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
Recreation and Travel app-install costs ran hot and choppy in mid-2025 before sliding into a year-end trough. On average across All countries available, cost per app install started very high in June, eased through late summer, rebounded in September and then declined into December — a pattern that reads like a summer peak followed by a Q4 lull. 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 Recreation and Travel in All countries available compared to the global benchmark.
From June to December 2025 the Recreation and Travel COST_PER_APP_INSTALL series averaged about $20.83, with a high of $41.13 in June and a low of $7.32 in December. That range (~$33.80) reflects dramatic month-to-month swings: June was the standout spike, July held elevated costs (~$29.22), August dipped to single digits (~$9.85), then September showed a rebound (~$26.13) before smoothing down through October (~$15.02) and November (~$17.14) to the December low.
Compared to the global baseline for the same months (average ≈ $13.87), Recreation and Travel costs were roughly 50% higher overall. The gap was largest in July (+194% vs. baseline) and June (+124%), while August and December flipped to below-benchmark territory (about −21% each). Volatility was pronounced: average absolute month-to-month movement was about $11.8 for Recreation and Travel versus about $3.7 for the global benchmark — more than three times as volatile.
The cadence looks seasonally influenced. Early summer (June–July) produced the largest lift, consistent with higher travel demand and marketing activity, then August registered an unexpected dip back toward baseline levels. September returned as a secondary peak before a steady decline into Q4, where costs softened to the year’s low in December. The rhythm shows a mid-year surge with intermittent rebounds rather than a smooth ramp — a choppy momentum profile through the second half of 2025.
Across All countries available, Recreation and Travel costs trended above the global benchmark in four of seven months, particularly in June and July where costs more than doubled relative to market norms. At its narrowest, the segment undercut global costs by about 21% (August and December); at its widest, it exceeded global levels by nearly 194% (July). The market was both higher-priced and more volatile than the baseline: above average in magnitude and above average in month-to-month swings.
Understanding COST_PER_APP_INSTALL benchmarks for Recreation and Travel across All countries available provides a clear view of how app-install economics diverged from broader Facebook Ads benchmarks and broader CPC trends, CPM analysis and CTR performance narratives for industry ad performance and country-specific ad costs.
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 Recreation and Travel 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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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See how much it costs to get users to install an app