Compare mobile acquisition cost benchmarks by industry, region, and platform.
October 2025 - September 2026
Benchmark observations based on the selected 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.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPI values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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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 may increase around early May and late August bank holidays as people travel or browse retail. Black Friday/Cyber Monday may raise retail CPMs in fashion, electronics, and online shopping. Late December typically has peak CPMs, so e-commerce budgets may need an earlier 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 that show app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals can lower CPI.
Optimizing for installs increases volume. Optimizing for actions such as signups or purchases brings higher-quality users. Choose based on your goals and the importance of post-install behavior.
Align creative with the app experience, avoid misleading ads, and exclude people who already installed. Test lookalike audiences based on high-quality users rather than all installers.
Compare cost benchmarks for Facebook advertising metrics.
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App install cost benchmarks