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
The headline: Netherlands cost-per-app-install (CPI) in 2025–2026 was slightly above the global benchmark on average but far more erratic month-to-month, with extreme spikes and troughs that drive a much higher volatility profile. 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 the Netherlands compared to the global benchmark.
Across June 2025 → May 2026 the Netherlands recorded a median Cost Per App Install averaging roughly 17.04 units, starting at 15.66 in June 2025 and finishing at 7.30 in May 2026 (a decline of about 53%). The within-year range was dramatic: a peak of 68.72 in July 2025 and a trough of 0.83 in December 2025 — the July peak was about 83× the December trough. Month-to-month swings include the July surge (+~340% from June) and the July→August collapse (−~98%), plus a January 2026 spike to ~36.51. By comparison, the global baseline averaged ~15.86 over the same months.
Volatility quantifies the noise: standard deviation for the Netherlands series is roughly 19.2, versus ~5.4 for the global baseline — about 3.5× more volatile. That volatility shows up as frequent extreme moves (several months move by multiples rather than single-digit percentages).
Rhythm and seasonality are uneven. Q4 (Oct–Dec 2025) contains some of the lowest CPI medians for the Netherlands (Oct ~7.31, Nov ~5.34, Dec ~0.83), a period of sustained downward pressure on median cost. By contrast, early 2026 features sharp rebounds: January spikes to ~36.51, February and March settle around ~17.65 and ~22.38 respectively before another dip in April (~5.67). The pattern reads as concentrated large swings rather than a smooth seasonal curve — several single-month outliers (July 2025 and December 2025 especially) dominate the annual shape.
This behavior contrasts with common seasonal expectations: the global benchmark shows more muted Q4 softness and a gentler early-year movement, while the Netherlands sequence is punctuated by abrupt reversals.
Relative framing: the Netherlands’ average CPI (~17.04) ran roughly 7% above the global average (~15.86) across the year. But that headline masks the month-level gaps: some months the Netherlands trailed global levels sharply (Dec −91% vs baseline, Aug −88%), while other months it ran far above baseline (Jul +591%, Jan +185%, Mar +35%). The baseline itself moved from 18.36 in June 2025 to 14.39 in May 2026 (a ~−22% decline); the Netherlands showed a larger net decline (−53%) punctuated by outsized spikes. In short: Netherlands CPI was more volatile and swung between being well above and well below the global benchmark across the year.
Understanding Facebook Ads cost-per-app-install benchmarks for All industries in the Netherlands provides a data-rich view of how country-specific ad costs can diverge from global CPM analysis and CPC trends — a volatility story that sits apart from more stable global CPI patterns in our $3B dataset.
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. For campaigns targeting Netherlands, advertisers should consider local market factors and user behavior. 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.
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Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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