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

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Cost Per App Install for Software Development in Denmark

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Cost per app install for Software Development campaigns in Denmark sits well below the global baseline overall—about 78% lower on average across overlapping months.
  • A sharp seasonal spike appears in December for Denmark, briefly pushing costs above the global level; otherwise, costs remain consistently below market.
  • Volatility is elevated due to the December surge; excluding that outlier, month-to-month changes are broadly in line with the global trend.

What this analysis covers

This analysis looks at cost per app install trends for industry Software Development and target country Denmark compared to the global trend. We review monthly medians, highlighting averages, highs, lows, month-to-month movement, and seasonal patterns.

Selected trend overview

  • Average across available months: 2.14
  • Lowest month: 0.48 (Sep 2024)
  • Highest month: 10.10 (Dec 2024)
  • Change from first to last month: +279% (0.48 in Sep 2024 to 1.81 in Aug 2025)
  • Volatility:
  • Average absolute month-to-month move: ~250% (skewed by December)
  • Median month-to-month move: ~70%
  • Excluding December, average month-to-month move: ~56%

Notable movements:

  • A pronounced spike in December (10.10) follows a relatively low November (0.48), and costs normalize in Q1 2025 (2.23–2.46) before dipping in April (0.71) and gradually rising into August (1.81).

Comparison with the global baseline

Using the same months for comparison (Sep 2024–May 2025, Jul–Aug 2025):

  • Global average: 9.53 vs. Denmark at 2.14 (about 4.5x lower in Denmark)
  • Global low/high (over the full baseline window): 1.98 (Sep 2024) to 26.21 (Jun 2025); within the overlapping months, the peak is 15.00 (Aug 2025)
  • Global change from Sep 2024 to Aug 2025: +658%

Relative positioning by month:

  • Denmark is below the global baseline in 10 of 11 overlapping months.
  • December is the exception: Denmark is ~18% above the global level (10.10 vs. 8.52).

Volatility comparison:

  • Global median month-to-month move (overlapping months): ~40%
  • Denmark median: ~70% (driven by a sharper seasonal swing in Q4)
  • Excluding Denmark’s December outlier, volatility narrows and is closer to the global pattern.

Seasonality and patterns

  • Q4 effect: Denmark shows a distinct December spike, consistent with higher holiday demand. The global series also elevates in Q4 (notably November), though it eases in December.
  • Mid-year pressure is stronger in the global trend (peaking in June), while Denmark’s costs remain muted through spring, hitting a local low in April and rising into late summer.

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