See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
July 2025 - July 2026
Detailed observation of presented data
The main story: cost-per-app-install (CPI) for Public Safety across All countries tracked a choppy but directionally lower path over the 13-month window, punctuated by a dramatic spike in February 2026. Overall levels clustered around the mid-teens (USD), with clear month-to-month swings that speak to episodic demand and competition. 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 Safety in All countries compared to the global benchmark.
The series begins at roughly $18.36 in June 2025 and finishes at $11.85 in June 2026 — a decline of about 35% from start to finish. Across the period the median CPI averaged about $15.55. The highest single-month median was February 2026 at $30.13, more than double the series average and roughly 222% above the trough. The lowest point came in December 2025 at $9.34.
Notable swings: an early drop from June to July 2025 (about −46%), a recovery into autumn (peaking near $16.43 in October), a dip into December, then a sharp surge into February 2026 (+135% month-over-month from January). After the February peak the metric fell back toward the mid-teens, ending the window lower than the opening value. Monthly dispersion is meaningful — the standard deviation across months is about $5.1, which is roughly 33% of the mean — indicating sustained volatility in cost-per-app-install for Public Safety.
Rhythm in the data shows softer medians around mid-summer and the winter holiday month (July and December lows near $9–10), with intermittent strength in autumn and a pronounced outlier in late winter (February). The series suggests recurrent troughs in December and mid-year softness, with the most significant single-month lift occurring in February 2026. These movements generate a stop-start cadence rather than a smooth seasonal climb — a pattern that reads as episodic demand and occasional competitive pressure across months.
Because this view aggregates All countries, the series functions as a near-global snapshot. Compared with an implied broader benchmark, Public Safety’s CPI here shows episodic bouts of above-market pressure (February’s 30.13) and extended periods below the early-June level by the end of the window. Variability is a defining feature: peaks exceeded troughs by over 220%, and month-to-month swings produced a coefficient of variation near 33%. In relative phrasing, Public Safety across All countries displayed more volatile CPI movement than a steady global baseline — with narrow windows of elevated cost and longer stretches of mid- to low-teens medians.
Understanding Cost Per App Install benchmarks for Public Safety across All countries provides a data-grounded view of industry ad performance, and helps characterize country-specific ad costs and broader Facebook Ads benchmarks in the Public Safety category.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Public Safety industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
iOS CPIs often range from $2 to $5 or more. Android is usually cheaper, between $1 and $3. Your CPI will depend on geo, creative, and optimization goal.
Some regions like the US, UK, and Canada have higher competition and stricter privacy regulations, which drive up costs. Countries with lower purchasing power typically have cheaper CPIs.
Short videos showing app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals help lower your CPI.
Optimizing for installs gets volume, but optimizing for actions like signups or purchases brings higher quality users. It depends on your goals and how much post-install behavior matters.
Align your creative with the app experience, avoid misleading ads, and exclude users who already installed. You can also test lookalike audiences based on high-quality users, not just all installers.
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See how much it costs to get users to install an app