See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
June 2025 - June 2026
Detailed observation of presented data
Cost-per-app-install (CPI) for All industries in All countries tracked the global benchmark almost perfectly across this 13‑month window, but it told a story of pronounced swings: a steep spike in February 2026 and a deep trough in December 2025 bookended a choppy year. 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 All industries in All countries compared to the global benchmark.
The series started at $18.36 in June 2025 and finished at $11.65 in June 2026 — a net decline of about 36.6%. Monthly medians averaged $15.54 over the period. The high-water mark was February 2026 at $30.13, roughly 94% above the period average; the low was December 2025 at $9.35, about 40% below the average. That gives a high/low spread of roughly 3.2x.
Movements were uneven. Early summer fell quickly from $18.36 (Jun) to $9.95 (Jul), then climbed through autumn into a moderate plateau near $15–16 (Sep–Oct). November dipped to about $14.86, then December hit the year’s low of $9.35. January staged a recovery to $12.83 before the series surged by $17.30 month-over-month to the February peak. After February, CPI eased back into the mid-teens (March–May) with a mild uptick in April ($19.33) and settled to $11.65 in June 2026. Average absolute monthly movement was roughly $5.6, underlining meaningful month-to-month volatility driven largely by the Jan→Feb and Feb→Mar reversals.
A clear seasonal rhythm appears: late‑year softness with a December trough, followed by an early‑year rebound and an outsized February spike. Q4 showed softer medians (Oct–Dec ranged from ~$16.43 down to $9.35), while Q1 registered both rebound and disruption (Jan ~$12.83, Feb ~$30.13). Spring months (Mar–May) returned to a mid‑range band around $14–19 before easing into early summer. The pattern reads as a winter trough, an anomalous winter peak in February, then consolidation in spring.
Because the selected time series is identical to the baseline, All countries moved in lockstep with the global benchmark — month-to-month deviations were effectively 0%. In relative terms there was no persistent gap above or below the market: the global trend and the All countries series shared the same peaks, troughs, averages and volatility profile. That alignment makes this CPI series a direct reflection of the global picture rather than a divergent country-specific narrative.
Understanding COST_PER_APP_INSTALL benchmarks for All industries in All countries complements broader Facebook Ads benchmarks and sits alongside CPC trends, CPM analysis and CTR performance when mapping industry ad performance and country‑specific ad costs.
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.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app