Facebook Ads Cost Per App Install Benchmarks for Public Administration

Introduction

Cost per App Install in Public Administration moved through the year like a slingshot: soft early, a dramatic mid-year surge, then a cool-down that landed almost where it started. Across all countries, the metric traced a pronounced June spike and a steady late-year normalization, with notable month-to-month swings that made the mid-year period the clear outlier. 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 in all countries compared to the global benchmark.

The story in the data

The period opened at $17.55 in November 2024 and closed at $17.18 in November 2025, a near-flat −2% shift year over year. The global median Cost per App Install averaged $15.91 across the 13 months, with a median of $14.74, a trough in January 2025 at $7.22, and a peak in June 2025 at $27.90. The range between the low and high was wide—about $20.68—signaling a year defined by bursts of competition and pricing pressure.

Volatility was a feature, not a bug: the average absolute month-to-month swing was $6.29 (roughly 40% of the annual mean). The sharpest moves clustered around the mid-year peak: May to June jumped +$15.85 (+132%), followed immediately by a −$15.66 (−56%) reset from June to July. Other notable moves included a January rebound into February (+78%) and a July-to-August lift of +62%. By contrast, late Q3 into Q4 showed smaller adjustments (−9% from September to October and −17% from October to November), suggesting stabilization after the mid-year surge.

Seasonal and monthly dynamics

Seasonally, Q1 was the softest period: January–March averaged about $9.75, with January marking the low of the year. Q2 escalated, culminating in the June high; the April–June average rose to $18.23, with June far above the trend. Q3 held elevated but more controlled levels, averaging $18.28 across July–September, as the market normalized from the spike. Q4 split into two stories: late 2024 (November–December) averaged a cooler $15.08, while early Q4 2025 (October–November) hovered near $18.95, indicating a firmer finish than the prior year despite the step-down from September.

Country vs. Global

Because this view aggregates all countries, the observed curve functions as the global benchmark for Facebook Ads benchmarks on Cost per App Install. In other words, Public Administration across all countries and the global all-market trend are in parity month by month. The shape of that shared curve is clear: a Q1 trough, a steep climb into a June crest (+75% above the annual average), and a measured return toward the mean into Q4. The year’s endpoints nearly match, and the widest deviations concentrate in mid-year, where costs temporarily ran well above the long-run baseline.

Closing

Understanding Facebook Ads cost-per-app-install benchmarks for the Public Administration industry across all countries highlights a year of pronounced mid-year inflation, softer Q1 acquisition costs, and late-year normalization. These country-aggregated benchmarks provide a clear reference point for industry ad performance, CPAI trends, and global, country-specific ad costs relative to broader CPC and CPM analysis and CTR performance patterns.