See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
January 2025 - January 2026
Detailed observation of presented data
SaaS & Cloud Platforms saw a year of comparatively low and steady cost per app install, tracking well below the global benchmark while moving through a clear mid‑year lift and a quick reset in early Q3. The series peaked in June, dipped sharply in July, and eased into year‑end—delivering lower volatility than the broader market. 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 SaaS & Cloud Platforms across all countries compared to the global benchmark.
Cost per app install (CPI) for SaaS & Cloud Platforms opened at $4.90 in January and closed at $4.42 in December, a 10% decline across the year. The category averaged $5.45, with a high at $7.25 in June and a low at $3.96 in July. Movements were concentrated around mid‑year: May to June jumped by $2.29, followed by the sharpest monthly correction from June to July (−$3.29). A late‑summer rebound put August–September back near the $7 range before softening through Q4.
Month‑to‑month volatility averaged $1.47, or about 27% of the annual average—noticeably steadier than the market. By comparison, the global benchmark averaged $13.37 for CPI, with a far higher peak at $23.76 in June and a trough at $7.07 in January. Global month‑to‑month changes averaged $4.57, underscoring choppier swings than those seen in SaaS.
The rhythm was measured in Q1, with SaaS CPI averaging $5.36 across January–March. Q2 lifted to $5.90 on the June spike, then Q3 settled slightly lower at $5.77 as July reset the series before an August–September rebound. Q4 cooled to $4.77, the softest quarter of the year, with a gradual step down from October ($5.13) to November ($4.74) and December ($4.42).
The broader market displayed a more amplified seasonal arc: Q2 was the strongest quarter globally ($16.53 average), spilling into elevated Q3–Q4 levels before a December dip that still sat above January. In contrast, SaaS experienced a shorter, sharper mid‑year crest with quicker normalization after July.
Across all countries, SaaS & Cloud Platforms ran consistently below the global benchmark for CPI. The category averaged 59% below market ($5.45 vs. $13.37). Monthly gaps ranged from 31% below in January (the narrowest spread) to roughly 69% below in June and October (the widest). While the global series rose steadily from January to December (+32%), SaaS edged down over the same span (−10%), with lower amplitude and fewer extreme spikes. In volatility terms, SaaS was more stable (average monthly change of $1.47) than the baseline ($4.57), reflecting a smoother cost profile through the mid‑year surge and the Q4 cool‑down.
These Facebook Ads benchmarks highlight cost per app install performance for SaaS & Cloud Platforms across all countries: consistently lower than the global average, less volatile, and defined by a brief mid‑year lift and a quick July reset. While CPC trends, CPM analysis, and CTR performance frame broader industry ad performance, CPI offers a clear view of country‑specific ad costs at the install level—helping marketers benchmark SaaS & Cloud Platforms against global patterns.
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 SaaS & Cloud Platforms industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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.
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