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

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Cost Per App Install for Public Safety in Denmark

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data, this analysis benchmarks Facebook Ads cost-per-app-install for Public Safety in Denmark against the global trend.
  • Public Safety in Denmark is above market for most of H1 2025, averaging 93.89 per install versus the global 12.13. That’s roughly 7.7x higher, with parity emerging only by June.
  • The selected series peaks in March (150.53) and then declines sharply through spring to 26.89 in June, a 73.8% drop from January and an 82% decline from the March high.
  • The global baseline is low and steady early in the year, then jumps in June (26.21), consistent with a mid-year spike; it also showed a Q4 lift in November 2024.

Scope and framing

This analysis looks at cost-per-app-install trends for industry Public Safety in Denmark compared to the global trend. Results summarize monthly medians and focus on averages, highs/lows, volatility, and notable shifts.

Public Safety in Denmark: H1 2025 highlights

  • Average: 93.89 across Jan–Jun.
  • High/low: High at 150.53 (March); low at 26.89 (June). Median across the period is 99.19.
  • Trend: Jan 102.78 → Feb 142.73 (+38.9%) → Mar 150.53 (+5.5%), then a step-down Apr 95.60 (−36.5%), May 44.80 (−53.2%), and Jun 26.89 (−40.0%).
  • First-to-last change: −73.8% from January to June.
  • Volatility: Average absolute month-to-month change of ~34.8%. The steepest decline occurs April to May (−53.2%). In absolute terms, the largest month-over-month drop is March to April (−54.93).

Global baseline comparison (Jan–Jun 2025)

  • Average: 12.13; high at 26.21 (June); low at 6.36 (January).
  • First-to-last change: +312% (January to June).
  • Volatility: Higher relative volatility than Denmark, with an average absolute MoM change of ~69.3%, driven by low starting values and a June spike.
  • Seasonal context from available data:
  • Q4 2024: 6.20 (Oct) → 14.28 (Nov) → 8.52 (Dec), indicating a holiday-period lift in November.
  • H1 2025: A noticeable surge in June to 26.21.

Denmark vs. global: relative positioning

  • Level comparison: Denmark’s Public Safety costs are consistently above market from January through May and essentially in line by June.
  • Multiples vs. baseline by month: Jan ~16.2x; Feb ~12.6x; Mar ~21.9x; Apr ~8.3x; May ~4.3x; Jun ~1.03x.
  • Absolute gap: Denmark averages about 81.8 higher per install than the global benchmark across the period.
  • Pattern contrast:
  • Denmark: Elevated Q1 with a pronounced downward glide through Q2, converging toward the global level by early summer.
  • Global: Lower early-year costs, then a sharp mid-year lift in June; previously, a November pop suggests holiday sensitivity in Q4.

What this means for benchmarking

Across H1 2025, Public Safety in Denmark remains above average versus the global Facebook Ads benchmark for cost-per-app-install, especially in Q1, before aligning closely with the market by June. Seasonality appears as Q1 highs locally followed by Q2 easing, while the global series shows a June spike and a prior November lift.

Understanding COST_PER_APP_INSTALL benchmarks on Facebook Ads in industry Public Safety and Denmark 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 Denmark, 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.

Denmark Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 17Maundy Thursday
Apr 18Good Friday
Apr 20Easter Sunday
Apr 21Easter Monday
May 29Ascension Day
Jun 8Whit Sunday
Jun 9Whit Monday
Dec 25Christmas Day
Dec 26Second Day of Christmas

Key Shopping Season

Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day

Potential Advertising Impact

CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.

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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