See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
January 2025 - January 2026
Detailed observation of presented data
Brazil’s app install costs ran far below the global benchmark for most of the year, punctuated by one sharp February spike that quickly reset. Across all industries, Brazil showed long stretches of inexpensive acquisition and a contained Q4, while the global market carried higher, more sustained peaks—especially mid-year. 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.
For cost per app install (CPI), Brazil started at 1.49 in January and closed at 2.46 in December, a 65% lift from start to finish but still inexpensive by global standards. The year averaged 2.49, with a median month around 1.89. The month-to-month high was February at 10.16, followed by an immediate reversion to 1.08 in March. The annual low came in July at just 0.36, before a brief climb to 3.16 in September.
Volatility in Brazil averaged a 2.46-point absolute swing month to month, dominated by the February surge (+582% versus January) and the swift March correction. After March, the rhythm stabilized: average monthly movement was roughly 1.03 points, with small step-ups in late Q4 (+0.46 in November and +0.10 in December). Notably, 7 of 12 months finished below 2, and 10 of 12 landed below 3.
Globally, CPI averaged 13.37 with a median of 12.92—considerably higher than Brazil. The global high arrived in June (23.76), followed by a plateau in late Q3 and a moderate step-down into December (9.32). Global month-to-month volatility averaged 4.57 points, with the sharpest moves in June and July.
Brazil’s year unfolded in four movements. Q1 was choppy due to February’s spike, averaging 4.24 for the quarter but driven largely by that single outlier. Q2 cooled to 2.05, Q3 slipped further to 1.43 with a July trough, then September rebounded 8.7x from the July low. Q4 settled into a stable band between 1.90 and 2.46.
The global pattern showed more classic seasonality: Q1 at 9.21, a pronounced surge in Q2 (16.53) peaking in June, steady elevation through Q3 (14.31), and a partial unwind in Q4 (13.44) ending at 9.32 in December.
Brazil’s CPI averaged 81% below the global level (2.49 vs. 13.37). The narrowest gap came in February, when Brazil sat roughly 13% below global CPI. The widest divergences appeared in July and August, when Brazil trailed by 97% and 95% respectively. Throughout Q2 and Q3, Brazil consistently ran 80–90% below global levels. The global trend rose into mid-year and eased late, while Brazil’s path was cheaper overall, with a single early spike and a contained Q4.
Within Facebook Ads benchmarks, Brazil’s country-specific ad costs for cost per app install across all industries were markedly lower than the global market, with brief volatility around February and a soft, steady second half. Understanding CPI trends and industry ad performance in Brazil helps frame CPM analysis and CTR performance alongside global patterns, offering a clear view of Facebook Ads cost per app install benchmarks for all industries in Brazil.
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.
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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