Facebook Ads Cost Per App Install Benchmarks

Introduction

The global story for Facebook Ads cost per app install (CPI) over the past 13 months reads as a climb from a soft winter to an elevated, steadier finish. All industries worldwide saw CPI bottom out in January, surge to a sharp peak in June, fall back in July, and then settle into the mid-teens through Q4. Across the period, the monthly median CPI averaged about $13.85, ending December 2025 at $17.03—roughly 60% higher than December 2024. Volatility was meaningful, with average month-to-month swings of about $4.10.

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 worldwide compared to the global benchmark.

Section 1: The story in the data

The period opens at $10.62 in December 2024 before sliding to the cycle low of $7.07 in January 2025. From there, CPI rebounded to $11.63 in February, dipped to $8.92 in March, and climbed through spring—$13.51 in April and $12.32 in May—into a dramatic June spike of $23.76, the year’s high. That peak was brief: July reset to $10.79, a 55% month-over-month drop. The back half of the year rebuilt to a higher plateau: $15.98 in August, $16.11 in September, $16.64 in October, $15.66 in November, and $17.03 in December.

• Average CPI (Dec 2024–Dec 2025): $13.85
• High: $23.76 (June), +72% versus the period average
• Low: $7.07 (January), −49% versus the period average
• Range: $16.69, with a 3.36x spread from low to high
• Average monthly absolute change: ~$4.10

Momentum-wise, CPI closed 2025 at $17.03, +141% above the January low. The sharpest shift was the June-to-July correction (−$12.97), while the calmest move came in late Q3 (+$0.13 from August to September).

Section 2: Seasonal and monthly dynamics

Seasonality is visible in four acts:

• Q1 softness: CPI averaged roughly $9.21 from January to March, consistent with post-holiday normalization.
• Q2 surge: A strong ramp culminated in the June spike, lifting Q2’s average to about $16.53.
• Q3 normalization: July’s reset pulled the quarter to ~$14.29 as costs stabilized in the mid-teens.
• Q4 steadiness at elevated levels: October to December averaged ~$16.45, with tight month-to-month moves (generally within about $1.40). Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; here, CPI remained elevated but stable through the holiday period.

H2 averaged ~$15.37, about 19% higher than H1’s ~$12.87, underscoring a higher-cost second half despite the July drop.

Section 3: Country vs. Global

Because this view aggregates all industries across all countries, it represents the global benchmark itself. There is no gap between the selected market and the baseline: month-by-month differences are 0%, and volatility profiles are identical. The pattern—Q1 trough, June spike, mid-year reset, and elevated Q4—defines the Facebook Ads benchmark for CPI worldwide across industries.

Closing

Understanding Facebook Ads cost per app install benchmarks for all industries worldwide—spanning CPI trends, seasonal rhythm, and volatility—helps frame country-specific ad costs and industry ad performance against a clear global baseline. While CPC trends, CPM analysis, and CTR performance often draw attention, this CPI view clarifies how app install costs moved globally from late 2024 through the end of 2025.