Facebook Ads Cost Per App Install Benchmarks in Colombia

Introduction

App install costs in Colombia ran dramatically below the global market in early 2025, with a choppy first half that nonetheless stayed inexpensive by any benchmark. The clearest signal: while the global median cost per app install (CPI) averaged about $12.87 from January–June, Colombia averaged just $1.24—roughly one-tenth of global levels. Momentum was uneven month to month, with a February spike, a sharp April trough, and a rebound in May that cooled slightly into June.

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 Colombia compared to the global benchmark.

The story in the data

Colombia’s CPI opened 2025 at $1.30 in January, then surged to a local high of $2.43 in February (+87% month over month). That strength unwound quickly: March fell to $1.01 (−58%), and April marked the low point at $0.32 (−69% vs. March). The market then rebounded to $1.25 in May (+292% vs. April) and eased to $1.13 in June (−9%). Across the first half, Colombia averaged $1.24, with a range from $0.32 to $2.43 and an average absolute month-to-month swing of $0.86—about 69% of the mean, reflecting notable relative volatility despite low absolute costs. From January to June, the trend drifted lower (−13%), ending the half-year near $1.13.

Globally, CPI moved on a different trajectory. The world median rose from $7.07 in January to $23.76 in June—a 236% climb—averaging $12.87 with sharper absolute swings ($4.90 average monthly change). June was the peak for the global series in this window.

Seasonal and monthly dynamics

Colombia’s rhythm in the first half reads like a spike-then-correction: a February lift, a prolonged slide into an April floor, and a May normalization with a modest June pullback. That pattern indicates short, pronounced movements rather than a steady drift.

The global curve in this dataset accelerated through Q2, hitting its high in June before remaining elevated through Q3 and early Q4, then easing in December—consistent with heavier competition in the back half of the year and a typical year-end cooldown. Colombia’s first-half arc doesn’t mirror that global buildup; instead, it shows acute intraregional swings at very low price points.

Country vs. Global

Colombia’s CPI was consistently below market. The gap narrowed most in February, when Colombia’s $2.43 trailed the global $11.63 by about 79%. It widened dramatically in April, when Colombia’s $0.32 sat roughly 98% below the global $13.51. By June, Colombia’s $1.13 was still about 95% under the global $23.76. On average in H1, Colombia’s $1.24 was approximately 90% below the global $12.87.

Directionally, the global trend rose steadily (+236% Jan–Jun), while Colombia’s was choppier and slightly negative (−13%). In absolute dollars, Colombia was less volatile; in relative terms, its month-to-month change (0.86 vs. a $1.24 mean) was proportionally larger than the global series (4.90 vs. a $12.87 mean), underscoring sharper percentage swings at a much lower cost base.

Closing

Taken together, these Facebook Ads benchmarks show that cost per app install for all industries in Colombia remained exceptionally low versus the global average in early 2025, with a February spike, an April low, and a May rebound that settled near $1.13 by June. Understanding cost-per-app-install trends and country-specific ad costs in Colombia helps marketers interpret industry ad performance against global patterns.