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Facebook Ads Cost Per App Install Benchmarks for Retail in United Kingdom

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Cost Per App Install for Retail in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, the selected cost per app install values run far above the global baseline—about 100x higher on average across overlapping months.
  • The series shows pronounced seasonality: a sharp spike in November (Q4), a deep reset in January, and another surge by June.
  • Volatility is high. Between observed months, swings averaged roughly 433% for the selected series versus 166% in the global baseline.

What this analysis covers

This analysis looks at cost per app install trends for industry Retail and target country Great Britain compared to the global trend.

Selected series overview

Observed months: Oct 2024, Nov 2024, Jan 2025, Jun 2025.

  • Average: 1,328.98; median: 1,315.90.
  • High: 2,409.94 (Jun 2025); low: 274.19 (Jan 2025). The range implies an ~8.8x spread between low and high.
  • Month-to-month moves (between observed points):
  • Oct → Nov: +432.7% (416.04 → 2,215.77)
  • Nov → Jan: −87.6% (2,215.77 → 274.19)
  • Jan → Jun: +779.3% (274.19 → 2,409.94)
  • Change from first to last observed month: +479% (Oct 2024 to Jun 2025).
  • Notable spikes/dips: A steep Q4 run-up into November, a pronounced January low, and a new high by June.

Global baseline context

For the same overlapping months, the baseline values were 6.20 (Oct 2024), 14.28 (Nov 2024), 6.36 (Jan 2025), and 26.21 (Jun 2025).

  • Average: 13.26; median: 10.32.
  • High: 26.21 (Jun 2025); low: 6.20 (Oct 2024); ~4.2x spread between low and high.
  • Month-to-month moves:
  • Oct → Nov: +130.6%
  • Nov → Jan: −55.5%
  • Jan → Jun: +312.0%
  • Change from first to last observed month: +323%.
  • Broader baseline seasonality also shows elevated Q4 costs (notably November), a January reset, a mid-year spike in June, and rising levels into late summer/early fall (July–September 2025).

Relative positioning versus the baseline

  • On average across overlapping months, the selected series is ≈100x above the global baseline.
  • By month, the selected values ranged from ~43x above market (Jan 2025) to ~155x above market (Nov 2024), with June ~92x and October ~67x.
  • Volatility is materially higher in the selected series (average swing ~433%) than the baseline (~166%), indicating larger relative shifts between observed months.

Seasonality and volatility signals

  • Pattern alignment: Both series exhibit the familiar Q4 escalation (notably in November), a January pullback, and a strong mid-year lift in June.
  • Magnitude: The selected Retail/Great Britain series consistently sits well above market and shows wider peaks and troughs than the global trend.

Understanding cost per app install benchmarks on Facebook Ads in industry Retail and Great Britain helps advertisers make more efficient budget and creative choices.

Understanding the Data

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 Retail industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

United Kingdom Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 22nd January (Scotland)
Apr 18Good Friday
Apr 21Easter Monday
May 5Early May Bank Holiday
May 26Spring Bank Holiday
Aug 25Summer Bank Holiday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions

Potential Advertising Impact

CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.

What's a good CPI for iOS vs Android in 2025?

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.

Why is my app install cost higher in some countries?

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.

What creatives drive the lowest CPI on Facebook?

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.

Should I optimize for installs or in-app actions?

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.

How do I lower CPI without tanking app retention or quality?

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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