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Facebook Ads Cost Per App Install Benchmarks for Wine and Spirits in Germany

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Cost Per App Install for Wine and Spirits in Germany

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per app install for Wine and Spirits in Germany

This analysis looks at cost per app install trends for industry Wine and Spirits and target country Germany compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • No in-market data was available for Wine and Spirits in Germany in the provided period, so we cannot quantify local averages or rank Germany “above market” or “below average.”
  • The global baseline shows a clear rise over the year, with pronounced spikes in early summer and late Q3, and a short-lived surge in November.
  • Volatility in the global trend is high, with average month-to-month swings of about $6.31.

About the data

  • Metric: cost per app install (median by month)
  • Period: Sep 2024 to Sep 2025
  • Selection: Industry = Wine and Spirits; Country = Germany (no selected_data records provided)
  • Baseline: Global/all industries and countries

Selected data (Germany, Wine and Spirits)

  • Data availability: No monthly values were provided for this selection. As a result, we cannot report local averages, highs/lows, or month-to-month changes, and we cannot establish relative positioning versus the market.

Global baseline overview

  • Average (mean): $11.85
  • Median: $11.36
  • Low: $1.98 (Sep 2024)
  • High: $26.21 (Jun 2025)
  • Change from first to last month: $1.98 → $22.99 (+$21.01; +~1060%)
  • Volatility: average absolute month-to-month change ≈ $6.31

Notable moves:

  • Oct → Nov 2024: +131% (from $6.20 to $14.28), followed by a -40% pullback in December ($8.52).
  • May → Jun 2025: +151% surge (from $10.43 to $26.21), then a sharp -53% correction in July ($12.35).
  • Aug → Sep 2025: +53% rise (from $15.00 to $22.99).

Seasonal patterns

  • Q4: Costs typically rise into November, reflecting holiday competition, then ease in December.
  • Summer: Elevated costs in June (peak) and sustained strength into late Q3/September suggest increased competition and higher app-install prices in mid-to-late summer.

Comparison to the global baseline

  • Because no Germany/Wine and Spirits data points are available, we cannot place Germany “above market,” “below average,” or “in line with overall trends.”
  • The global benchmark indicates marketers should expect substantial seasonal fluctuations, especially around November and mid-year, with an overall higher pricing environment by late Q3.

Data coverage note

  • All figures above reflect the global baseline because the selected_data series for Wine and Spirits in Germany is empty for the analyzed months.

Understanding COST_PER_APP_INSTALL benchmarks on Facebook Ads in industry Wine and Spirits and Germany helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Wine and Spirits industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Germany, advertisers should consider local market factors and user behavior. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Germany Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 9Whit Monday
Oct 3German Unity Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)

Potential Advertising Impact

Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.

What's a good CPI for iOS vs Android in 2025?

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.

Why is my app install cost higher in some countries?

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.

What creatives drive the lowest CPI on Facebook?

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.

Should I optimize for installs or in-app actions?

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.

How do I lower CPI without tanking app retention or quality?

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.

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