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
Cost per app install (CPI) for all industries in Great Britain ran materially higher and far more erratic than the global Facebook Ads benchmarks over the past 13 months. The market swung from early‑year troughs to sharp mid‑year lifts and an extreme spike in November 2025, tracing a pattern that amplifies typical seasonality. While broader CPC trends, CTR performance, and CPM analysis often point to Q4 pressure, Great Britain’s CPI trend magnified those forces.
“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’s CPI opened at 60.97 in November 2024, eased to 52.22 in December, then collapsed to 4.81 in January 2025 (−91% month over month). A modest February lift to 8.79 was followed by a March surge to 54.51 (+520%). The market stayed elevated in April (50.69), dropped in May (18.71), then spiked again in June to 65.40. Through summer, CPI cooled—53.88 in July to 43.13 in August and 28.07 in September—before a sharp October low of 6.39 and a dramatic November 2025 peak at 171.09, nearly 27x the prior month.
Across the period, Great Britain averaged 47.6, ranging from a low of 4.81 (January) to a high of 171.09 (November 2025). Volatility averaged 34.3 points in absolute month‑to‑month movement, with the largest single jump in November 2025 (+165 points versus October). From start to finish, CPI climbed roughly 181%.
The pattern shows a pronounced Q4 premium bookending the year: high levels in November–December 2024, an October dip, then an outsized November 2025 spike. Early Q1 was soft (January–February troughs) before a March rebound, a familiar rhythm for app installs as engagement and competition reset after the holidays. Mid‑year oscillations were notable: a May pullback was followed by a June peak, with a gradual step‑down through late summer.
Compared to the global benchmark, Great Britain’s all‑industry CPI averaged about 47.6 versus 15.9 globally—roughly 3x higher (+199%) and notably more volatile (average monthly swing of 34.3 points vs. 6.3 globally, about 5.5x). The global series was comparatively steady, ranging from 7.22 (January) to 27.90 (June), with a mild mid‑year lift and a modest Q4 repricing.
Great Britain sat above the global level in 10 of 13 months. The narrowest positive gap landed in September (+24% vs. global), while the widest appeared in November 2025 at nearly 10x the global median. There were three below‑benchmark moments: January (−33%), February (−32%), and October (−69%), each aligning with the local troughs.
These Facebook Ads benchmarks highlight how cost per app install for all industries in Great Britain tracked well above country‑agnostic averages and moved more sharply month to month. Understanding this CPI trendline—set against global industry ad performance and country‑specific ad costs—helps contextualize how installs are priced in Great Britain relative to broader market 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 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