Compare mobile acquisition cost benchmarks by industry, region, and platform.
October 2025 - September 2026
Benchmark observations based on the selected 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.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Netherlands, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPI values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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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 may rise during spring holidays as travel and leisure ads gain engagement. Liberation Day (May 5) is a mandatory national holiday, so ad inventory may shrink. Ad competition increases in late December for holiday promotions. Fewer summer holidays may make campaign performance more consistent 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 that show app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals can lower CPI.
Optimizing for installs increases volume. Optimizing for actions such as signups or purchases brings higher-quality users. Choose based on your goals and the importance of post-install behavior.
Align creative with the app experience, avoid misleading ads, and exclude people who already installed. Test lookalike audiences based on high-quality users rather than all installers.
Compare cost benchmarks for Facebook advertising metrics.
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