Facebook Ads Cost Per App Install Benchmarks in Brazil

Introduction

Brazil’s cost-per-app-install (CPI) moved like a rollercoaster across the 13-month window — far lower than the global benchmark on average, but punctuated by sharp spikes and dramatic drops. 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

From June 2025 to June 2026, Brazil’s median cost-per-app-install averaged about $5.46, starting at $0.96 in June 2025 and finishing at $0.21 in June 2026. The observed low was $0.21 (June 2026) and the high was $12.39 (February 2026). That peak-to-trough swing produced episodic momentum: a steep ascent from roughly $0.96 in June 2025 to the winter peak (~$12.4 in Feb 2026), followed by a pullback through spring and a sudden collapse into June 2026.

Over the year Brazil’s CPI was roughly 65% below the global baseline average of about $15.55. Month-to-month absolute changes averaged roughly $2.43 in Brazil, reflecting notable volatility driven by a handful of large moves rather than steady churn.

Key monthly moves included a six-dollar jump from November to December 2025 (≈+$6.46), a climb into January–February 2026 that landed near the annual high (≈$11.6 → $12.4), a sharp fall from March to April 2026 (≈−$5.7), and then a dramatic collapse from May to June 2026 (≈−$8.59).

Seasonal and monthly dynamics

Rhythm across months shows a late-year inflection and a pronounced Q1 peak. December 2025 was a turning point where Brazil’s CPI rose to about $9.01, then continued into the $11–12 range across January–March 2026. April trimmed that elevated level back toward mid-single digits ($6.53), May ticked up again (~$8.80), and June 2026 saw an outsized drop back to a fraction of prior costs ($0.21).

This pattern reads as a late-year and Q1 concentration of higher install costs, followed by spring correction and an abrupt June trough. The movement is episodic rather than smoothly seasonal — volatility clustered into a few months rather than evenly distributed.

Country vs. Global

Compared with the baseline, Brazil consistently trailed global CPI figures. The gap was narrowest in December 2025, when Brazil’s $9.01 sat roughly 3–4% below the global $9.34. Outside of that window the gap widened substantially: Brazil ran ~26% below global in March 2026, ~59% below in February 2026, and reached its widest divergence in June 2026 when Brazil was about 98% lower than the global $11.85 for that month.

While the global benchmark showed larger average month-to-month swings (about $5.55 absolute change), Brazil’s profile was “more episodic”: lower baseline levels but punctuated by sharp spikes and collapses. In short, Brazil’s country-specific ad costs for app installs were materially below the worldwide CPM/CPI landscape on average, yet displayed occasional, high-amplitude moves that changed short-term market dynamics.

Closing

This analysis summarized cost-per-app-install dynamics across all industries in Brazil against global Facebook Ads benchmarks, offering a data-rich view of country-specific ad costs, CPC trends, CPM analysis and broader industry ad performance for Brazil. Understanding Cost Per App Install trends for All industries in Brazil clarifies how local momentum and seasonal spikes compare with global benchmarks.