline at any point in the period.
  • Seasonality: The same November lift, December dip, June spike, and late Q3 build are mirrored in the baseline, confirming that these patterns reflect the broader market in this dataset.

Summary

Across All industries available and All countries available, median cost per app install averaged 12.67 with pronounced month-to-month swings and clear intra-year inflections: a November surge, a June peak, and a strong September finish. Because the selected data is perfectly aligned with the global baseline, it represents the market’s central tendency during this period. Understanding cost per app install benchmarks on Facebook Ads in industry All industries available and All countries available 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.

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.

Optimize Smarter with Superads

Improve your Facebook ad performance

• Instant performance insights – See which ads, audiences, and creatives drive results.

• Data-driven creative decisions – Spot patterns to improve ROAS.

• Effortless reporting – No spreadsheets, just clear insights.

Get Started for free →

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.

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.

Explore Facebook Ads Metrics

Discover detailed cost benchmarks for different Facebook advertising metrics:

CPC (Cost Per Click)

Average cost per click benchmarks across industries

CPM (Cost Per Mille)

Cost per thousand impressions across different markets

CTR (Click Through Rate)

Benchmark click-through rates for Facebook ads

Cost Per Lead

Cost per lead across different markets

Cost Per Purchase

Average cost per purchase benchmarks across industries

Cost Per App Install

See how much it costs to get users to install an app