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July 2025 - July 2026
Detailed observation of presented 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.
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