See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
February 2025 - February 2026
Detailed observation of presented data
Across 2025, cost-per-app-install (CPI) in the Netherlands moved well above the global Facebook Ads benchmarks on average, but with unusually sharp swings. The year opened near parity with the market, then fractured into extreme highs in July and December and an ultra-low August. The pattern suggests a choppy second half rather than a smooth seasonal build. 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 all industries in the Netherlands, CPI started at 11.09 in January and ended at 47.60 in December, a 330% lift across the year. The annual average landed at 20.13 across the observed months, with a high of 68.72 in July and a low of 1.51 in August. The first half was relatively steady: January–June averaged 13.18, ranging from 11.09 to 15.66. The back half flipped volatile: July surged to 68.72, August collapsed to 1.51, November settled at 4.35, and December spiked again to 47.60, averaging 30.54 for the period.
Month-to-month volatility in the Netherlands averaged 19.6 points across observed transitions, driven by the July spike (+53.1 vs June), the August drop (−67.2 vs July), and the December rebound (+43.3 vs November). These swings materially exceed typical country-specific ad costs movement observed globally.
Seasonality in CPI often reflects rising competition and spend intensity around midyear and Q4, with softer stretches in Q1 or late December. Globally in 2025, CPI climbed into a midyear high (23.76 in June) and then moderated through Q4, settling at 10.43 in December. The Netherlands followed the market’s gentle first-half rhythm, then diverged: July’s outlier high, August’s trough, and December’s unusually elevated CPI contrasted with the global late-year cool-down. The result is a stop-start second-half cadence rather than a typical gradual Q3–Q4 build.
Across the same months, the Netherlands averaged 20.13 versus the global 12.86, running about 56% above market overall. Parity was tightest in April and May (both roughly 4% above global). The largest overperformance came in July (68.72 vs 10.77, +538%) and December (47.60 vs 10.43, +357%). The deepest underperformance occurred in August (1.51 vs 15.61, −90%) and November (4.35 vs 14.57, −70%). In the first half, the Netherlands tracked close to the global trend (13.18 vs 12.87). The divergence was largely a second-half story: Netherlands H2 averaged roughly 30.54 versus 13.99 globally. Volatility underscores the contrast: average month-to-month change was about 19.6 points in the Netherlands, compared with 4.5 globally.
Overall, 2025 CPI trends for all industries in the Netherlands show a near-market first half followed by a highly uneven second half, punctuated by two standout cost spikes and an unusual August trough. This Facebook Ads benchmarks read offers a clear view of country-specific ad costs, complementing broader CPC trends, CPM analysis, and CTR performance. Understanding cost-per-app-install benchmarks for all industries in the Netherlands provides a grounded comparison to global industry ad performance.
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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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