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Facebook Ads Cost Per App Install Benchmarks for Public Safety in Australia

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Cost Per App Install for Public Safety in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per app install in Public Safety, Australia

This analysis looks at cost per app install trends for industry Public Safety 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

  • Public Safety in Australia ran above market across all overlapping months, averaging 18.92 versus the global 8.47 (+123%).
  • Clear Q4 pattern: costs climbed from September into October/November, then eased in December; February showed a sharp post-holiday spike.
  • Volatility was high: average absolute month‑to‑month change was about 102% for Australia, in line with the global baseline (~104%).
  • First-to-last move was steep: Australia rose roughly +591% from September to February; the global baseline rose about +474% over the same window.

Selected data overview (Public Safety, Australia)

  • Average across available months (Sep 2024–Feb 2025): 18.92.
  • High: 45.23 in February 2025; Low: 6.54 in September 2024 (range: 38.69).
  • Month-to-month shifts:
  • Sep → Oct: +133% (6.54 → 15.24)
  • Oct → Nov: −1.8% (15.24 → 14.97)
  • Nov → Dec: −15.8% (14.97 → 12.61)
  • Dec → Feb: +259% (12.61 → 45.23)
  • Overall change from first to last observed month: +591%.
  • Seasonality: costs rose into October/November and cooled in December, consistent with typical Q4 dynamics where competition increases around holiday periods.

Comparison to the global baseline

  • Average level: 18.92 (Australia) vs 8.47 (global) across the same months—Australia was above market.
  • High/low comparison:
  • Global high in the shared window: 14.28 (Nov 2024); low: 1.98 (Sep 2024).
  • Australia’s peak (45.23 in Feb) sat +298% above the global February level (11.36).
  • Relative positioning by month:
  • Sep: 6.54 vs 1.98 (+231% above market)
  • Oct: 15.24 vs 6.20 (+146%)
  • Nov: 14.97 vs 14.28 (+4.8%)
  • Dec: 12.61 vs 8.52 (+48%)
  • Feb: 45.23 vs 11.36 (+298%)
  • Volatility: average absolute month-to-month percent change was ~102% for Australia vs ~104% globally, indicating similarly choppy dynamics. The global series also shows a pronounced January dip to 6.36 before rebounding in February to 11.36.

Seasonal context

  • Both series show the characteristic Q4 lift: rising into October/November and easing in December.
  • The global baseline’s January pullback underscores typical post‑holiday softness; Australia’s February surge stands out well above global levels during the same period.

Understanding cost per app install benchmarks on Facebook Ads in industry Public Safety 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 Public Safety 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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