See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
July 2025 - July 2026
Detailed observation of presented data
Great Britain showed a jagged, high-cost profile for Cost Per App Install across the 13-month window, generally running well above the global baseline and punctuated by sharp spikes and deep troughs. 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.
The GB median cost per app install began at a peak of 65.40 in June 2025 and finished much lower at 13.33 in June 2026 — a rough fall of about 80% from start to finish. Across the period GB averaged about 32.8 per install, versus a global median of roughly 15.6 — approximately double (+111%) the baseline average.
Highs and lows were dramatic: the highest monthly median was 65.4 (June 2025); the lowest was 6.04 (November 2025). Notable intermediate peaks occurred in July/August 2025 (53.9 / 62.8), February 2026 (59.9), and April 2026 (50.3). Key dips included October–November 2025 (9.41 down to 6.04) and March–June 2026 where values slid and rebounded (15.8 → 50.3 → 30.3 → 13.3). Month-to-month absolute movement averaged about 20.5 points in Great Britain, reflecting pronounced swings in monthly cost.
The sequence shows a summer of elevated costs (June–August 2025), followed by a steep autumn trough (October–November), then strong winter volatility with a winter-to-early-spring spike (February 2026) and another spring rise (April 2026). The pattern reads like alternating surges and pullbacks rather than a smooth seasonality: strong competition or changing bid dynamics appear to drive concentrated windows of high install cost interspersed with short periods of unusually low median costs.
Typical seasonal beats (summer peaks, Q4 competition) are visible in truncated form here, but the rhythm is more punctuated than gradual — months of very high cost are followed by rapid declines and occasional rebounds.
Relative to the global benchmark, Great Britain was mostly above average: in 9 of 13 months GB exceeded the baseline. The gap was extreme in mid-2025 — July and August saw GB medians more than 4x the global level — and narrower by mid-2026 (June 2026 was about 12% above the global median). Overall volatility in Great Britain was roughly 3.7x the baseline’s monthly variability (avg. absolute monthly change ~20.5 vs ~5.6 for global), making GB noticeably more volatile. At its narrowest, GB trailed global levels in a few months (October–November 2025 and March 2026); at its widest, GB was several hundred percent above the baseline in summer 2025.
Understanding Cost Per App Install benchmarks for All industries in Great Britain, and how they diverge from the global pattern, helps frame country-specific ad costs and industry ad performance when looking at Facebook Ads benchmarks, CPC trends, CPM analysis, and broader CTR performance conversations.
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