Facebook Ads Insights Tool

Facebook Ads Cost Per App Install Benchmarks in South Africa

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

Cost Per App Install in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data, South Africa’s cost per app install is well below the global baseline: average 2.35 vs 9.01, or about 74% lower across overlapping months.
  • The selected series (all industries, South Africa) shows a sharp post-holiday spike, peaking in February 2025 at 7.57 before dropping to 1.26 in March; Q4 levels were exceptionally low.
  • Global benchmarks display classic Q4 pressure with a November peak (14.28), while South Africa diverges from that pattern.
  • Volatility is high in percentage terms in South Africa (+1,286% from November to January; -83% from February to March), but absolute swings are smaller than the global baseline (3.43 vs 6.37 average month‑to‑month change).
  • From first to last observed month, South Africa rose 635% (0.17 in Oct 2024 to 1.26 in Mar 2025), while the global series rose 11%.

This analysis looks at cost per app install trends for all industries and South Africa compared to the global trend. The findings provide directional Facebook Ads benchmarks for marketers.

South Africa: cost per app install trends

  • Average: 2.35; median: 1.26; high: 7.57 (Feb 2025); low: 0.17 (Oct 2024); range: 7.40.
  • Month-to-month movement:
  • Oct → Nov: +7% (0.17 → 0.18)
  • Nov → Jan: +1,286% (0.18 → 2.55)
  • Jan → Feb: +197% (2.55 → 7.57)
  • Feb → Mar: -83% (7.57 → 1.26)
  • Overall change Oct 2024 → Mar 2025: +635%.
  • Notable pattern: minimal Q4 pressure, followed by a pronounced spike in early Q1 and a sharp normalization in March.

Comparison to the global baseline

  • Global averages (over the same months): average 9.01; median 6.87; high 14.28 (Nov 2024); low 6.20 (Oct 2024); range 8.09.
  • Relative level by month (South Africa vs global):
  • Oct: ~97% below (0.17 vs 6.20)
  • Nov: ~99% below (0.18 vs 14.28)
  • Jan: ~60% below (2.55 vs 6.36)
  • Feb: ~33% below (7.57 vs 11.36)
  • Mar: ~82% below (1.26 vs 6.87)
  • Volatility:
  • Average absolute month-to-month change: 3.43 in South Africa vs 6.37 globally.
  • Despite smaller absolute swings, South Africa’s percentage swings were larger due to very low Q4 baselines.

Seasonality signals

  • Global trend reinforces typical Q4 pressure on app install costs, peaking in November.
  • South Africa diverges: costs stayed extremely low in Q4 and surged in January–February, then retreated in March, suggesting post-holiday tightening rather than a Q4 spike.

Scope and method

  • Metric: cost per app install, monthly medians.
  • Industry: all industries; country: South Africa; compared to the global baseline.
  • Comparison aligns overlapping months (Oct 2024–Mar 2025).

Understanding cost per app install benchmarks on Facebook Ads in industry All industries available and South Africa 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting South Africa, 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.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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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