Facebook Ads Cost Per App Install Benchmarks for Marketing & Advertising in South Africa for Traffic Campaigns

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Marketing & Advertising 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. Traffic campaigns typically focus on driving visitors to your website at a generally lower cost per click, but with less focus on quality. 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.