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
Across all countries, Software Development app-install costs sat far below the global, all‑industry benchmark through the period. Median Cost per App Install (CPI) averaged just $2.95 for Software Development versus a $15.10 global median, with a sharp drop after November 2024, a brief mid‑year lift in June 2025, and a return to low levels by October. Volatility was present but comparatively contained, with standout months in November (a high), June (a spike), and July (a floor). 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 Software Development across all countries compared to the global benchmark.
The period opened at $8.26 CPI in November 2024 and closed at $1.43 in October 2025, an 83% decline end‑to‑end. The median averaged $2.95, ranging from a low of $1.11 in July to highs at $8.26 in November and $6.02 in June. Key movements underscored a choppy but downward‑leaning arc:
Month-to-month absolute moves averaged $2.07, indicating moderate volatility around a low base.
Seasonality showed a distinct mid‑year ripple against an otherwise low‑cost backdrop. Q1 2025 (January–March) averaged $3.03, a relatively steady, modest-cost window. Q2 averaged $3.24, but that mean was driven by June’s spike; April and May were subdued. Q3 was the softest run at $1.71, led by July’s trough and gradual rebuilding in August–September. Q4 behavior was mixed: November 2024 was a local high ($8.26), while December softened sharply ($1.83), and October 2025 landed close to the cycle’s lower band ($1.43). The rhythm points to intermittent cost lifts (notably June) punctuating an otherwise low CPI profile for app installs in Software Development.
Relative to the global benchmark, Software Development’s CPI across all countries consistently ran below market—about 80% lower on average ($2.95 vs. $15.10). The narrowest gap appeared in January (44% below) and November (48% below). From April onward, the discount widened to 75–93% below global levels, with the widest gaps in July–October (−91% to −93%). In dollar terms, the largest spread emerged in June, when Software Development’s $6.02 CPI contrasted with the global $27.90—an approximate $21.88 difference.
The global trend climbed from $15.83 in November to $19.14 in October (+21%), punctuated by pronounced mid‑year peaks in June ($27.90) and September ($23.31). By contrast, Software Development slid from $8.26 to $1.43 across the same window, with the June pop proving temporary. Volatility was also heavier globally: average month‑to‑month movement was $6.23 in the global benchmark versus $2.07 for Software Development, reflecting larger swings tied to broader market pressures.
Viewed through Facebook Ads benchmarks, the cost-per-app-install profile for Software Development across all countries was consistently below the global average, with a brief June lift amid otherwise low CPI trends. Understanding cost per app install trends for Software Development in all countries helps performance marketers benchmark country-specific ad costs, interpret CPI trends, and align expectations against global patterns.
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 Software Development 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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app