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June 2025 - June 2026
Detailed observation of presented data
The headline: South Africa’s Cost Per App Install (CPI) for all industries sat far below the global median across the observed months, showing a sharp mid-year lift between July and September 2025 but remaining materially lower than the worldwide benchmark. 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.
South Africa’s sampled CPI starts at $1.07 in July 2025 and finishes at $3.18 in September 2025 — an average of roughly $2.13 across the two months provided. The low point was $1.07 (July); the high was $3.18 (September), representing a month-to-month lift of about $2.10 in absolute terms, or a near +196% relative increase. Volatility for the South Africa series (two-point sample) is notable in relative terms: standard deviation ≈ $1.05, which is roughly 49% of the two-month mean.
The global baseline (June 2025–June 2026) tells a different scale story. Median monthly CPI across the baseline months averages about $15.54. Baseline highs and lows are pronounced: the peak is $30.13 in February 2026 and the trough is $9.35 in December 2025 — a roughly 3.2x spread between the lowest and highest global median values. Baseline monthly standard deviation is about $5.12 (≈33% of the global mean), underscoring sizable nominal swings at the global level.
Globally, the baseline trace shows a mix of softer and stronger months. Late-year softness is visible in December 2025 (median $9.35), followed by a strong spike in February 2026 ($30.13), then a moderation across spring months. The baseline rhythm suggests episodic competition-driven peaks and troughs rather than a smooth trend. South Africa’s two-month slice shows a mid-year lift into September; with only July and September available, that lift appears sharp rather than gradual.
Viewed relatively, South Africa’s CPIs were markedly below global medians. In July 2025 South Africa’s $1.07 level was about 11% of the global July median ($9.95) — roughly 89% lower. By September 2025 the gap narrowed slightly in relative terms: $3.18 vs. a global September median of $15.66, so South Africa sat around 20% of the global CPI (about 80% lower). Across the sample, South Africa’s absolute volatility was smaller than the baseline’s nominal swings, but proportionally it was more volatile — a small-dollar series with nearly 200% month-to-month move versus a global series that moved in double-digit dollars but with a lower relative percent swing.
Understanding these patterns provides context for Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance discussions and broader country-specific ad costs and industry ad performance comparisons for All industries in South Africa.
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