Facebook Ads Cost Per App Install Benchmarks in Philippines

Introduction

Cost per app install in the Philippines sat well below the global benchmark for most of the year, but the story isn’t just “cheap installs.” It’s a steady, mostly controlled climb through mid-year, then a pronounced Q4 surge that temporarily narrows the gap with global costs. Volatility stayed moderate compared to the world aggregate, with a couple of standout spikes in June and November that defined the market’s 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 in the Philippines compared to the global benchmark.

The story in the data

Across 2025 to date, cost per app install in the Philippines averaged about 4.56, ranging from a low of 2.16 in January to a peak of 9.26 in November. The year opened at 2.16 and ended at 5.49 in December—about 155% higher than January—marking a clear uptrend with two distinct accelerations.

Month by month, the pattern was measured rather than erratic. February lifted to 4.15, then eased through spring to 2.85 in May before a sharp June jump to 6.19 (+117% month over month). That surge unwound in July (−37%), followed by a gradual build in August (+14%) and September (+17%). The fourth quarter moved decisively higher, with November spiking to the annual high (+77% vs. September, with October data not observed), then moderating to 5.49 in December (−41% vs. November) while still finishing the year above the annual average.

Volatility in the Philippines averaged about 1.80 points in absolute month-to-month change—noticeably smoother than the global benchmark’s average swing of 4.57. The overall range was 7.10 points in the Philippines vs. 16.68 points globally, underscoring a steadier local market punctuated by contained but meaningful spikes.

Seasonal and monthly dynamics

The Philippines followed a familiar app-install seasonality arc with local nuances. Q1 was the softest (around 3.18 on average), Q2 lifted modestly but was defined by the June spike, and Q3 maintained a measured climb (averaging 4.54). Q4 was the most expensive period, averaging roughly 7.38 across November and December—about 62% above the full-year average—indicating tight auction pressure heading into the holiday window. The strongest single month came in November, with December easing but still elevated relative to earlier in the year.

Globally, the seasonal rhythm leaned heavier in mid-year and stayed elevated into Q4: a Q2 high with a June peak, a pullback in July, then a sustained plateau through Q3 and Q4 before a December cool-down.

Country vs. Global

Against the global benchmark (which averaged roughly 13.37), the Philippines’ all-industry cost per app install was significantly lower at about 4.56—roughly 66% below global levels on average. The gap varied by month: widest in April–May (about 77% below) and narrowest in November (about 36% below) and December (about 41% below), when local costs rose and the differential compressed.

While the global trend ended the year about 32% higher than January, the Philippines finished around 155% higher, signaling a stronger late-year lift locally from a much lower base. Even so, month-to-month swings were gentler in the Philippines than globally, except for the notable June and November surges that shaped the year’s peaks.

Closing

Facebook Ads cost-per-app-install benchmarks for all industries in the Philippines show a market priced well below global averages, with controlled volatility and a pronounced Q4 lift. Understanding these country-specific ad costs and the yearly rhythm helps contextualize industry ad performance in the Philippines alongside the global trend.