Facebook Ads Cost Per App Install Benchmarks in Philippines

Introduction

The main story: Cost Per App Install in the Philippines ran materially below the global benchmark across the 12-month window, trading in a choppy pattern of steep spikes and deep troughs rather than a steady seasonal climb. The Philippines showed several dramatic month-to-month moves—most notably a November surge and a February trough—while the global series was dominated by a pronounced February peak. 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.

The story in the data

Across June 2025–May 2026 the Philippines’ median COST_PER_APP_INSTALL averaged about 3.28 (currency units), starting at 6.19 in June 2025 and ending at 0.81 in May 2026 — an overall decline of roughly 87% from start to finish. The highest monthly value in the Philippines was 9.26 in November 2025; the low was 0.36 in February 2026. Month-to-month swings were extreme: the jump from October to November was over +1,500% in relative terms (0.56 → 9.26), then collapsed again by about −87% into December.

By contrast the global benchmark averaged about 15.86 over the same period, with a peak of ~30.13 in February 2026 and a low near 9.34 in December 2025. The global series moved with a large February spike (+135% Jan→Feb) but otherwise showed smaller relative swings than the Philippines.

Volatility measures underline the different rhythms: standard deviation for the Philippines was roughly 2.67 (coefficient of variation ~81%), indicating high relative volatility around a low mean. The global series had a larger absolute standard deviation (~5.20) but a lower relative volatility (CV ~33%).

Seasonal and monthly dynamics

Seasonally, the global benchmark exhibited a clear February surge and softer late‑year compression into December. The Philippines did not mirror that single global pulse; instead it produced a jagged rhythm with several short-lived lifts (June, August–September, November, April) and multiple troughs clustered in late Q4 and early Q1 (October, December, January, February, May).

Notable monthly dynamics in the Philippines include a mid‑Q3 lift (Aug–Sep), a steep October drop, a dramatic November spike, and repeated collapses afterward. These moves produced a pattern of rebound and decline rather than a smooth seasonal curve. Globally, the dominant seasonal signature was the February cost surge, followed by partial normalization in March–May.

Country vs. Global

Relative framing: the Philippines spent far less on app installs than the global benchmark across every month observed. On average PH costs were about 79% below global levels (3.28 vs 15.86). At its narrowest gap—November 2025—Philippines costs were roughly 38% below global (9.26 vs 14.86). At its widest—February 2026—the Philippines sat nearly 99% below the global peak (0.36 vs 30.13). In relative terms the Philippines series was more volatile (higher CV), while in absolute dollars the global series swung more widely around a higher mean.

This juxtaposition underscores divergent market dynamics: the global trend was driven by a pronounced February surge, while the Philippines exhibited episodic spikes and rapid reversals across the year.

Understanding Cost Per App Install benchmarks for all industries in the Philippines provides context for interpreting Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and broader country-specific ad costs and industry ad performance in the Philippines.