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Facebook Ads Cost Per App Install Benchmarks for E-commerce in Brazil

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Cost Per App Install for E-commerce in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-app-install benchmarks: E-commerce in Brazil vs. global

This analysis looks at cost per app install trends for industry E-commerce and target country Brazil compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Main takeaways

  • E-commerce in Brazil sits well below the global benchmark overall: the average cost per app install is about 74% lower than the global baseline across the same months.
  • The Brazil series shows a sharp December spike followed by consistently low costs; from March onward most months stay under 2.50.
  • Month-to-month volatility in Brazil is high (average absolute change ~67%), slightly above the global baseline (~56%).
  • The global trend peaks in June and remains elevated into summer; Brazil’s only above-market month is December.

E-commerce in Brazil: key stats (selected data)

  • Period covered: Dec 2024 to Aug 2025 (9 months).
  • Average: 3.17; median: 1.91.
  • High: 10.43 in Dec 2024; low: 1.27 in Aug 2025.
  • First-to-last change: down 87.9% (10.43 to 1.27).
  • Volatility: large swings month to month, with notable moves:
  • Dec → Jan: -81.7%
  • Jan → Feb: +130.6%
  • Feb → Mar: -66.8%
  • May → Jun: +93.7%
  • Pattern: after the December surge, costs generally stabilize between roughly 1.3 and 3.4, with brief rebounds in February and June.

Comparison with the global baseline (same months)

  • Global average: 12.07; median: 11.36.
  • Global high: 26.21 in Jun 2025; low: 6.36 in Jan 2025.
  • First-to-last change (Dec → Aug): up 76.0% (8.52 to 15.00).
  • Volatility: average absolute month-to-month change ~55.8%.
  • Relative positioning:
  • Brazil vs. global average: -73.7% (3.17 vs. 12.07).
  • Only December is above market: Brazil is 22.3% higher than global (10.43 vs. 8.52).
  • All other months are below market by 61% to 92%:
  • Examples: Jan (-70%), Apr (-79%), Jun (-87%), Aug (-91.6%).

Seasonal patterns and notable movements

  • Brazil (E-commerce): pronounced December spike suggests holiday-driven pressure, followed by a reset to materially lower CPI through Q1–Q3. Costs trend down through the summer, reaching the series low in August.
  • Global baseline: pronounced mid-year peak in June and sustained elevation into July–August; Q4 is mixed with a November uptick versus October and a lower December compared to summer highs.
  • Net effect: Brazil’s seasonality diverges from the global curve—stronger in December but far lighter through the rest of the year—keeping most months well below average global costs.

Bottom line

Across Dec 2024–Aug 2025, E-commerce app-install costs in Brazil average 3.17 with a December outlier at 10.43 and a steady decline to 1.27 by August. Compared with the global baseline average of 12.07 over the same period, Brazil remains below average in eight of nine months and shows slightly higher volatility. Understanding cost per app install benchmarks on Facebook Ads in industry E-commerce and Brazil helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Brazil Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 3–4Carnival
Apr 18Good Friday
Apr 21Tiradentes Day
May 1Labour Day
Jun 19Corpus Christi
Sep 7Independence Day
Oct 12Our Lady of Aparecida (Children's Day)
Nov 2All Souls' Day
Nov 15Republic Proclamation Day
Nov 20Black Awareness Day
Dec 25Christmas Day

Key Shopping Season

December (Christmas), Late November (Black Friday), Children's Day (Oct 12)

Potential Advertising Impact

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.

What's a good CPI for iOS vs Android in 2025?

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.

Why is my app install cost higher in some countries?

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.

What creatives drive the lowest CPI on Facebook?

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.

Should I optimize for installs or in-app actions?

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.

How do I lower CPI without tanking app retention or quality?

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.

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