Facebook Ads Cost Per App Install Benchmarks in United Kingdom

Introduction

Great Britain’s Cost Per App Install (CPI) tells a year of two speeds: quiet at the bookends and exceptionally expensive through spring and summer. Compared to the global Facebook Ads benchmarks, Great Britain spent most of the year above market, with sharp surges in March–July and a pronounced peak in June. Yet the year begins and ends at unusually low levels, creating a headline contrast: high mid-year intensity wrapped by low-cost months. 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 story in the data

Across November 2024 to October 2025, Great Britain’s CPI averaged about 31.3, nearly double the global average of 15.1. The period opened at 3.38 in November, spiked to 40.42 in December, retreated to 4.81 in January, and then vaulted to 54.51 in March. The peak arrived in June at 65.40 before easing to 53.88 in July and 43.13 in August, landing at 28.07 in September and 3.55 in October.

High and low points show the spread: the troughs in November (3.38) and October (3.55) contrasted with the June high (65.40), a 19x swing and a 62-point range. The most abrupt moves came in back-to-back months—November to December (+11.9x), December to January (−91%), and February to March (+6.2x). Average month-to-month movement was about 24 points, almost four times more volatile than the global benchmark’s 6-point average.

Seasonal and monthly dynamics

The year divides cleanly:

• Q4 split: a low-cost November gives way to a high December, suggesting late-quarter auction pressure without a sustained Q4 build.
• Q1 softness: January and February remain subdued, consistent with typical post-holiday cooling, before a sharp March escalation.
• A high-cost core: April through August holds elevated CPIs, with June marking the annual high and July–August staying well above the yearly average.
• Early Q4 reset: CPI falls back to near the floor by October, erasing much of the mid-year inflation.

In short, performance costs intensify from March through August, while the shoulders—January–February and October—are markedly softer.

Country vs. Global

Great Britain’s CPI outpaced the global benchmark in 8 of 12 months. The standout divergence ran March to July:

• March: 54.51 in Great Britain vs. 8.83 globally (+518%).
• April: 50.69 vs. 12.59 (+303%).
• June: 65.40 vs. 27.90 (+134%).
• July: 53.88 vs. 12.69 (+324%).

By contrast, Great Britain sat far below global levels in November (−79%) and October (−82%), and modestly below in January (−33%) and February (−30%). The narrowest gap occurred in September, with Great Britain 20% above global (28.07 vs. 23.31). End-to-end, the global trend rose about 21% from November to October, while Great Britain finished roughly where it started—flat at the endpoints but far choppier through the middle.

Closing

Overall, Facebook Ads benchmarks for Cost Per App Install show that all industries in Great Britain experienced a low-cost start and finish, with a pronounced, high-volatility surge from March through August that ran well above global levels. Understanding CPI trends and country-specific ad costs in Great Britain helps benchmark industry ad performance and compare it to global patterns alongside broader CPC trends, CPM analysis, and CTR performance.