Facebook Ads Cost Per App Install Benchmarks in Philippines

Introduction

Cost per app install in the Philippines sat well below the global benchmark throughout 2025, but the year wasn’t quiet: a mid-year lift, a late-year spike, and an overall climb from January to December shaped a clear cost narrative. The market’s costs moved in smaller steps month to month than the global average, yet November stood out as a sharp, above-trend surge before easing into December. 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

For all industries in the Philippines, median cost per app install opened at $2.16 in January and ended at $5.49 in December—an increase of roughly 155% across the year. The annual low was January ($2.16); the high arrived in November at $9.26, followed by a December pullback to $5.49. The 2025 average across observed months landed at $4.56.

Momentum shifted several times:

• Early Q1 rose from $2.16 to $4.15 in February (+92%), then cooled in March–May (down 22% from February to March, then modestly lower into May).
• June marked a notable jump to $6.19 from $2.85 in May (+117%), followed by a July correction to $3.92 (−37%).
• A steady climb across late Q3 lifted costs to $5.22 in September.
• With no October reading, November surged to $9.26, then December retraced to $5.49 (−41% vs. November).

Volatility in the Philippines averaged a $1.80 absolute move per month, indicating steadier month-to-month shifts than the global series over the same cadence.

Seasonal and monthly dynamics

Seasonality showed a gradual firming from Q1 into mid-year, with a late-year spike:

• Q1 averaged $3.18, the softest stretch of the year.
• Q2 stepped up to an average of $4.06, punctuated by the June peak.
• Q3 averaged $4.54 as costs edged higher through September.
• Q4 (November–December observed) averaged $7.38, the year’s costliest period on the Philippines curve due to the November lift.

Globally, the pattern was more elevated and more volatile. Costs rose from a January low to a pronounced June high, remained firm into early Q4 with an October high point, and then cooled by December.

Country vs. Global

Against the global benchmark, the Philippines remained structurally below market. Across the same observed months, the global median averaged $13.16 versus $4.56 in the Philippines—about 65% lower. The monthly gap ranged widely: the Philippines was closest in November (36% below global) and furthest below in April–May (around 77% below). Start to end, the Philippines climbed faster (+155% from January to December) than the global series (+47%), but with far smaller average monthly swings: $1.80 in the Philippines versus $4.86 globally. Global highs and lows also sat much higher, peaking at $23.76 in June and bottoming at $7.10 in January.

Closing

Understanding Facebook Ads benchmarks for cost per app install across all industries in the Philippines shows a market with consistently lower country-specific ad costs than the global average, a mid-year lift, and a pronounced November spike before easing. While this readout centers on CPI, it aligns naturally with how performance marketers track CPC trends, CPM analysis, and CTR performance to interpret industry ad performance. These benchmarks help contextualize app install costs in the Philippines relative to global patterns through 2025.