See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
August 2025 - August 2026
Detailed observation of presented data
The headline: app-install costs in Great Britain ran well above the global baseline for much of the 12-month window, with sharp month-to-month swings and several dramatic spikes. 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 period at roughly 53.9 (Jul 2025) and finished much lower at about 11.8 (Jun 2026), a decline of roughly 78% from start to finish. Across the year the median Cost Per App Install in Great Britain averaged about 29.9, with a high of 62.8 in August 2025 and a low of 6.04 in November 2025. By comparison the global baseline averaged about 15.6 over the same months (Jul 2025–Jun 2026). Volatility was pronounced: the standard deviation of Great Britain’s monthly CPI is about 20.2 (≈67% of the mean), and average absolute month-to-month moves were on the order of ~83% — far larger swings than the baseline.
Notable month-level movements: large early highs in July–August 2025 (53.9 → 62.8), a steep pullback into autumn (September 22.7 → October 9.4 → November 6.04), a rebound across winter into February (December 12.0 → January 24.4 → February 59.9), then another spike in April (March 15.8 → April 50.3) before easing into May and June.
The rhythm shows alternating troughs and surges rather than a smooth seasonal slope. Autumn 2025 produced a clear trough (Oct–Nov lows), winter saw a recovery that peaked in February 2026, and spring presented another high in April before costs subsided into early summer. These patterns create a stop‑start cadence: periods of relative softness are followed by rapid lifts, producing a jagged seasonal profile rather than a gentle quarterly trend.
Relative to the global benchmark, Great Britain ran notably above average for most months. On average GB’s CPI was about 92% higher than the global baseline (29.9 vs 15.6). At its narrowest gap (March 2026) Great Britain was roughly 5% below the global level; at its widest (July 2025) GB was about 4.4x the global benchmark (≈442% higher). Months that fell below global averages include October, November and June, while February, April, July and August stand out as months where GB outpaced the baseline by very large margins.
Understanding Cost Per App Install benchmarks for All industries in Great Britain — and how they diverge from global Facebook Ads benchmarks and broader country-specific ad costs — helps frame the scale, seasonality, and volatility of industry ad performance in Great Britain.
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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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.
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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