See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
February 2025 - February 2026
Detailed observation of presented data
Great Britain’s Cost Per App Install (CPI) told a two-act story: a sharp spring–summer surge that ran well above the global benchmark, followed by an equally pronounced retreat through Q4 and a sudden trough to start 2026. The year opened with comparatively low costs, accelerated into a June high, and then unwound into one of the softest year-ends in the dataset. 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.
Across January 2025 to January 2026, Great Britain’s CPI averaged 27.14, roughly double the 13.58 global average. The period began at 4.81 in January 2025 and ended dramatically lower at 0.34 in January 2026—down 93% end to end, despite the mid-year run-up. The high came in June 2025 at 65.40, while the low arrived in January 2026 (0.34). That creates a 65-point range, versus a far tighter 16.7-point range globally (June peak: 23.76; January 2025 low: 7.10).
Volatility was the defining feature. Month-to-month swing in Great Britain averaged about 17.95 points, roughly four times the global change of 4.50. Key inflection points included a leap from February to March (+46 points), a correction in May (−32), a fresh surge into June (+47), and a fast descent into October (−22). In total, Great Britain ran above the global benchmark in eight of the thirteen months and below it in five, flipping direction as the year progressed.
Seasonality took a distinctive shape. Early Q1 (January–February) was relatively soft, then costs accelerated sharply in March and held elevated levels through July. June marked the apex of the year, aligning with the global pattern of Q2 intensity but at a far greater magnitude. From August onward, CPI eased: a step-down in late summer, a deeper drop in September–October, and a floor in November before a modest December rebound and a striking low in January 2026.
Typical market dynamics—where competition and budgets often lift costs through Q4—were muted in Great Britain. Instead, the steepest pressures clustered in spring and early summer, while autumn brought sustained relief. December showed a mild seasonal uptick to 13.94, but the market reset quickly in January 2026.
Relative to Facebook Ads benchmarks worldwide, Great Britain’s CPI oscillated between extreme premiums and notable discounts. March ran about six times the global median (54.51 vs. 8.92). June was nearly 2.8x global (65.40 vs. 23.76), and July hovered around 5x (53.88 vs. 10.77). By contrast, October was 63% below global (6.01 vs. 16.39), November 66% below (4.90 vs. 14.57), and January 2026 98% below (0.34 vs. 15.39).
Quarterly rhythm underscores the split: Q2 in Great Britain averaged 44.9 versus 16.5 globally (+172%), while Q4 averaged 8.28 versus 13.80 globally (−40%). The global trend climbed from January 2025 to January 2026 (+117%), while Great Britain ended the period far lower, reflecting a choppy, high-amplitude cycle.
While CPC trends, CPM analysis, and CTR performance often follow their own arcs, this view isolates Cost Per App Install to benchmark country-specific ad costs across all industries.
Understanding Facebook Ads benchmarks for Cost Per App Install across all industries in Great Britain highlights a market that spiked well above global levels in spring and summer before easing sharply into Q4 and an early-2026 trough. This country-specific CPI view helps marketers compare industry ad performance in Great Britain against the steadier global pattern.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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