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Facebook Ads Cost Per App Install Benchmarks for Software Development in Australia

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Cost Per App Install for Software Development 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 Software Development in Australia, cost-per-app-install averaged $4.39 over the period, about 60% below the global baseline ($10.92).
  • The selected series was less volatile (average month-to-month move: $2.67) than the global baseline ($6.16).
  • High and low: Australia peaked at $12.23 (Sep 2024) and bottomed at $0.95 (Jun 2025); the baseline peaked at $26.21 (Jun 2025) and bottomed at $1.98 (Sep 2024).
  • From first to last month, Australia fell 77.5% (Sep 2024 to Aug 2025), while the baseline rose 658.6%.
  • Australia was above market in 3 of 12 months (Sep, Oct, Mar) and below market the other 9 months.

What this analysis covers

This analysis looks at cost-per-app-install trends for industry Software Development and target country Australia compared to the global trend. It summarizes monthly medians to benchmark Facebook Ads costs at a country and industry level.

Australia, Software Development: trend overview

  • Averages and distribution:
  • Average: $4.39; median: $3.79.
  • High: $12.23 (Sep 2024); low: $0.95 (Jun 2025); range: $11.29.
  • Direction of travel:
  • From $12.23 (Sep 2024) to $2.75 (Aug 2025): −77.5%.
  • Volatility:
  • Average absolute month-to-month change: $2.67.
  • Largest month-to-month shifts:
  • Down: Sep→Oct −$5.92; Mar→Apr −$4.98; May→Jun −$3.99.
  • Up: Feb→Mar +$2.71; Apr→May +$2.39.
  • Notable spikes/dips:
  • Early spike at series start (Sep 2024) followed by steady normalization through Q4 (down to $1.75 in Dec 2024).
  • A mid-year trough in Jun 2025 ($0.95), then a gradual lift into Jul–Aug.

Global baseline comparison

  • Averages and distribution (same months, Sep 2024–Aug 2025):
  • Average: $10.92; median: $10.90.
  • High: $26.21 (Jun 2025); low: $1.98 (Sep 2024); range: $24.23.
  • Volatility:
  • Average absolute month-to-month change: $6.16, more than double Australia’s.
  • Sharpest moves: May→Jun +$15.78 surge; Jun→Jul −$13.86 drop.
  • Seasonal patterns:
  • Clear Q4 uplift: Nov 2024 spiked to $14.28 (then eased to $8.52 in Dec).
  • A pronounced mid-year high in Jun 2025 ($26.21).

How Australia compares to the global trend

  • Level: Australia’s average cost-per-app-install was about 60% below the global average (in line to below market most months).
  • Across months:
  • Above market: Sep 2024 (+~520% vs global), Oct 2024 (+~2%), Mar 2025 (+~9%).
  • Below market otherwise, often substantially (e.g., Jun 2025 −~96% vs global).
  • Seasonality differences:
  • While the global baseline showed Q4 inflation (especially in November), Australia trended downward through Q4.
  • Mid-year contrast: Australia hit its lowest point in Jun 2025 precisely when the global baseline peaked.

Understanding cost-per-app-install benchmarks on Facebook Ads in industry Software Development 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 Software Development 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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