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Facebook Ads Cost Per App Install Benchmarks in Australia

See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform

Cost Per App Install in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-app-install benchmarks — Australia vs global

This analysis looks at cost-per-app-install trends for industry All industries available and target country Australia 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

  • Australia sits below market overall: average cost-per-app-install (CPI) is 7.54 versus the global 10.37, about 27% lower across the same months.
  • Volatility is materially lower in Australia (average month-to-month change of 40%) than globally (84%).
  • Highs and lows: Australia peaked at 12.49 in October 2024 and bottomed at 3.70 in November 2024; the global baseline ranged from 1.98 (September 2024) to 26.21 (June 2025).
  • From the first to last observed month, Australia rose 61% (6.93 in September 2024 to 11.17 in June 2025), while the global baseline surged much more (+1,224%).
  • Seasonality: Australia shows an October spike, a dip in November–December, steadying through Q1, softening in May, and a June rebound. The global trend displays a very pronounced June surge.

Australia’s cost-per-app-install trend

  • Average: 7.54 across Sep 2024–Jun 2025 (median monthly values).
  • High/low: 12.49 (Oct 2024) and 3.70 (Nov 2024), a range of 8.79.
  • Trend shape:
  • Sharp rise into October (+80% month over month), then a deep pullback in November (−70%) and a flat December (+0.4%).
  • Gradual rebuild in Q1 2025: +63% in January, +11% in February, +31% in March; modest +5% in April.
  • May softening (−30%), followed by a strong June rebound (+72%) to 11.17.
  • Average month-to-month absolute change:
  • Percent: 40%.
  • Value: 3.05.

Q4 snapshot (Oct–Dec 2024): average CPI of 6.64 with a distinct October spike and lower costs in November–December.

Australia vs. the global baseline

  • Baseline average (same months): 10.37; high/low 26.21 (Jun 2025) and 1.98 (Sep 2024), range 24.23.
  • Volatility: baseline swings are larger—average absolute month-to-month change of 84% (5.69 in value terms).
  • Relative positioning by month:
  • Above market: September (+252%), October (+102%), March (+28%).
  • Near or below market: seven of ten months were below; the largest gaps in Australia’s favor were November (−74%), December (−56%), and June (−57%).
  • Seasonal contrast: the global baseline shows an exceptionally strong June surge (26.21), whereas Australia also rises in June but much less dramatically (11.17), indicating milder late-Q2 upward pressure for app installs.

Seasonal patterns and notable moves

  • Q4: Australia spiked in October before dipping in November–December, suggesting advertising pressure peaked early in the quarter for app installs.
  • Q1: Re-acceleration into March, in line with broader reactivation cycles after the holidays.
  • Q2: A brief May downtick followed by a June rebound; globally, June was the most expensive month by a wide margin.

Understanding cost-per-app-install benchmarks on Facebook Ads in industry All industries available and Australia 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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.

Australia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 27Australia Day (observed)
Apr 18‑21Easter weekend
Apr 25Anzac Day
Jun 9King's Birthday
Oct 6Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)

Potential Advertising Impact

Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.

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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