Facebook Ads Cost Per App Install Benchmarks in Brazil

Introduction

Brazil’s app install costs sit well below the global benchmark, but the year tells a choppy story: a sharp February spike, a mid-year lull, and a steady finish into Q4. Across all industries in Brazil, median Cost per App Install (CPI) averaged $2.49 in 2025, versus a $13.43 global average — roughly 81% lower for the year. Most months clustered between $0.36 and $3.16, with February standing out as the one true outlier at $10.16. 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.

Section 1: The story in the data

The year opened at $1.49 in January, leapt to $10.16 in February, and then reset to $1.08 in March. From there, CPI moved in a relatively low band, finishing at $2.46 in December — up 65% from January but still far below global levels.

• High and low: February’s $10.16 was the annual high; July hit the low at $0.36. Ten of twelve months ranged between $0.36 and $3.16.
• Average and median: The 2025 average was $2.49; the mid‑year median (median of monthly medians) landed near $1.89, highlighting how the February surge inflated the mean.
• Volatility: Month-to-month absolute movement averaged $2.46, driven by two abrupt shifts: January to February (+$8.67) and February to March (−$9.08). Outside those swings, typical changes were modest (often within ±$0.3 to $1.3).

Section 2: Seasonal and monthly dynamics

Seasonality showed a distinct rhythm:

• Q1 was uneven: a low in January, a February spike, and a March reset. Q1 averaged $4.24 because of February’s surge.
• Q2 cooled, averaging $2.05, with April–May under $1.90 and June lifting to $2.72.
• Q3 set the floor, averaging $1.43 — July and August were the year’s softest months before a September pop to $3.16.
• Q4 stabilized, averaging $2.24, with a gentle climb from $1.90 in October to $2.46 in December.

This cadence contrasts with broader Facebook Ads benchmarks, where costs typically rise into mid-year and often remain firm through Q4.

Section 3: Country vs. Global

Brazil stayed below the global baseline every month in 2025, by a wide margin:

• Full-year comparison: $2.49 in Brazil vs. $13.43 globally (−81%).
• Monthly gap: Narrowest in February (Brazil 13% below global); widest in July (97% below). In most months, Brazil trailed by 80–95%.
• Trend shape: The global series climbed from $7.10 in January to $10.43 in December (+47%), peaking in June ($23.76) and staying elevated through early Q4. Brazil’s path was lower and choppier, with isolated spikes (February, September) amid broadly low country-specific ad costs.
• Volatility context: In absolute terms, global swings were larger (average monthly move ~$4.46), but relative to level, Brazil was more volatile due to its low base.

Closing

For performance marketers tracking Facebook Ads benchmarks, Brazil’s cost per app install in all industries remained structurally below the global market, with a brief February surge, a soft mid-year, and a steady Q4 close. Understanding cost-per-app-install patterns — alongside CPC trends, CPM analysis, and CTR performance — helps frame industry ad performance and country-specific ad costs. This report summarizes Facebook Ads cost per app install benchmarks for all industries in Brazil versus the global baseline.