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

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Cost Per App Install for SaaS & Cloud Platforms in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Across the period, cost per app install for SaaS & Cloud Platforms in Brazil sits below market: the selected series averages 5.82 versus the global baseline’s 10.92 (−46.7% on average), with a typical month (median) at just 1.30 vs. 10.90 (−88%).
  • Volatility is high in the selected data: 10 of 11 month-to-month moves exceed ±50%, with a sharp spike in June 2025 and a collapse in July 2025.
  • Seasonality differs from the baseline. The global trend rises in Q4 and peaks again in June, while Brazil shows a modest Q4 bump (mainly November) and a pronounced Q2–Q3 whipsaw.
  • Only 1 of 12 months (June 2025) runs above market; one month (May 2025) is broadly in line. All others are below market.
  • This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Scope and context

This analysis looks at cost per app install trends for industry SaaS & Cloud Platforms and target country Brazil compared to the global trend. We summarize monthly medians and compare against a global baseline to highlight levels, volatility, and seasonal patterns relevant to Facebook Ads benchmarks and country-specific ad costs.

Trends in the selected data

  • Overall level:
  • Average: 5.82; Median: 1.30.
  • High: 42.89 (June 2025); Low: 0.27 (July 2025); range-to-mean ratio ≈ 7.3x.
  • Change from first to last month: 0.71 (Sep 2024) to 0.55 (Aug 2025), −22.4%.
  • Volatility:
  • Month-to-month absolute changes >50% in 10 of 11 intervals.
  • Largest rise: May→June 2025 (+329%).
  • Largest drop: June→July 2025 (−99.4%).
  • Notable spikes/dips:
  • November 2024 (4.25) and February 2025 (4.62) stand out versus surrounding months.
  • June 2025 surges to 42.89, followed by a trough in July 2025 (0.27).
  • Seasonal cues:
  • Q4 2024 average is 1.98, with a relative lift in November but a dip in December.

Comparison to global baseline

  • Average and median:
  • Selected average 5.82 vs. baseline 10.92 (−46.7%).
  • Selected median 1.30 vs. baseline 10.90 (−88%), indicating Brazil is typically far below market, with the mean pulled up by June’s spike.
  • Highs and lows:
  • Baseline high 26.21 (June 2025); low 1.98 (Sep 2024).
  • Selected high 42.89 (June 2025) sits +63.6% above the baseline that month; otherwise months are below market.
  • Month alignment:
  • 11 of 12 months below baseline; 1 month (May 2025) roughly in line (−4.2%); 1 month (June 2025) above market.
  • Trend shifts:
  • Baseline climbs through Q4 and again into June (peaking at 26.21), then remains elevated in Q3 (12.35–15.00).
  • Selected data shows a muted Q4, a Q2 spike (May–June), and a sharp Q3 correction.

Seasonality patterns

  • Global baseline exhibits classic seasonality: stronger Q4 costs (Oct–Nov especially) and a mid-year surge (June).
  • Brazil’s series shows lighter Q4 pressure and a concentrated, short-lived peak in June 2025 followed by a steep drop in July–August.

Conclusion

For SaaS & Cloud Platforms in Brazil, cost per app install is generally below average versus the global benchmark, with a single, outsized June spike and otherwise low-to-moderate monthly medians. Understanding cost per app install benchmarks on Facebook Ads in industry SaaS & Cloud Platforms and Brazil 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 SaaS & Cloud Platforms industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Brazil, 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.

Brazil Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 3–4Carnival
Apr 18Good Friday
Apr 21Tiradentes Day
May 1Labour Day
Jun 19Corpus Christi
Sep 7Independence Day
Oct 12Our Lady of Aparecida (Children's Day)
Nov 2All Souls' Day
Nov 15Republic Proclamation Day
Nov 20Black Awareness Day
Dec 25Christmas Day

Key Shopping Season

December (Christmas), Late November (Black Friday), Children's Day (Oct 12)

Potential Advertising Impact

CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.

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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