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

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Cost Per App Install for SaaS & Cloud Platforms in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per app install trends

This analysis looks at cost per app install trends for industry SaaS & Cloud Platforms in South Africa compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • The selected series (SaaS & Cloud Platforms, South Africa) is above market: average cost per app install of 30.27 vs the global baseline’s 10.37 (≈2.9x higher).
  • High volatility with an average month-to-month swing of 11.65 (≈38% of its mean), including a sharp Q1–Q2 rise and an April peak. Global volatility is lower in absolute terms (5.69) but higher relative to its mean (≈55%).
  • Seasonal pattern: a November uptick followed by a December dip, then a sustained climb into Q2, aligns broadly with common holiday/Q1 dynamics in Facebook Ads benchmarks.
  • Over the observed window, the selected series rose +359% from September 2024 to June 2025, while the global series climbed +1,224%, driven by a strong June.

Selected data highlights (SaaS & Cloud Platforms, South Africa)

  • Period average: 30.27; median: 29.39.
  • High: 56.96 in April 2025; Low: 7.41 in October 2024.
  • First-to-last change: from 11.27 (Sep 2024) to 51.72 (Jun 2025), a +359% increase.
  • Notable movements:
  • November 2024 spike to 21.61, followed by a December dip to 7.92.
  • Largest monthly jump: +24.68 from January to February 2025 (12.50 → 37.17).
  • Q2 surge: March (53.81) to April peak (56.96), then a pullback in May (42.32) and rebound in June (51.72).
  • Average month-to-month absolute change: 11.65, indicating pronounced variability in acquisition costs.

Comparison to the global baseline

  • Average and median levels:
  • South Africa average 30.27 vs global 10.37 (≈2.9x higher).
  • South Africa median 29.39 vs global median 9.48 (≈3.1x higher).
  • Highs and lows:
  • South Africa peak 56.96 (Apr 2025) vs global peak 26.21 (Jun 2025), placing South Africa above market at the high end.
  • South Africa low 7.41 (Oct 2024) vs global low 1.98 (Sep 2024), indicating consistently higher floor costs.
  • Volatility and trend:
  • South Africa’s average monthly swing is 11.65 vs global 5.69; relative to each series’ mean, South Africa shows lower relative volatility.
  • Seasonal shape: both series exhibit a November lift and December softness—common around holiday periods—followed by a Q1 reset and pronounced Q2 increases. South Africa’s Q2 costs remain above average and track the overall trend while staying above market levels.

Seasonality and pattern notes

  • Q4: Costs typically increase around holiday periods; South Africa shows a clear November pop with a December correction.
  • Q1 to Q2: Both series rise meaningfully into Q2, with South Africa reaching its annual high in April and staying elevated through June; the global baseline spikes notably in June.

Understanding cost per app install benchmarks on Facebook Ads in industry SaaS & Cloud Platforms and South Africa 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 South Africa, 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.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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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