See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
August 2025 - August 2026
Detailed observation of presented 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.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
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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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.
December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
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.
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