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) for the Nonprofit industry across all countries ran materially below the global benchmark and moved with a gentler arc through mid‑2025. While the overall market saw sharp mid-year spikes, Nonprofit CPI hovered near $10 and then eased into September, creating a widening price gap versus the global median. 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.
Across the observed Nonprofit months, median CPI averaged $9.95, starting at $10.57 in May, dipping to $9.94 in June, lifting to a seasonal high of $11.49 in July, and then sliding to a low of $7.80 in September. That September low sat 32% beneath July’s high, and 26% below May’s starting point. Day‑to‑day noise aside, the month-to-month cadence was measured: the average absolute move between observed points was about $1.95, or roughly 18% in percentage terms.
The global benchmark told a more dramatic story. Over the last 12 months, median CPI averaged $15.10 with a wide range—from a trough of $7.13 in January to a peak of $27.90 in June. The market surged from $11.77 in May to $27.90 in June (+137%), recooled to $12.69 in July (−54%), and then rose again through late Q3 to $23.31 in September, settling at $19.14 in October. From May to October, average monthly volatility in the global series was about $9.23—multiple times higher than the Nonprofit swings.
Seasonality split in two directions. Nonprofit CPI showed late‑Q2 steadiness (May–July clustered around $10–$11.50) followed by a pronounced softening into September ($7.80). The global market followed a classic pattern of Q1 softness, then heavy mid‑year and early‑Q4 inflation: a June spike, a brief July cooldown, and renewed pressure in August–October. Notably, September was a point of divergence—global CPI elevated, while Nonprofit CPI marked its lowest reading of the period.
Against the market, Nonprofit CPI remained below average every observed month:
On a like‑for‑like basis, the Nonprofit average across these four months was $9.95 compared to the global $18.92—about 47% lower. Using the broader 12‑month market baseline ($15.10), Nonprofit still sits roughly one‑third cheaper. Trendwise, the market climbed nearly +98% from May to September, while Nonprofit CPI declined 26%, underscoring both a lower level and a fundamentally different rhythm.
Within Facebook Ads benchmarks, Cost per App Install for the Nonprofit industry across all countries remained consistently below the global market and far less volatile, with mid‑year steadiness and a late‑Q3 dip contrasting sharply with broader market inflation. Understanding CPI trends for Nonprofit helps situate industry ad performance alongside CPC trends, CPM analysis, and CTR performance in global Facebook advertising.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Nonprofit industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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:
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Cost per thousand impressions across different markets
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Cost per lead across different markets
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See how much it costs to get users to install an app