See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
July 2025 - July 2026
Detailed observation of presented data
The main story: Netherlands’ cost-per-app-install data is highly choppy versus the global benchmark — a few extreme spikes lift the average, but most months sit below the global median. 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 for COST_PER_APP_INSTALL.
Across the 12-month window (June 2025–May 2026) the Netherlands averaged roughly 17.0 per install, versus a matched global benchmark average of about 15.9 — about a 7% premium. The Netherlands started at 15.66 in June 2025 and finished at 7.30 in May 2026, a net decline of roughly 54% from start to finish.
Monthly extremes define the narrative. The highest month was July 2025 at 68.72 — an outlier that pushed the Dutch mean well above most months. The lowest was December 2025 at 0.83, creating a huge intra-year range. Aside from those extremes, notable high points included January 2026 (36.51) and March 2026 (22.38); sustained lows showed up across late Q3 and much of Q4 (August 1.51; October–December mostly single-digit values).
Volatility was dramatic: month-over-month movements in the Netherlands averaged roughly a 545% absolute swing, driven by the July spike and January rebound. By contrast, the global benchmark’s month-to-month absolute moves averaged under 40%, underlining how much more erratic Netherlands’ COST_PER_APP_INSTALL was in this period.
Rhythm across the year was non-linear. Summer produced both the highest peak (July) and one of the weakest follow-ups (August), showing a rapid lift-then-decline pattern. Late Q3 into Q4 trended softer in absolute terms (September ~15.6, October ~7.3, November ~5.3, December ~0.8), then January drove a pronounced rebound to mid-high double digits. Early spring (February–May) settled into mid-range values with March nudging higher (22.4) before another drop into April (5.67) and a modest recovery into May (7.30).
These month-level rhythms create a stop-start appearance rather than a smooth seasonal cycle; Q4 was generally softer, with a sharp rebound in early Q1.
Relative to the global benchmark, the Netherlands was below market in most months — often materially so. NL trailed the global median by 40–90% in months like August and December, while exceeding the benchmark dramatically in only three months (July, January, March). At its widest gap, Netherlands was roughly 590% above the global level (July); at its narrowest it sat slightly below or nearly in line (September).
Overall, the Netherlands displayed higher average cost-per-app-install but much greater volatility than the global baseline, producing a stop-start pattern that contrasts with the steadier, more moderate swings seen in the global CPM/CPC trends within the Facebook Ads benchmarks universe.
Understanding Cost Per App Install benchmarks for all industries in the Netherlands helps advertisers evaluate acquisition-cost dynamics relative to global Facebook Ads benchmarks.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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