Compare mobile acquisition cost benchmarks by industry, region, and platform.
October 2025 - September 2026
Benchmark observations based on the selected data
Brazil’s cost-per-app-install (CPI) ran well below the global benchmark across this 12-month window, but with dramatic swings. After a quiet summer low, CPI in Brazil climbed through autumn, spiked into winter and early 2026, then tumbled back to near-zero by June. 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 All industries in Brazil compared to the global benchmark.
Brazil’s median Cost Per App Install averaged about $5.84 across July 2025–June 2026, with values ranging from a low of $0.30 in June 2026 to a peak of $12.39 in February 2026. The series began at $0.47 in July 2025 and ended at $0.30 in June 2026 — a net decline of roughly 35% from start to finish, but that masks a large mid-season run: a steady lift from sub-$1 levels in July to low single digits through October–November, then a sharp climb to the winter peak (Dec–Mar), before a rebound-to-collapse pattern in spring and early summer.
By contrast, the global baseline averaged about $15.58 over the same months, with a high point of $30.13 in February 2026 and a low near $9.36 in December 2025. Brazil’s peak month (Feb $12.39) was materially lower than the global peak, while Brazil’s low months were drastically beneath global norms.
Volatility was pronounced. Brazil’s average absolute month-to-month move was about $2.60, with the largest month-to-month jumps occurring Nov→Dec (+$6.46), Mar→Apr (−$5.71), and May→Jun (−$8.50). The global benchmark showed larger absolute swings (average monthly move ≈ $5.10), driven by the outsized February spike to $30.13.
The rhythm shows a subdued mid-year (July) baseline that builds through Q3 into Q4: October–November settled in the $2–2.6 range, followed by a winter lift (Dec–Mar) where installs moved into the high single digits to low double digits. February 2026 marks the highest sustained pressure for both Brazil and the global market, though Brazil’s spike was smaller in absolute terms. April saw a pronounced decline from the winter peak, a partial rebound in May, then an abrupt collapse to the year’s floor in June. These month-to-month pivots create a lumpy seasonal profile rather than a smooth trend.
Throughout the year Brazil trailed the global benchmark. On average Brazil’s CPI sat about 63% below the global average. The gap tightened in December 2025 (Brazil ~$9.01 vs global ~$9.36 — roughly 4% below) and January 2026 (about 10% below). The widest gaps were in June 2026 (Brazil ~$0.30 vs global ~$14.77 — roughly 98% below) and July 2025 (about 95% below). In relative terms, Brazil exhibited higher proportional volatility (month-to-month moves ≈ 45% of its mean) versus the global benchmark (≈ 33% of its mean), even though absolute dollar swings were larger in the global series.
Understanding Cost Per App Install benchmarks and Facebook Ads benchmarks for All industries in Brazil places these country-specific ad costs in context against broader CPC trends, CPM analysis, CTR performance and overall industry ad performance globally.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPI values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC may rise around Carnival and Independence Day as social activity increases. Competition may rise on Children's Day (Oct 12) and Black Friday. December (Christmas) may increase e-commerce traffic and CPMs. Extended holiday weekends may change ad engagement patterns.
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 that show app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals can lower CPI.
Optimizing for installs increases volume. Optimizing for actions such as signups or purchases brings higher-quality users. Choose based on your goals and the importance of post-install behavior.
Align creative with the app experience, avoid misleading ads, and exclude people who already installed. Test lookalike audiences based on high-quality users rather than all installers.
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