Facebook Ads Cost Per App Install Benchmarks for Public Administration

Introduction

The headline in the data: cost per app install (CPI) climbed markedly through 2025, with a sharp mid-year spike and a firm finish in the mid-to-high teens. Across all countries, the global benchmark moved from a soft January to a June peak, then settled into a steadier, elevated band through Q3 and Q4. Volatility clustered in early summer, while late-year costs held above the annual average. 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 Public Administration across all countries compared to the global benchmark.

The story in the data

Starting the year at $7.07 in January, median CPI rebounded to $11.63 in February, dipped to $8.92 in March, and then surged to $13.51 in April. May eased slightly ($12.32) before a step-change peak in June at $23.76—the highest point of the year and 68% above the 2025 average. That jump was followed by an equally sharp retracement to $10.79 in July (-55% month over month), before the market stabilized in a tighter mid-teens range: $15.98 in August, $16.11 in September, and $16.64 in October. November softened to $15.66 before a December lift to $17.03.

For 2025, the average CPI was $14.12, with a median near $14.6. The annual range spanned from the $7.07 low in January to the $23.76 high in June—a $16.69 spread. Month-to-month volatility averaged about $4.15, with back-to-back extremes around the summer peak: +$11.43 into June, then −$12.97 into July. From January to December, CPI rose 141%, while December 2025 sat roughly 60% above December 2024 ($10.62 to $17.03).

Seasonal and monthly dynamics

The rhythm followed a familiar arc: a soft Q1, a pronounced lift into late spring, and heightened costs through the back half of the year. H1 averaged $12.87, while H2 averaged $15.37—about 19% higher. After the June spike, the market moved into a more orderly band in August–October (roughly $16–$16.6), with a brief November dip before ending the year firmly at $17.03. Q4 averaged about $16.45, clear of the full-year mean, consistent with wider competition and spend intensity late in the year. The shape—trough, surge, retrace, settle—suggests a year defined by a single outsized summer peak and a resilient finish.

Country vs. Global

Because this view aggregates Public Administration across all countries and the available reference is the global benchmark, the two series are aligned for this window. In practice, that means Public Administration’s CPI across all countries mirrored the market-level pattern: the same January low, the same June high, and the same mid-teens consolidation into Q4. The gap to the benchmark was effectively zero month by month, and the volatility profile—calmer early and late, packed around the summer spike—matched the global contour.

Closing

In sum, Facebook Ads benchmarks for cost per app install in Public Administration across all countries show a low start, a dramatic mid-year surge, and a sustained, higher-cost finish. While this review centers on CPI, many teams consider CPC trends, CPM analysis, and CTR performance alongside these figures to contextualize country-specific ad costs and industry ad performance. Understanding cost-per-install benchmarks for Public Administration globally helps advertisers evaluate install efficiency and compare results to broader market patterns.