Compare mobile acquisition cost benchmarks by industry, region, and platform.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: Cost Per App Install (CPI) in the Philippines ran materially below the global benchmark across July 2025–May 2026, but it showed episodic spikes and steep month-to-month swings that created a jagged rhythm. 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 available in the Philippines compared to the global benchmark.
Philippines CPI began the period at about 3.92 and finished May 2026 near 0.81 — a roughly 79% decline from the starting point. Across the 11-month window the median CPI in the Philippines averaged about 3.02, with a low of 0.36 (February 2026) and a high of 9.26 (November 2025). By contrast, the global baseline over the same months averaged roughly 15.65, swinging between about 9.36 (Dec 2025) and 30.13 (Feb 2026).
Monthly movements were dramatic in absolute terms at several moments: October 2025 fell to ~0.56 before a sharp lift to 9.26 in November, then a rapid reversion toward low single-digit values in December and early 2026. Average absolute monthly change for the Philippines was roughly 3.10 points; for the global baseline it was larger in absolute dollars (~5.58) but smaller relative to its mean.
The cadence shows Q4 punctuations and a quiet early-Q1 trough. October–November 2025 contains the period’s largest swing (0.56 up to 9.26), and February 2026 is a standout trough (0.36) against a global peak the same month (30.13). Performance typically softens and then rebounds in distinct months here — a pattern of abrupt spikes and quick pullbacks rather than smooth seasonal drift. Volatility is concentrated: a few months account for much of the range, while other months sit near sub-$1 levels.
Across every month, the Philippines trailed the global CPI benchmark, often by large margins. On a monthly basis the Philippines ran between roughly 1% and 62% of global levels: at its narrowest gap (November) CPI in the Philippines was about 38% below the global benchmark; at its widest (February) it was about 99% below. In relative terms the Philippines data was more volatile — average monthly moves were about 103% of its mean versus about 36% for the baseline — even though absolute-dollar swings were smaller.
Understanding Cost Per App Install benchmarks for All industries available in the Philippines complements broader Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and country-specific ad costs when comparing industry ad performance across markets.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Philippines, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPI values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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 may rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel. Retail campaigns face more competition and higher CPMs in late November–December. Long weekends may reduce weekday ad inventory while increasing media consumption for weekend awareness campaigns.
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 that show app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals can lower CPI.
Optimizing for installs increases volume. Optimizing for actions such as signups or purchases brings higher-quality users. Choose based on your goals and the importance of post-install behavior.
Align creative with the app experience, avoid misleading ads, and exclude people who already installed. Test lookalike audiences based on high-quality users rather than all installers.
Compare cost benchmarks for Facebook advertising metrics.
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