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October 2025 - September 2026
Benchmark observations based on the selected data
Cost-per-app-install in the Public Safety category moved unevenly across the 13-month window, with the market largely clustered under $20 per install until two dramatic spikes pushed the overall benchmark higher. 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 available compared to the global benchmark.
The series began in July 2025 at about $9.95 per install and finished in July 2026 at roughly $96.91 — an end point nearly 875% above the start. Across the period the median cost-per-app-install averaged about $21.8. The low point arrived in December 2025 at approximately $9.36, while the single largest high was July 2026 at $96.91. A secondary spike occurred in February 2026 when costs jumped to about $30.13.
Most months sit in a tighter band: from July 2025 through June 2026 (excluding February and July spikes) values largely ranged between $9 and $20, with a cluster around $12–$16 across Autumn 2025 and Spring 2026. Month-to-month absolute change averaged roughly $11.5 when the July 2026 spike is included; removing that outlier lowers average monthly movement to about $5.1 — illustrating how a small number of extreme months drive headline volatility.
Key movements: a steady rise from July to October 2025 (about $10 → $16), a pullback into December ($9.36), a rebound into January ($12.8) followed by a sharp February surge to $30.13, a reversion into mid-teens through June 2026, and then the large July 2026 spike to $96.91.
The rhythm shows softer pockets in late Q4 2025 (December trough) and relative stability in late spring 2026. Two clear anomalies punctuate that pattern: February 2026’s surge and the extreme July 2026 peak. The seasonal shape resembles a modest autumn climb, a year-end dip, an early-year volatility window, and a late-spring plateau until an abrupt mid-summer escalation.
These dynamics produce a mix of steady monthly medians for most of the year and occasional sharp excursions that create large swings in aggregate metrics. Across the window, the typical operating band for installs in Public Safety was under $20 except when episodic market conditions lifted costs substantially.
Because the provided benchmark represents all countries available, the Public Safety trend here is effectively aligned with the global baseline. Relative behavior shows periods that are “below average” (December and several mid-year months under $15) and moments that are markedly “above market” (February and especially July 2026). The global picture is therefore a low-to-mid-teens baseline punctuated by high-volatility months, making the series “more volatile” in months with demand or supply shocks and comparatively calm across the remaining months.
Understanding cost-per-app-install benchmarks for Public Safety in All countries available provides a clear view of how episodic spikes (February and July 2026) can reshape average costs while most months remain clustered under $20 — useful context for anyone tracking Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs, and broader industry ad performance in Public Safety across All countries available.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Public Safety industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPI values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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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 that show app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals can lower CPI.
Optimizing for installs increases volume. Optimizing for actions such as signups or purchases brings higher-quality users. Choose based on your goals and the importance of post-install behavior.
Align creative with the app experience, avoid misleading ads, and exclude people who already installed. Test lookalike audiences based on high-quality users rather than all installers.
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