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November 2024 - November 2025
Detailed observation of presented data
Brazil’s cost per app install moved on a very different track from the global benchmark: ultra-low most months, punctuated by a sharp November 2024 spike and a brief February 2025 surge. After that, prices settled into a lean range with occasional upticks in June and September before a deep trough in November 2025. The net effect is a market that looks inexpensive and relatively steady versus the global pattern, which crested mid‑year and stayed elevated into early Q4.
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.
Across November 2024 to November 2025, Brazil’s median cost per app install (CPI) averaged about 4.09, ranging from a high of 27.33 in November 2024 to a low of 0.13 in November 2025. Excluding the November 2024 spike, Brazil’s average drops to roughly 2.16, underscoring how inexpensive installs were for most of the year.
The series opened at 27.33 in November 2024, then reset dramatically to 0.71 in December (−97%). Q1 2025 was choppy: 1.49 in January, a surge to 10.16 in February, and a retracement to 1.08 in March. Q2 stayed restrained—1.88 in April and 1.56 in May—before a modest lift to 2.72 in June. Q3 traced a trough-to-rebuild arc: 0.36 in July, 0.77 in August, and 2.73 in September. Q4 eased again to 2.31 in October and then fell to the series low of 0.13 in November 2025. Month-to-month volatility in Brazil averaged 4.56 points, lower than the global benchmark’s 6.29, with the largest single move tied to the November-to-December reset.
Seasonality shows up in brief bursts rather than a steady climb. The standout November 2024 spike gave way to a soft December—counter to the broader pattern where competition often pushes costs higher late in the year. Early 2025 saw a short-lived February flare, followed by a return to low single-digit CPIs through spring. Mid-year strength was milder than global norms, with a modest June lift and a September upturn that did not sustain into late Q4. By November 2025, CPI reached its lowest reading of the period.
Brazil’s CPI consistently sat below the global benchmark. The global average over the period was roughly 15.91, versus Brazil’s 4.09—about 74% lower. The global line rose to a mid‑year peak of 27.90 in June 2025 and remained elevated through September (22.72) and October (20.72) before easing to 17.18 in November 2025. Brazil, by contrast, spent most months in the 0.3–2.7 range.
Only November 2024 ran above market (Brazil +56% vs. global). The closest Brazil came to parity thereafter was February 2025, when it trailed by 21% (10.16 vs. 12.87). For the rest of the year, the gap was wide: typically 87–97% below global, widening to 99% in November 2025 (0.13 vs. 17.18). While the global trend climbed steadily through mid‑year (+16% from January to September), Brazil’s path was flatter after the initial reset, with short bursts of activity but no sustained climb.
These Facebook Ads benchmarks for cost per app install highlight how country-specific ad costs in Brazil, across all industries, diverged from global patterns—lean most months, with brief spikes and lower volatility than the market. Understanding CPI levels alongside broader CPC trends, CPM analysis, and CTR performance provides context for industry ad performance in Brazil compared to the global benchmark.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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