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Facebook Ads Cost Per App Install Benchmarks for Gaming in South Africa

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Cost Per App Install for Gaming in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per app install trends

This analysis looks at cost per app install trends for industry Gaming and target country South Africa 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

  • Overall level: South Africa’s Gaming cost per app install averaged 10.78 across the observed months, slightly above the aligned global baseline average of 9.55 due to a single January spike; outside of January, levels were well below market.
  • Relative positioning: Below market in October (−97%) and November (−99%), sharply above market in January (+513%), then back below market in February (−67%).
  • Volatility: Extremely high in South Africa driven by January’s surge and a 90% drop into February; the global series shows steadier month-to-month movement.
  • Seasonality: The global baseline shows typical Q4 inflation (strong November) followed by a January reset; South Africa did not mirror that pattern, with costs staying low in Oct–Nov and peaking in January.

South Africa Gaming overview (cost per app install)

  • Average: 10.78; median: 2.00 (skewed by January).
  • High: 38.96 in January 2025; low: 0.17 in October 2024.
  • Range: 38.79 across the period.
  • First-to-last change: From 0.17 (Oct) to 3.81 (Feb), up approximately 2,129%.
  • Month-to-month moves:
  • Oct → Nov: +7.6% (0.17 → 0.18)
  • Nov → Jan: +~21,000% (0.18 → 38.96), a notable spike
  • Jan → Feb: −90.2% (38.96 → 3.81), a sharp correction
  • Notable spikes/dips: A dramatic January spike is the defining feature, followed by a steep pullback in February.

Comparison with the global baseline

  • Aligned-baseline average (Oct, Nov, Jan, Feb): 9.55; median: 8.86.
  • High/low: High 14.28 (November 2024); low 6.20 (October 2024).
  • First-to-last change: 6.20 (Oct) → 11.36 (Feb), up ~83%.
  • Month-to-month moves:
  • Oct → Nov: +131% (Q4 cost inflation)
  • Nov → Jan: −55% (post-holiday reset)
  • Jan → Feb: +79% (rebound)
  • Relative positioning by month (South Africa vs. baseline):
  • October: 0.17 vs. 6.20 (−97% below market)
  • November: 0.18 vs. 14.28 (−98.7% below market)
  • January: 38.96 vs. 6.36 (+513% above market)
  • February: 3.81 vs. 11.36 (−66.5% below market)

Seasonality and volatility

  • Global context: Facebook Ads benchmarks for cost per app install typically rise into Q4 (holiday demand) and ease in January; the baseline here conforms to that pattern.
  • South Africa Gaming: Costs did not elevate in Q4; instead, the major increase concentrated in January, diverging from global seasonality. The magnitude of the January spike and subsequent February drop indicates substantially higher short-term volatility than the global trend.

Understanding cost per app install benchmarks on Facebook Ads in industry Gaming and South Africa 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 Gaming industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting South Africa, 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.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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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