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Facebook Ads Cost Per App Install Benchmarks for Hardware and Networking in South Africa

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Cost Per App Install for Hardware and Networking in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-app-install (CPI) trends for industry Hardware and Networking 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.
  • No selected-data points were available for Hardware and Networking in South Africa during the period, so relative positioning versus the global benchmark (above/below market) cannot be determined.
  • Globally, CPI averaged 12.67 over the last 12 months, with a low in October 2024 (6.20) and a high in June 2025 (26.21). Costs rose 271% from October 2024 to September 2025.
  • Volatility was meaningful: the average month-to-month move was about 6.50, with the largest jump from May to June (+15.78) and the steepest drop from June to July (−13.86).
  • Seasonal patterns were visible: a Q4 rise (notably November), mid-year spike in June, and a late-Q3 ramp into September.

Scope and framing

This report summarizes Facebook Ads benchmarks for cost-per-app-install for Hardware and Networking in South Africa compared to the global baseline. Because the selected_data series is empty, the benchmarks below reflect the global baseline only.

Selected data overview: Hardware and Networking in South Africa

  • No monthly data points were reported for the selected segment. As a result, averages, highs/lows, and volatility cannot be computed for South Africa during this period.

Global baseline overview

  • Average CPI: 12.67 across the last 12 months.
  • High and low:
  • Highest month: June 2025 at 26.21.
  • Lowest month: October 2024 at 6.20.
  • Direction over time:
  • First vs. last month: from 6.20 (Oct 2024) to 22.99 (Sep 2025), a +271% increase.
  • Volatility:
  • Average month-to-month absolute change: ~6.50.
  • Largest month-to-month rise: +15.78 from May to June 2025.
  • Largest month-to-month drop: −13.86 from June to July 2025.
  • Notable spikes and dips:
  • November 2024 rose sharply to 14.28 before easing in December (8.52) and January (6.36).
  • Rebounds in February (11.36) and April (11.51) punctuated by dips in March (6.87) and May (10.43).
  • Pronounced spike in June (26.21), followed by a correction in July (12.35) and a late-Q3 climb into September (22.99).

Seasonality and pacing

  • Q4 pattern: Costs typically increase around holiday periods; in this baseline, November outperformed October and December.
  • Mid-year activity: A strong June peak stands out, followed by normalization in July and a gradual climb into late Q3/early Q4.

Comparison to the global baseline

  • With no South Africa data points for Hardware and Networking, we cannot label the market as above, below, or in line with overall trends.
  • The global baseline values serve as directional reference points for typical CPI levels and seasonality.

Understanding cost-per-app-install benchmarks on Facebook Ads in industry Hardware and Networking 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 Hardware and Networking 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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