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
App install costs in the Philippines sat far below the global benchmark throughout the period, yet the year’s story is one of steady lift, a sharp mid‑year spike, and a controlled reset into late Q3. The market started at an unusually low level in November and marched higher through early 2025, peaking in June before easing and rebuilding into September. Volatility was present but milder than the global swings, and the Philippines consistently priced “below market.”
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.
Cost Per App Install (CPI) in the Philippines averaged 3.36 over November 2024–September 2025, versus a global average of 14.74. The Philippines’ range ran from a low of 0.25 in November 2024 to a high of 6.19 in June 2025. The market climbed off that low quickly: December rose to 1.62, January to 2.16, and February to 3.95. A March dip (3.14) and flat April (3.15) were followed by a softer May (2.85) and then the standout surge in June (6.19). A July correction to 3.92 gave way to a late‑quarter rebuild in August (4.48) and September (5.22).
Month-to-month volatility in the Philippines averaged 1.17 points, notably gentler than the global benchmark’s 6.43‑point average swing. Globally, CPI ranged from 7.13 in January to 27.90 in June, with large step changes into and out of the mid‑year peak.
By endpoints, the Philippines moved from 0.25 in November to 5.22 in September — a substantial rise off an anomalously low base, finishing the period near its second‑highest monthly level.
The pattern in the Philippines shows a soft Q4 2024, a clear build through Q1 2025 into February, and a mixed Q2 that culminated in a pronounced June spike. Q3 reset lower in July but held elevated versus early‑year levels, strengthening again in August and September.
The global rhythm echoed the mid‑year surge more dramatically. After retreating from November through January, the global benchmark accelerated into June, then corrected in July and remained elevated through late Q3. The shared June peak and July pullback suggest broader auction or seasonal forces at work, with the Philippines experiencing the same timing but in a reduced amplitude.
Relative to Facebook Ads benchmarks worldwide, the Philippines’ CPI ran about 77% below average across the period (3.36 vs. 14.74). The gap narrowed at times: in March, the Philippines reached 36% of the global level (roughly 64% below), its closest approach to parity. At its widest gulf, November clocked in at just 2% of global costs (about 98% below). For most months after December, the Philippines ranged between 22% and 36% of global CPI — consistently below market, but moving in the same general direction.
Trend-wise, both the Philippines and global baselines accelerated into June and corrected in July, yet the Philippines was less volatile both in absolute terms (1.17 vs. 6.43 average monthly point change) and relative to its own average level.
In sum, Facebook Ads Cost Per App Install benchmarks for all industries in the Philippines show materially lower country-specific ad costs than the global norm, a shared mid‑year spike, and comparatively contained volatility. Understanding CPI trends and industry ad performance in the Philippines versus the global benchmark provides a clear view of app install pricing dynamics and market rhythm across the period.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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