See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
July 2025 - July 2026
Detailed observation of presented data
SaaS & Cloud Platforms’ cost-per-app-install pattern was largely lower-than-market for most of the year, then exploded into extreme volatility in early 2026. Across 13 months the series starts at $4.07 in June 2025, plunges to $0.81 by June 2026, but includes three dramatic spikes — $32.64 in January 2026, $245.57 in February 2026 and $122.74 in March 2026 — that push the mean far above the typical run-rate. 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 in All countries available compared to the global benchmark.
The numeric story is one of contrast between central tendency and outliers. The mean cost-per-app-install for SaaS & Cloud Platforms across All countries available over the period is roughly $34.6, driven upward by the three early‑2026 spikes. The median, however, sits near $4.75 — a clearer picture of the “normal” month — and the monthly range runs from a low of $0.81 (June 2026) to a high of $245.57 (February 2026). From the opening month ($4.07) to the close ($0.81) the series declines about 80%.
Monthly movements were sharp: July and November 2025 showed sub-$4 months, August–October 2025 sat in a $6–$12 band, then January–March 2026 recorded sequential surges (roughly +588% Jan over Dec, then +653% Feb over Jan) before collapsing back—March-to-April fell by roughly 96%. Those swings create a high apparent volatility in the mean despite a relatively stable median for most months.
Across the latter half of 2025 the pattern reads like subdued demand: Q3 and Q4 months commonly held between about $3 and $12, with October–December showing a softer cadence (October ~$6.37, November ~$3.83, December ~$4.75). The calendar inverted in early 2026: a short, intense peak in January–March — peaking in February — then a fast reversion to low single-dollar installs in April–June 2026 (April ~$4.79, May ~$1.49, June ~$0.81). That episodic spike creates an atypical seasonal rhythm compared with the smoother global benchmark.
Against the baseline benchmark (global median/mean series averaging about $15.55 over the same months), SaaS & Cloud Platforms shows mixed signals. On average (mean) the industry appears 123% above the global benchmark because of the three large spikes. On median terms the industry is roughly 69% below the global average (median $4.75 vs global mean ~$15.55), indicating the majority of months were below market levels. In frequency terms, the SaaS & Cloud Platforms series was under the global benchmark in 9 of 13 months; at its narrowest gap (August 2025) the industry was only about 6% below global, and at its widest (February 2026) it was about 8x the baseline.
Understanding these dynamics provides a layered view: central months suggest low cost-per-app-install for SaaS & Cloud Platforms across All countries available, while early‑2026 introduces large outlier events that substantially alter average metrics. The pattern is visible in Facebook Ads benchmarks, and ties into broader CPC trends, CPM analysis, CTR performance and country-specific ad costs when benchmarking industry ad performance for SaaS & Cloud Platforms in All countries available.
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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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