Facebook Ads Cost Per App Install Benchmarks in Brazil

Introduction

Facebook Ads benchmarks for cost per app install (CPI) show a striking split between Brazil and the global market. Brazil opened this period with an extreme spike in November 2024, then reset to consistently low CPI levels for the rest of the year. Globally, CPI followed a more familiar mid‑year climb and Q4 easing. Brazil’s series was quieter after December, with brief lifts in early spring and September but little evidence of the mid‑year inflation seen worldwide.

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.

The story in the data

• Starting at 29.16 in November 2024 and ending at 1.60 in October 2025, Brazil’s CPI fell about 95% across the period.
• The Brazilian average across all 12 months was 3.86, but this is skewed by November. Excluding that outlier, Brazil averaged 1.56 — a notably low cost environment for app acquisition.
• High: 29.16 (November 2024). Low: 0.36 (July 2025). Typical peaks after December were modest: 2.33 (February), 2.72 (June), and 2.73 (September).

Monthly swings told a compact story after the holiday reset. The plunge from November to December (−97.7%) was followed by a stair‑step recovery into February (+124% in January, +56% in February), a dip in March (−54%), and a mild lift in April (+70%). June nudged higher (+74% vs May), then July marked the year’s trough (−87% vs June). A two‑month rebound carried into September (+112% in August, +256% in September), before a pullback in October (−41%). Volatility, measured as average absolute month‑to‑month change, was 3.59 across the full year, but just 1.10 when November’s outlier is removed — a far steadier rhythm than the headline suggests.

Seasonal and monthly dynamics

• Q1 in Brazil stabilized at low levels, averaging 1.63 from January to March.
• Q2 showed a modest lift (2.04 average), led by June’s local high.
• Q3 softened again (1.29 average), bottoming in July before a September rebound.
• The series suggests holiday‑driven distortion in November, a reset in December, and relatively contained CPI for the remainder of the year — a different cadence from typical Q4 pressure seen in CPM analysis or broader CPC trends globally.

Brazil vs. Global

Globally, CPI averaged 14.16, dipping to 6.56 in January, peaking at 27.78 in June, and staying elevated through September (around 19–20) before easing to 14.65 in October. Average monthly volatility globally was higher at 6.12, driven by mid‑year surges.

Relative positioning:

• In November 2024, Brazil ran 95% above the global median (29.16 vs 14.97) — a single‑month anomaly.
• From December onward, Brazil remained well below market: typically 80–95% under the global benchmark each month. The narrowest discount was in January (−77% vs global), while the widest gap appeared in July (−97%).
• Using the full‑period averages, Brazil sat about 73% below global CPI; using the post‑November average (1.56), the gap widens to roughly 85–90% below global levels.

Closing

In sum, Facebook Ads cost-per-app-install benchmarks for all industries in Brazil show an outlier spike in November 2024 followed by a year of exceptionally low, relatively stable CPI, diverging sharply from the global mid‑year climb. Understanding CPI trends — alongside CPC trends, CPM analysis, and broader CTR performance context — helps frame country-specific ad costs and industry ad performance when comparing Brazil to the global benchmark.