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 industries in Sweden, cost per app install (CPI) started 2025 at a premium and then steadily deflated, ultimately dropping below the global benchmark by June. The year opened with unusually high acquisition costs, eased through spring, and finished the half with a sharp correction, marking one of the clearest reversals in our dataset. Volatility was higher than the global pattern, with two pronounced step-downs bracketing a brief mid-period plateau. 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 all industries in Sweden compared to the global benchmark.
Sweden’s CPI averaged 51.6 from January to June 2025, with a high of 76.8 in January and a low of 24.5 in June. The path was decisively downward: −9.7% from January to February (76.8 to 69.4), a steeper −35% drop into March (45.1), then a pause in April (45.9, +1.9%) and May (47.8, +4.0%), followed by a near‑half cut in June (24.5, −48.7%). From the January peak to June’s trough, CPI fell 68%.
Month-to-month volatility averaged 11.5 points in Sweden, driven by the February–March and May–June moves. By comparison, the global benchmark averaged 14.0 over the same period and posted a 6.7‑point average monthly swing, indicating Sweden’s costs were meaningfully more volatile.
Globally, CPI was lower and trended upward. The benchmark moved from 7.22 in January to 27.90 in June, with notable lifts in February, April, and a strong June surge. Sweden’s June marked a pivotal crossover: 24.5 locally versus 27.9 globally.
The first quarter in Sweden was elevated relative to the world, with high acquisition costs in January and February before moderating into March. Spring (March to May) stabilized near the mid‑40s, suggesting a temporary equilibrium, before late‑quarter pressures reset prices downward in June. In contrast, the global rhythm rose into mid‑year: while November–December 2024 sat at 17.5 and 12.6 globally, January eased to 7.2 and then climbed unevenly to a June high of 27.9.
By quarter, Sweden moved against the global tide. Q1 averaged 63.8, while Q2 fell to 39.4, a 38% decline. The global benchmark advanced from 9.8 in Q1 to 18.2 in Q2, an 87% lift.
Sweden began far above market—nearly 10x the global CPI in January (+966%), then +439% in February and +392% in March. The gap narrowed in April (+212%) and May (+297%). By June, Sweden flipped to 12% below the global benchmark (24.5 vs. 27.9). Over the full half, Sweden’s average CPI sat about 269% above the global average (51.6 vs. 14.0), but the trajectory diverged: the global series climbed steadily, while Sweden’s was choppier and ultimately declined. Range and variability underscored that contrast—Sweden’s spread from high to low spanned 52.3 points versus 20.7 globally, with higher month-to-month swings.
In Facebook Ads benchmarks, CPI sits alongside CPC trends, CPM analysis, and CTR performance as a core cost signal. For country-specific ad costs, Sweden’s all‑industry CPI in early 2025 tells a clear story: elevated acquisition prices early, a spring pause, and a sharp June reset that dipped below the global baseline. Understanding cost per app install benchmarks for all industries in Sweden helps advertisers evaluate industry ad performance 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Sweden, advertisers should consider local market factors and user behavior. 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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Late November (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.
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