See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
November 2024 - November 2025
Detailed observation of presented data
Cost per app install (CPI) in the Netherlands moved in two distinct acts: a steady climb through the first half of the period, then a dramatic whipsaw in mid‑summer. For most months, costs hovered close to the global benchmark; then July surged to a one‑off peak before August snapped to the lowest level of the year. Across all industries, this produced a market that looked calm, then suddenly very volatile.
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 CPI began at €4.60 in November 2024 and ended at €1.51 in August 2025, a 67% decline from start to finish. In between, the curve rose methodically through early spring—€6.92 in December, €11.09 in January, €13.51 in February—easing slightly in March (€11.98), firming in April (€14.03) and June (€15.66), then exploding to a high of €68.72 in July before collapsing to the annual low in August.
Over the 10 months observed, CPI in the Netherlands averaged €16.08 with a median of €12.40, ranging from €1.51 to €68.72. The mean is skewed upward by the July spike; excluding July, the average settles near €10.24. Volatility, measured as average absolute month‑to‑month change, was 15.2 points across the full period, but just 2.37 points through June—underscoring how unusually sharp the July/August swing was.
Key monthly moves:
Seasonally, the global market tended to run high in November and ease into January. The Netherlands bucked that pattern, starting unusually low in November and then rising into Q1. Q2 looked orderly domestically: April to June averaged €14.17, with no outsized swings. The rhythm broke in mid‑summer. July delivered a singular peak, followed by an August trough that pulled the quarter’s average back toward long‑term norms. In other words, the Netherlands showed a stable cadence through H1 and a compressed, two‑month surge‑and‑reversal in Q3.
Against the global Facebook Ads benchmarks, the Netherlands tracked close on medians but diverged on extremes:
Monthly gaps were narrowest from February to May, when the Netherlands ran within roughly 8–11% of global levels. The widest divergences came in November (−71% vs. global), July (+441%), and August (−92%). Overall, the global series rose modestly from November to August (+15%), while the Netherlands ended below its starting point due to the August reset.
Understanding Facebook Ads benchmarks for Cost Per App Install across all industries in the Netherlands shows a market that largely mirrors global CPI trends on typical months, with an exceptional mid‑summer spike and rapid normalization. This CPI analysis helps contextualize country‑specific ad costs and industry ad performance relative to the global pattern, offering a clear view of CPI dynamics in the Netherlands.
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