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
Across all industries in the Philippines, Facebook Ads cost per app install (CPI) remained well below global levels while building clear upward momentum through mid‑2025. From rock-bottom costs in late 2024 to a mid-year spike and a firm Q3 finish, the Philippine market showed a smooth but rising curve, punctuated by a shared June surge seen worldwide. 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 Philippines compared to the global benchmark.
CPI in the Philippines began at $0.25 in November 2024 and closed at $5.22 in September 2025—roughly a 20x lift over the period. The median averaged $3.36 across these 11 months, with a high at $6.19 in June and a low at $0.25 in November. Month by month, the pattern reads as a steady climb with a mid-year jolt:
Volatility in the Philippines averaged a 1.17-point absolute change month to month—far gentler in magnitude than the global benchmark’s 7.00-point average swing over the same window.
The data suggests a soft Q4 entry for the Philippines, with ultralow CPIs in November and a December lift that continued into Q1. Mid-year represented the tightest pricing pressure: both the Philippines and the global benchmark peaked in June, followed by a July dip and elevated levels into late Q3. Performance typically softens through Q4 as competition rises, with engagement and costs often rebounding in early Q1; the Philippine curve mirrors this rhythm, though from a much lower base.
Across November 2024 to September 2025, Philippine CPI averaged $3.36 versus the global $15.36—about 78% lower. The monthly gap ranged from roughly 66% below global levels (March–July) to as wide as 99% below (November). In most months, the Philippines ran 70–80% cheaper than the global benchmark. While both markets hit their high in June, the global series was markedly choppier—lifting from $12.05 in May to $27.90 in June, then falling to $12.24 in July before climbing to $22.72 in September. By comparison, the Philippines rose in stages, corrected mid-summer, and ended Q3 elevated at $5.22.
In 2025 year-to-date (January–September), the Philippines averaged $3.90 versus $15.42 globally. That puts Philippine costs more than three-quarters below the worldwide median even as they trended higher across the year. Global levels, in contrast, stayed relatively steady on average but with sharper month-to-month shocks.
These Facebook Ads benchmarks highlight country-specific ad costs for cost per app install across all industries in the Philippines: an 11-month average of $3.36 versus a $15.36 global baseline, with a shared June spike and steadier month-to-month movements locally. Understanding CPI alongside broader CPC trends, CPM analysis, and CTR performance helps situate industry ad performance in the Philippines against global patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Philippines, 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.
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.
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Late November (Black Friday/Cyber Monday), December (Christmas and Rizal Day), June–August (Independence Day and National Heroes Day), Chinese New Year (January) and Eid observances
CPM and CPC might rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel categories. Late November–December retail campaigns see strong competition and elevated CPMs. Long weekend holidays could reduce weekday ad inventory while weekend awareness campaigns benefit from higher media consumption.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app