Facebook Ads Cost Per App Install Benchmarks for SaaS & Cloud Platforms

Introduction

Across all countries, SaaS & Cloud Platforms posted consistently lower cost per app install (CPI) than the global Facebook Ads benchmarks, with steadier movement and milder swings. The year’s narrative shows a soft landing in late 2024, a lift through early 2025, and mid-year pressure peaking in June before easing into Q4. Volatility was present but controlled, especially compared to the broader market’s sharp summer spike.

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.

The story in the data

For SaaS & Cloud Platforms globally, median CPI averaged about $5.25 across the period. It opened at $4.11 in November 2024, dipped to the low of $3.02 in December, then climbed to a June high of $7.37. A secondary peak appeared in September ($7.03), before ending October at $4.60 — roughly 12% higher than November but well below mid-year highs. The full range ran $3.02 to $7.37, an $4.35 spread equal to 83% of the average.

Month-to-month movement was generally controlled: average absolute change was $1.52, with the sharpest jumps and pullbacks clustered around mid-year. Notable shifts included May→June (+$2.41, +49%), June→July (−$2.18, −30%), and September→October (−$2.43, −35%). In contrast, December’s trough set up a steady first-quarter rebuild (January–February +$3.48 combined).

Seasonal and monthly dynamics

Seasonality reads as familiar for app-install economics. Late Q4 2024 was the softest stretch (November–December averaging about $3.56), consistent with broader CPM analysis patterns where competition intensifies and price pressure becomes uneven across placements. Q1 2025 normalized (average ~$5.35), Q2 tightened further (average ~$5.94) with a clear June peak, and Q3 held elevated levels (average ~$5.81) with a September crest before easing into October. The rhythm suggests mid-year cost pressure typical of wider demand cycles, while still staying comparatively affordable for this industry.

Country vs. Global

Relative to the all-industry global benchmark, SaaS & Cloud Platforms were below market every month — and often by a wide margin. The category’s $5.25 average CPI sat at roughly one-third of the global all-industry average ($15.10). The gap was narrowest in January (SaaS just 31% below global) and widest in October (76% below). During the market’s pronounced surge — a June spike to $27.90 in the baseline — SaaS CPI peaked at only $7.37, remaining 74% below global. Volatility underscores the contrast: the category’s average monthly swing was $1.52, versus $6.23 for the global benchmark, marking SaaS & Cloud as materially less volatile.

Overall, the global benchmark rose and fell in large arcs (+16-point mid-year spike, choppy Q3), while SaaS & Cloud Platforms moved in smaller, more controlled waves, with mid-year firmness and a late-Q3 crest followed by an October reset.

Closing

Facebook Ads benchmarks for cost per app install show that SaaS & Cloud Platforms across all countries maintained lower, steadier CPI than the global market, with mid-year firmness and controlled volatility. Understanding CPI trends within SaaS & Cloud Platforms — alongside broader CPC trends, CPM analysis, and CTR performance context — helps benchmark industry ad performance and compare country-specific ad costs to global patterns.