Facebook Ads Cost Per App Install Benchmarks for Nonprofit

Introduction

Nonprofit app install costs sat below the broader market for most of the summer, moving gently through early months before a sharp late‑summer drop. Across all countries, Cost per App Install (CPI) for Nonprofit started near $10.57 in May, nudged higher into July, then fell to its period low in August. By contrast, the global all‑industry benchmark whipsawed through the same window, with a dramatic June spike and an uneven rebound into August. 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 across all countries compared to the global benchmark.

The story in the data

From May to August, Nonprofit CPI averaged $10.12, ranging from a high of $11.41 in July to a low of $7.81 in August. Month to month, the category edged up +1% from May to June ($10.57 → $10.70), rose another +7% into July ($11.41), then fell −32% into August ($7.81). The overall move across the period was −26% from the May starting point. Volatility was modest: the average absolute monthly swing was $1.48, with the range spanning $3.60—about 36% of the average CPI.

The global benchmark painted a different picture. From May to August, all‑industry CPI averaged $15.61, almost $5.50 higher than Nonprofit. It surged +93% in June ($12.32 → $23.76), dropped −55% in July ($10.77), and climbed +45% into August ($15.61). The monthly swings averaged $9.75, signaling far choppier conditions than those seen in Nonprofit.

Seasonal and monthly dynamics

Within Nonprofit, early summer held steady near the $10–$11 range, suggesting consistent auction pressure through June and July. August marked a clear inflection, delivering the lowest CPI of the period and reversing the midsummer lift.

The broader market’s seasonality was more forceful. Beyond the May–August window, global CPI in 2025 started lower in Q1 ($7.10 in January, $8.92 in March), climbed into late spring ($13.51 in April), and stayed elevated through the fall (roughly $16 in September and October), before easing in December ($10.43) and rising again in January 2026 ($15.39). That backdrop contextualizes the outsized June spike and the elevated levels seen again by late summer.

Country vs. Global

Across all countries, Nonprofit CPI undercut the global benchmark for most months in view. On average May–August, Nonprofit ran 35% below market ($10.12 vs. $15.61). The gap was widest in June, when Nonprofit trailed by 55% ($10.70 vs. $23.76), and narrowest in July, when Nonprofit briefly sat 6% above market ($11.41 vs. $10.77). August restored a sizable discount, with Nonprofit 50% below global levels ($7.81 vs. $15.61). Overall, the global trend was markedly more volatile, while Nonprofit moved in a tighter band before a decisive August reset.

Closing

Taken together, these Facebook Ads benchmarks show that Cost per App Install for the Nonprofit industry across all countries remained relatively stable through midsummer and materially below the all‑industry market, with a pronounced August dip. Understanding CPI trends for Nonprofit across all countries—and how they diverge from global all‑industry benchmarks—helps contextualize industry ad performance and country‑specific ad costs alongside broader CPM analysis, CPC trends, and CTR performance.