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August 2025 - August 2026
Detailed observation of presented data
Big swings define the headline: Netherlands cost-per-app-install was unusually volatile across the 12 months, punctuated by a massive July spike and multiple troughs, while the global benchmark moved more steadily upward. 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.
Netherlands cost-per-app-install started at 68.7 in July 2025 and finished at 1.68 in June 2026 — a net decline of about 97.6%. The Netherlands’ monthly median averaged roughly 15.9 over the year (12-month median ≈15.87), which is very close to the global benchmark average of about 15.6 (baseline mean ≈15.58). The Netherlands series, however, had extreme highs and lows: the high was 68.7 (July 2025) and the low 0.83 (December 2025). Several intermediate spikes — January 2026 at 36.5 and March 2026 at 22.4 — punctuate an otherwise jagged trajectory. Month-to-month absolute swings averaged roughly 16.3 points, indicating that a typical monthly move in the Netherlands equaled the overall mean.
Rhythm in the Netherlands was uneven. Two prominent spikes (July 2025 and January 2026) broke long runs of low-cost months (notably August, December and June). Q4 showed softness with December bottoming at 0.83, while early Q1 delivered a rebound in January before another run of elevated and then collapsing values. The baseline rhythm was milder: the global trend climbed from about 9.95 in July 2025 to 14.77 in June 2026 (≈+48%), with its own February peak (~30.1) but far less frequent, smaller swings.
Compared month by month, the Netherlands alternated between far above and far below the global benchmark. July 2025 was an outlier where Netherlands CPC was roughly 591% above the global level; January 2026 was ~185% above; March was ~35% above. By contrast, August, December and June trailed the global benchmark by roughly 88–91%. Across the year the Netherlands’ average monthly swing (~16.3) was about 3.2× the baseline’s average swing (~5.1), making Netherlands cost-per-app-install markedly more volatile even though the annual averages sat near parity.
This overview of cost-per-app-install benchmark behavior for All industries in the Netherlands highlights extreme month-to-month volatility and contrasts it with steadier global CPM/CPC trends. Understanding cost-per-app-install benchmarks, Facebook Ads benchmarks, country-specific ad costs, and broader industry ad performance for the Netherlands provides a data-grounded snapshot for comparing market rhythm to global patterns.
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