Facebook Ads Cost Per App Install Benchmarks for Nonprofit

Introduction

Nonprofit app install costs tracked below the market through mid-2025 and moved with a lighter touch than the global benchmark. Across all countries, Facebook Ads cost per app install (CPI) for Nonprofit brands averaged about 10.14 between May and August, with a gentle rise into early summer followed by a sharp August reset. By contrast, the global benchmark swung sharply, spiking in June and sustaining elevated levels through late summer.

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 Nonprofit in all countries compared to the global benchmark.

The story in the data

From May to August 2025, Nonprofit CPI started at 10.57, edged up to 10.66 in June, peaked at 11.51 in July, and then fell to 7.80 in August. Month-over-month shifts were modest until the late-summer drop: +0.9% in June, +7.9% in July, then −32.2% into August. The period’s high was 11.51 (July) and the low was 7.80 (August), with an average of 10.14 and a median around 10.62. Month-to-month volatility averaged about 1.55 per install, indicating relatively smooth movement.

The global benchmark over the same May–August window averaged 17.54, ranging from 11.90 in May to 26.89 in June and 19.13 in August. Volatility was far steeper, with average absolute monthly moves near 12.19. In short: the market’s swings were large; Nonprofit’s moves were measured.

Seasonal and monthly dynamics

Through Q2, Nonprofit CPI drifted slightly higher, cresting in July before an August pullback that placed costs at the period low. The broader market followed a different rhythm: a jump in June set a higher base for the summer, with August still elevated relative to spring. Looking outside the May–August window, the global series shows classic seasonality: a trough in January (7.22), steady firming into April, a midyear spike in June (26.89), and a pronounced late-year premium peaking in November (48.15). Against that backdrop, Nonprofit’s August softness stands out as a deviation from the market’s late-summer firmness.

Country vs. Global

Across all countries, Nonprofit CPI consistently sat below market levels. The gap was narrowest in July (11.51 vs. 12.23, about 6% below) and widest in June and August (roughly 60% below both months). On average for May–August, Nonprofit’s 10.14 was about 42% lower than the global 17.54. Directionally, the lines diverged: the global benchmark climbed 61% from May to August (11.90 to 19.13), while Nonprofit declined 26% over the same span (10.57 to 7.80). The smoother profile is also evident in volatility: Nonprofit’s month-to-month change averaged 1.55 compared to the market’s 12.19.

Relative to the broader full-period global average of about 17.89 (Nov 2024–Nov 2025), Nonprofit’s mid-2025 level remained meaningfully cheaper, and even its July high roughly matched the global May baseline, underscoring persistent below-market install costs for the category.

Closing

Facebook Ads benchmarks indicate that cost per app install for the Nonprofit industry across all countries averaged about 10.14 during May–August 2025, consistently below the global market and moving with notably less volatility. Understanding cost-per-install dynamics for Nonprofit apps across all countries helps teams compare country-specific ad costs and benchmark CPI performance against global patterns.