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Facebook Ads Cost Per App Install Benchmarks for Textiles in South Africa

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Cost Per App Install for Textiles in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per app install trends

This analysis looks at cost per app install trends for industry Textiles and target country South Africa compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Main takeaways

  • Data availability: no observations were available for Textiles in South Africa during the period, so direct in-market statistics and comparisons are not possible. The global baseline serves as a directional proxy.
  • Global levels: the global median cost per app install averaged 11.85 across the period (median 11.36), with a high of 26.21 in June 2025 and a low of 1.98 in September 2024.
  • Volatility: month‑to‑month absolute changes averaged about 74%, indicating a highly dynamic marketplace.
  • Seasonality: costs rose into November (Q4), softened in December–January, spiked sharply in June, and climbed again in September—consistent with holiday and major sales season patterns.
  • Trend over time: from the first month to the last, baseline costs increased by roughly 1,061%, driven by a very low starting point and subsequent mid‑year and late‑Q3 surges.

What was analyzed

  • Metric: cost per app install
  • Selected segment: Textiles in South Africa (no monthly data points available for the period)
  • Baseline: global monthly medians from September 2024 through September 2025

Global baseline benchmarks (directional)

  • Average level: 11.85; median: 11.36
  • High: 26.21 (June 2025)
  • Low: 1.98 (September 2024)
  • First-to-last change: 1.98 → 22.99 (+~1,061%)
  • Range: 24.23 between the highest and lowest months
  • Volatility: average absolute month‑over‑month percentage movement ~74%

Notable monthly movements:

  • Q4 pattern: 6.20 in October → 14.28 in November (+131%), then a pullback to 8.52 in December (−40% vs. November).
  • Early Q1 softness: 6.36 in January (−25% vs. December).
  • Spring rebounds: 11.36 in February (+79%), 11.51 in April (+68% vs. March).
  • Mid‑year spike: 26.21 in June (+151% vs. May), followed by a July correction to 12.35 (−53%).
  • Late‑Q3 climb: 15.00 in August → 22.99 in September (+53%).

Comparison to Textiles in South Africa

  • Due to the absence of selected data points for Textiles in South Africa, we cannot determine whether costs are above market, below average, or in line with overall trends.
  • The global baseline suggests a market characterized by pronounced seasonality (Q4 uplift, mid‑year peaks) and high month‑to‑month variability.

Seasonal context for marketers

  • The baseline shows costs typically increase in Q4 around holiday periods, soften in early Q1, and can spike mid‑year and again in late Q3. These patterns indicate periods when acquisition becomes more expensive relative to the rest of the year in the global dataset.

Understanding cost per app install benchmarks on Facebook Ads in industry Textiles 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. In the Textiles industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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