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Facebook Ads Cost Per App Install Benchmarks for SaaS & Cloud Platforms in United Arab Emirates

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Cost Per App Install for SaaS & Cloud Platforms in United Arab Emirates

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • For SaaS & Cloud Platforms in the United Arab Emirates, cost per app install (CPI) averaged 29.9 across the period, about 2.9x higher than the global baseline (10.4).
  • High volatility: average month-to-month change was ~133% in the selected data vs ~84% in the baseline.
  • The selected market spiked sharply in November 2024, dropped to its low in December, then surged through Q1–Q2 2025, peaking in June.
  • Compared to the global trend, the United Arab Emirates was above market in 9 of 10 months, with December the only month below baseline.

What this analysis covers

This analysis looks at cost per app install trends for industry SaaS & Cloud Platforms and target country United Arab Emirates compared to the global trend.

Selected trend highlights (SaaS & Cloud Platforms, United Arab Emirates)

  • Average and median: average 29.9; median 29.0.
  • High and low: peak 61.52 (June 2025); low 2.34 (December 2024). Overall range: 59.2.
  • Momentum:
  • From September 2024 to November 2024, CPI jumped from 3.02 to 21.61 (+616% over two months).
  • December 2024 dipped to 2.34 (−89% vs November), the series’ trough.
  • From January to April 2025, costs climbed from 12.50 to 58.94; May eased to 39.93 (−32% MoM) before a new high in June at 61.52 (+54% MoM).
  • First-to-last change: +1,936% (September 2024 to June 2025).
  • Volatility: average absolute month-to-month change of ~133%, indicating pronounced swings.

Comparison to the global baseline

  • Level check: the United Arab Emirates averaged 29.9 vs the global 10.4 (about 2.9x above market). Median was 29.0 vs 9.5.
  • Highs/lows: global peak 26.21 (June 2025) and low 1.98 (September 2024). The UAE peak was 2.35x higher than the global peak; the UAE trough was slightly higher than the global trough.
  • Trajectory: the global series rose +1,224% from September 2024 to June 2025, but with a steadier path than the UAE.
  • Volatility: global average absolute month-to-month change ~84% (UAE: ~133%).
  • Alignment by month:
  • Above market: September, October, November 2024; January–June 2025.
  • Below market: December 2024 only (UAE 2.34 vs global 8.52).

Seasonality and timing

  • The baseline shows typical Q4 pressure (higher costs in November, easing in December).
  • The United Arab Emirates diverged in December with an unusually sharp dip, then saw sustained cost escalation from January through April, a brief correction in May, and a new peak in June—consistent with intensifying Q2 competition.

Understanding cost per app install benchmarks on Facebook Ads in industry SaaS & Cloud Platforms and United Arab Emirates 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 United Arab Emirates, 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.

United Arab Emirates Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 30–31Eid al-Fitr
Jun 6Arafat Day
Jun 7–9Eid al-Adha
Jul 7Islamic New Year
Sep 15Prophet Muhammad's Birthday
Dec 1Commemoration Day
Dec 2–3UAE National Day

Key Shopping Season

Ramadan + Eid (Mar–Apr), End of November–December (UAE National Day, Christmas, New Year), Dubai Shopping Festival (mid-Dec through Jan)

Potential Advertising Impact

CPMs may rise sharply during Ramadan and Eid, especially in e‑commerce, gifting, F&B, and beauty sectors. UAE National Day campaigns could lead to high local bidding activity in travel, banking, and luxury retail. Dubai Shopping Festival drives elevated CPMs from mid-December to mid-January. Islamic holidays shift each year, affecting year-over-year comparisons.

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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