Facebook Ads Cost Per App Install Benchmarks in Brazil

This analysis looks at cost per app install trends for all industries in Brazil compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

• Across Oct 2024–Aug 2025, Brazil’s median cost per app install averaged 3.67, about 69% below the global baseline (11.74), indicating costs largely below market.
• A sharp November 2024 spike to 29.16 stands out; Brazil was above market only in that month (global: 14.28). In every other month, Brazil was below average.
• Excluding November, Brazil’s average drops to 1.12, with MoM moves averaging ~47% vs. the baseline’s ~62%—implying steadier underlying costs once the outlier is removed.
• First-to-last month change: Brazil fell 18% (0.86 in Oct 2024 to 0.71 in Aug 2025), while the baseline rose 142% (6.20 to 15.00).
• Seasonal pattern: both series show a Q4 uplift in November; Brazil then hit a yearly low in July before a small August rebound.

Brazil overview (all industries)

• Average: 3.67 across 11 months; high: 29.16 (Nov 2024); low: 0.55 (Jul 2025).
• The November spike is the primary outlier, roughly 26x the 10-month average excluding November (1.12).
• Notable inflections:
• Oct → Nov: +~3,280% surge (0.86 to 29.16).
• Nov → Dec: −~97% reset (29.16 to 0.77).
• Q1–Q2 2025 ranged between ~0.99 and ~1.89, with modest oscillation.
• July dipped to 0.55, followed by a 29% uptick in August (0.71).

Comparison to the global baseline

• Level: Brazil’s average (3.67) is well below the global 11.74, placing the country consistently below market in 10 of 11 months.
• Highs and lows:
• Brazil high: 29.16 (Nov 2024) vs. global high: 26.21 (Jun 2025).
• Brazil low: 0.55 (Jul 2025) vs. global low: 6.20 (Oct 2024).
• Trend direction:
• Brazil declined 18% from first to last month.
• The baseline climbed 142%, driven by a strong mid-year lift and firming into August.
• Volatility:
• Brazil average MoM absolute move: ~370% including November; ~47% excluding November.
• Baseline average MoM absolute move: ~61.7%.
• In effect, Brazil is structurally cheaper and, aside from November, less volatile than the global series.

Seasonal patterns

• Q4: Costs typically increase around peak shopping periods; both Brazil and the global trend registered a November surge. Brazil’s November overshoot was particularly pronounced relative to October and December.
• Mid-year: The global series peaked in June, while Brazil remained muted, then bottomed in July with a slight August recovery—still far below global levels.

Understanding cost per app install benchmarks on Facebook Ads in industry all industries available and Brazil helps advertisers make more efficient budget and creative choices.