Facebook Ads Insights Tool

Facebook Ads Cost Per App Install Benchmarks for Marketplaces in Australia

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

Cost Per App Install for Marketplaces in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • For cost-per-app-install in Marketplaces targeting Australia, the selected segment averaged 7.28 across Dec 2024–Aug 2025—about 40% below the global baseline average of 12.07 for the same months.
  • 8 of 9 months were below the global trend; March 2025 was the only month above market (+20% vs baseline).
  • Volatility was moderate: average month-to-month absolute change was 28% in the selected data vs 56% in the baseline.
  • Seasonal pattern: steady run-up into mid-year, peaking in June, followed by a pullback in July–August; the global baseline showed a much sharper June spike.

Overview

This analysis looks at cost-per-app-install trends for industry Marketplaces and target country Australia compared to the global trend. We summarize monthly medians and compare them with the global baseline to understand level, movement, and seasonality.

Selected segment trends (Marketplaces, Australia)

  • Period covered: December 2024 to August 2025 (9 months).
  • Average: 7.28
  • High/low: High at 11.04 (June 2025); low at 3.19 (December 2024).
  • First-to-last change: +132% (3.19 in Dec 2024 to 7.41 in Aug 2025).
  • Notable moves:
  • Largest MoM surge: +89% from February to March (4.37 to 8.27).
  • Second-largest rise: +44% from April to May (7.04 to 10.14).
  • Largest MoM decline: −27% from July to August (10.17 to 7.41).
  • Volatility:
  • Average month-to-month absolute percent change: 28%.
  • Average absolute month-to-month change in level: ~1.74.

Comparison to the global baseline

  • Comparison window: Dec 2024–Aug 2025 (for apples-to-apples coverage).
  • Baseline average: 12.07 (vs 7.28 in the selected data), putting Australia Marketplaces about 40% below market on average.
  • Monthly positioning:
  • Below market in 8 of 9 months; closest to global in May (2.8% below).
  • Above market only in March (+20% vs baseline).
  • Baseline highs/lows:
  • High at 26.21 (June 2025) with a +151% MoM spike from May—far sharper than the selected segment’s June lift.
  • Low at 6.36 (January 2025).
  • Baseline first-to-last change: +76% (8.52 in Dec 2024 to 15.00 in Aug 2025).
  • Volatility comparison:
  • Baseline average MoM absolute change: 56% (vs 28% in the selected data), driven by a pronounced June surge.

Seasonality and pattern read

  • Both series rise into mid-year, peaking in June. The selected segment shows a more measured climb and a pullback into late Q3 (July–August).
  • The global trend exhibits stronger seasonal pressure, especially a steep June peak, while Australia’s Marketplaces segment remains more stable and consistently below the global level.

Understanding cost-per-app-install benchmarks on Facebook Ads in industry Marketplaces 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. In the Marketplaces industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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