See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
November 2024 - November 2025
Detailed observation of presented data
Recreation and Travel’s cost per app install (CPI) came in consistently below the global benchmark, delivering cheaper installs across most of the year but with sharper mid-year swings. Across all countries, the category averaged $9.96 per install versus a $15.04 global average, a gap of roughly 34%. The storyline is a flat end-to-end trend masking turbulence: a deep trough in June, a powerful rebound through summer, and a brief September spike before settling back near early-year levels.
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 compared to the global benchmark.
For context, the global benchmark climbed from $11.30 in December 2024 to $19.14 in October 2025 (+69%), peaking at $27.90 in June.
Seasonally, Recreation and Travel posted softer CPIs through late Q1 and Q2, with May at $6.05 and an atypically low June at $1.46—well below typical mid-year levels. The summer period rebounded: July and August returned to a $10 neighborhood before a September pop to $26.13. Unlike many categories where Q4 often tightens as competition rises, October reverted lower in this industry, landing close to December levels and below the global pattern, which remained elevated into early Q4.
Recreation and Travel was below the global benchmark in 7 of the 9 months observed. The category was briefly above market in January (+15% vs global) and again in September (+12%). The narrowest gap occurred in September (+12% above), while June marked the widest divergence (−95% below global). Monthly comparisons underscore the discount through much of the year: May (−49%), August (−46%), and October (−49%) all sat substantially under the global CPI.
Trend momentum diverged as well: the global benchmark rose steadily (+69% from December to October), while Recreation and Travel held steady overall (−0.5%) despite stronger Q3 peaks. On average, Recreation and Travel’s CPI remained about one-third cheaper than the all-industry global benchmark across the period.
These Facebook Ads benchmarks highlight CPI trends for the Recreation and Travel industry across all countries: lower-than-average costs, heavier mid-year volatility, and a brief September spike against a rising global tide. Understanding cost per app install benchmarks for Recreation and Travel globally helps frame country-specific ad costs and industry ad performance relative to the broader market.
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.
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Cost per lead across different markets
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See how much it costs to get users to install an app