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July 2025 - July 2026
Detailed observation of presented data
South Africa’s cost-per-app-install sits well below the global baseline but shows a sharp short-term lift: median CPI for All industries in South Africa rose from about 1.07 in July 2025 to 3.18 in September 2025. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for All industries in South Africa compared to the global benchmark.
Over the observed months, South Africa’s two-point series averaged roughly 2.13 per install, starting at 1.07 (2025-07) and finishing at 3.18 (2025-09). The low of the period was 1.07 and the high 3.18 — an absolute move of about 2.10 and a near-tripling in cost (+196% between the two months). By contrast the global (baseline) median across June 2025–June 2026 averaged about 15.55 per install, with values ranging from a low of 9.34 (Dec 2025) to a high of 30.13 (Feb 2026). The baseline mean and spread show materially larger nominal costs but also sizable month-to-month swings.
The global baseline shows a rhythm: a mid-year dip (June→July 2025 dropped from ~18.36 to ~9.95), a softening in late Q4 (December at ~9.34), and a prominent spike in early Q1 (February 2026 peaked at ~30.13) followed by a correction in March. Month-to-month absolute changes on the baseline averaged about 5.5 units, with the most pronounced swings occurring Jan→Feb (+17.3) and Feb→Mar (−13.6). South Africa’s short series is concentrated in mid-to-late 2025 and reveals an intense short-run move upward through late summer/early autumn — a pattern of rapid lift rather than the larger nominal swings seen in the global set.
Measured against the baseline, South Africa’s costs were markedly below market levels: the two-month average (~2.13) was roughly 86% lower than the global average (~15.55). Looking month-by-month, July 2025 in South Africa (~1.07) was about 89% below the global July median (~9.95); by September 2025 the gap narrowed to roughly 80% below the global September median (~15.66). In relative terms South Africa’s series was more abrupt (a +196% jump across the observed window) while the global sequence showed bigger nominal volatility but with large percentage moves concentrated around Feb–Mar 2026 (+135% then −45%).
This snapshot contrasts cost-per-app-install dynamics for All industries in South Africa with global CPM and CPI behavior, highlighting pronounced relative affordability and short-window volatility. Understanding Facebook Ads cost-per-app-install benchmarks, CPC trends, CPM analysis and CTR performance context for All industries in South Africa helps frame country-specific ad costs and broader industry ad performance comparisons.
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.
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.
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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Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)
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.
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.
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.
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.
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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app