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
Sweden’s cost per app install spent the first half of 2025 well above the global benchmark, then flipped dramatically in June. The year opened with unusually high acquisition costs that eased through spring, followed by a sharp reset just as the global market spiked. The result: Sweden moved from a double‑digit premium versus the world to a slight discount in a single month, a rare reversal that stands out in Facebook Ads benchmarks.
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 median cost per app install started at 76.8 in January and ended at 24.5 in June, a 68% decline across six months. The high came in January (76.8), with a low in June (24.5). Across the period, Sweden averaged 51.6, with an average month‑to‑month swing of 11.5 points (about 20% relative change). The largest moves were February to March (−35%) and May to June (−49%), while April (+1.9%) and May (+4.0%) were comparatively steady.
Quarter by quarter, the narrative is clear. Q1 averaged 63.8, elevated but easing as the quarter progressed. Q2 averaged 39.4, down 38% from Q1, with April and May forming a brief plateau before June’s pronounced reset. The peak‑to‑trough spread across H1 measured 52.3 points, underscoring a market that compressed quickly after a costly start.
The pattern suggests a high-cost Q1 carrying residual holiday-season intensity into January, then a gradual normalization through March. Spring (April–May) brought a narrow band, hinting at a short stability phase before a decisive break lower in June. While Q4 typically heightens competition and Q1 often softens, Sweden’s early‑year costs remained elevated longer than usual, then unwound abruptly as summer began.
In contrast, the global rhythm was choppier in level but not directionally similar: global costs remained relatively low through May and surged in June.
Against the global benchmark, Sweden sat at a substantial premium for most of H1. Sweden’s average cost per install (51.6) was roughly 3.8x the global average (13.5) from January through June. Month by month, the gap narrowed materially: Sweden was about +978% above global in January (76.8 vs. 7.1), +454% in February, +411% in March, +265% in April, +306% in May — and then −12% below global in June (24.5 vs. 27.9).
The divergence in momentum is equally striking: global costs climbed from Q1 to Q2 by 84%, driven by a June spike, while Sweden fell 38% across the same periods. Volatility differed by lens: Sweden showed larger absolute swings (11.5 vs. global’s 6.0 points), while the global series exhibited a higher average percentage swing due to June’s outsized jump.
These Facebook Ads benchmarks highlight how cost per app install for all industries in Sweden tracked far above country‑agnostic levels before undercutting the market in June. Understanding country‑specific ad costs and app install trends helps frame industry ad performance in Sweden relative to 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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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.
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