Facebook Ads Cost Per App Install Benchmarks for Textiles

Introduction

Across all countries, the cost to acquire a mobile app install in Facebook Ads spent the year on a rollercoaster rather than a straight climb. The market opened high, plunged into a January trough, then surged to a June spike before settling into a firmer, elevated band through Q3 and early Q4. Volatility was a defining feature, with sharp mid-year swings and a nearly flat finish versus the start of the period. 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 Textiles across all countries compared to the global benchmark for cost per app install.

The story in the data

From November 2024 to November 2025, the global benchmark for cost per app install averaged $15.91, with a median of $14.74. The period began at $17.55 in November 2024 and ended slightly lower at $17.18 in November 2025 (−2%), masking considerable turbulence in between.

• Low: January 2025 at $7.22.
• High: June 2025 at $27.90.
• Range: a wide $20.68 spread.
• Average month-to-month swing: roughly $6.29, underscoring a choppy market.

Month-by-month momentum was pronounced. Costs fell 28% in December and another 43% into January before rebounding 78% in February. After a brief pullback in March, the market climbed into April, dipped in May, then executed its sharpest leap from May to June (+131%). The steepest correction followed in July (−44%). Late summer and early fall stabilized at higher levels: $19.88 in August, $22.72 in September, $20.72 in October, and $17.18 in November.

Seasonal and monthly dynamics

Seasonality shows classic app-install patterns with outsized mid-year competition. Q1 was the softest stretch, averaging $9.75 as post-holiday demand eased and auction pressure lightened. Q2 jumped to $18.23, dominated by the June spike. Q3 held that higher plateau at $18.28, with August and September both elevated. Early Q4 2025 remained firm, averaging $18.95 across October and November, higher than the Q4 2024 opening months, indicating cost momentum carried into year-end.

In practical terms, installs were least expensive around January and most expensive in June. Roughly a third of the months landed above $19, and three months topped $20, clustered around late summer and early fall.

Country vs. Global

Because this view aggregates Textiles across all countries, the shape of the series aligns with the global benchmark itself: a deep Q1 trough, a mid-year surge, and a higher, steadier back half. The global trend over the period was nearly flat overall (−2% from November to November) but much more volatile than a straight average suggests, with large intra-year moves defining the gap between seasonal lows and highs. In other words, relative to a notional “steady” market, the benchmark for app install costs was more volatile, especially between May and July.

Closing

Understanding Facebook Ads benchmarks for cost per app install in the Textiles industry across all countries highlights a year defined by a January low, a June peak, and elevated late-year costs. This benchmark framing helps situate industry ad performance within broader CPI rhythms, complementing CPC trends, CPM analysis, CTR performance, and country-specific ad costs across global markets.