See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
January 2025 - January 2026
Detailed observation of presented data
Great Britain’s cost per app install (CPI) in 2025 told a two-speed story: a dramatic mid-year run-up followed by a sharp Q4 reset. Across all industries, the market averaged 29.13 for the year—more than double the 13.37 global benchmark—yet it began and ended at relatively modest levels. The year peaked in June and bottomed out in November, with swings that were far more pronounced than the global pattern. 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 Great Britain compared to the global benchmark.
Great Britain started the year low at 4.81 in January, climbed to 8.79 in February, and then spiked to 54.51 in March. That surge set the tone for a high-cost middle of the year: April (50.69), June (the annual peak at 65.40), and July (53.88) kept CPI elevated, with August (43.13) and September (27.74) easing off but still above the global norm. The reset arrived in Q4—October fell to 6.01, November landed at the annual low of 4.59, and December rebounded to 11.31.
For the year, CPI in Great Britain averaged 29.13, with a median of 23.22. The range was wide—60.8 points from low to high—and monthly volatility averaged 18.16 points, roughly four times the global month-to-month change (4.57). The most acute move was the peak-to-trough swing from June (65.40) to November (4.59), a 93% drop in five months.
Seasonality in Great Britain ran counter to expectations. Q1 opened soft but ended with a March spike that lifted the quarter’s average to 22.70. Q2 was the top of the year at 44.93, anchored by June’s high. Q3 cooled but remained elevated at 41.58. Then Q4 broke from mid-year momentum: the quarter averaged just 7.30, an 82% decline from Q3, with October–November producing the lowest monthly CPIs of the year before a modest December rebound.
Globally, seasonality was steadier: CPI rose into June (the global peak at 23.76), held in a narrow band through September, then moderated across Q4, with October relatively elevated (16.43) and December the annual low (9.32).
Compared to Facebook Ads benchmarks globally, Great Britain was mostly above market—but not consistently. It under-ran the global average in January (−32%) and February (−24%), then outpaced it by large margins from March through September: March was +512% versus global, April +275%, June +175%, July +400%, August +169%, and September +72%. The gap narrowed to its tightest point in December (+21%). The only months clearly below the global benchmark late in the year were October (−63%) and November (−68%), highlighting the abrupt Q4 reset unique to Great Britain.
Overall, Great Britain’s CPI was 118% higher than the global average for 2025, with a higher median as well (23.22 vs. 12.92). It was also meaningfully more volatile, with average monthly moves about 4x larger than the global trend. Across the year, Great Britain ran above market in eight of twelve months; its middle months were especially inflated, while its Q4 diverged from the typical global pattern.
Understanding Facebook Ads benchmarks for cost per app install across all industries in Great Britain reveals a year marked by an elevated, volatile mid-year and an unusually soft Q4. These country-specific ad costs provide a clear view of industry ad performance in Great Britain relative to the global benchmark.
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 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.
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/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
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.
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