See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
February 2025 - February 2026
Detailed observation of presented data
SaaS & Cloud Platforms across all countries ran materially below the global benchmark on Facebook Ads cost per app install (CPI) throughout the period. The category showed a mid‑year lift, a gentler slide into Q4, and then an unusually sharp drop at the start of 2026. Compared to the broader market’s dramatic spikes, SaaS CPI moved in a tighter band, with June standing out as the shared high point for both series. 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 year opened at $4.90 in January 2025, climbed to a local high of $6.53 in February (+33% month over month), then cooled to $4.64 in March. Momentum rebuilt through Q2, peaking at $7.25 in June—the highest month of the year—before a sharp correction to $3.96 in July (−45% from June). A recovery followed: $6.70 in August and $7.01 in September, then a step down to $5.12 in October and a soft finish at $4.14 in December. January 2026 marked the low at $0.56—a pronounced outlier and the steepest month-over-month decline (−86%).
Across 2025, CPI averaged $5.46, with six months above $5 and six below. Including January 2026, the full‑period average lands at $5.08. The typical month-to-month move averaged $1.67, indicating relatively contained volatility. Notable swings clustered around mid‑year: May to June jumped +46%, June to July fell −45%, and July to August rebounded +69%.
The pattern forms a familiar arc for app acquisition: an early Q1 lift into February, a consolidation in March, and a stronger Q2 culminating in June. Q3 held elevated levels in August–September, then eased through Q4, finishing the year 16% below January’s starting point. While many markets see higher competition and costs late in the year, SaaS & Cloud Platforms in this global cut softened into Q4. The January 2026 dip broke the prior rhythm, creating a noticeable trough after a comparatively steady 2025.
Relative to the global Facebook Ads benchmarks (all industries, all countries), SaaS & Cloud Platforms remained consistently cheaper. The category averaged $5.08 versus the global $13.58—about 63% below. Volatility was also lower: average absolute monthly movement was $1.67 for SaaS versus $4.50 for the global baseline.
Both series peaked in June, but the magnitude diverged: the global benchmark surged from $7.10 in January to $23.76 in June (+235%), while SaaS & Cloud moved from $4.90 to $7.25 (+48%). The monthly gap typically ranged from 40% to 70% below global levels. The narrowest gap appeared in January 2025 (SaaS 31% below), while June and October showed the widest differences (around 69% below). In dollar terms, SaaS CPI was usually $8–$11 lower than the global benchmark, with the June gap the largest at $16.51. January 2026 widened the relative discount further (−96%), driven by the category’s abrupt drop.
In sum, Facebook Ads benchmarks for cost per app install in SaaS & Cloud Platforms across all countries show a mid‑year crest, a measured Q4 softening, and markedly lower costs and volatility than the global benchmark. Understanding CPI trends for SaaS & Cloud Platforms globally helps marketers evaluate category-level acquisition costs and contextualize performance against broader market 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