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Facebook Ads Cost Per App Install Benchmarks for Nonprofit in Canada

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Cost Per App Install for Nonprofit in Canada

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • The Nonprofit sector in Canada shows cost per app install far above market: an average of 467.17 versus a global baseline of 9.01 across the same months, or roughly 52x higher.
  • Costs climb steadily from October 2024 to March 2025, culminating in a sharp March spike; overall change from first to last month is +703.11 (+330%).
  • Volatility is high: average step change is +45.9% with a coefficient of variation near 0.53, compared to 0.36 for the global trend.
  • Seasonality diverges from the global pattern: while the baseline bumps in November and cools in December–January, Canada Nonprofit rises through Q1 with a notable March surge.

Overview and context

This analysis looks at cost per app install trends for industry Nonprofit and target country Canada compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. All figures represent monthly medians for Facebook Ads.

Selected trend highlights (Nonprofit, Canada)

  • Coverage: Oct 2024, Nov 2024, Jan–Mar 2025 (5 months).
  • Average: 467.17; median: 420.82.
  • High: 916.19 (Mar 2025); low: 213.08 (Oct 2024); range: 703.11.
  • First-to-last change: +703.11, a +330% increase from Oct 2024 to Mar 2025.
  • Month-to-month movement (between observed months):
  • Oct → Nov: +36.0%
  • Nov → Jan: +45.2%
  • Jan → Feb: +17.9%
  • Feb → Mar: +84.7%
  • Average step change: +45.9%; median step change: +40.6%; average absolute step change: 175.78.
  • Interpretation for marketers: from a level perspective, costs are elevated and trended upward throughout Q4 into Q1, culminating in a pronounced spike in March.

Comparison to the global baseline

To ensure apples-to-apples, we compare only overlapping months (Oct 2024; Nov 2024; Jan–Mar 2025).

  • Baseline average: 9.01; median: 6.87.
  • Baseline high/low: 14.28 (Nov 2024) / 6.20 (Oct 2024).
  • Baseline first-to-last change: +0.68, or +10.9%.
  • Baseline volatility:
  • Step changes: +130.5%, −55.5%, +78.7%, −39.6%
  • Average step change: +28.5%; median step change: +19.6%; coefficient of variation: ~0.36.
  • Level comparison:
  • Oct: 213.08 vs 6.20 (≈34x higher)
  • Nov: 289.75 vs 14.28 (≈20x higher)
  • Jan: 420.82 vs 6.36 (≈66x higher)
  • Feb: 496.03 vs 11.36 (≈44x higher)
  • Mar: 916.19 vs 6.87 (≈133x higher)
  • Overall, Canada Nonprofit is consistently above market—ranging from about 20x to 133x higher—ending with a particularly outsized March result.

Seasonal patterns and volatility

  • Selected data shows persistent increases from October through Q1, with a notable March spike (Feb → Mar: +84.7%).
  • The global baseline exhibits familiar seasonality: a November uptick, softer December–January, and a February bounce. The Canada Nonprofit trend diverges from this pattern by rising through Q1 rather than softening in early winter.
  • Volatility is higher in the selected data (CV ~0.53 vs. ~0.36 globally), reflecting larger swings and an elevated March peak.

Understanding cost per app install benchmarks on Facebook Ads in industry Nonprofit and Canada helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting Canada, 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Canada Advertising Landscape

National Holidays

Jan 1New Year's Day
Feb (3rd Mon)Family Day
Apr 18Good Friday
Apr 21Easter Monday (federal)
May (Victoria Day)Victoria Day
Jul 1Canada Day
Sep (1st Mon)Labour Day
Oct (2nd Mon)Thanksgiving
Nov 11Remembrance Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)

Potential Advertising Impact

CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.

What's a good CPI for iOS vs Android in 2025?

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.

Why is my app install cost higher in some countries?

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.

What creatives drive the lowest CPI on Facebook?

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.

Should I optimize for installs or in-app actions?

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.

How do I lower CPI without tanking app retention or quality?

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.

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