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Facebook Ads Cost Per App Install Benchmarks for Entertainment in Spain

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Cost Per App Install for Entertainment in Spain

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • The selected series (Entertainment in Spain) sits far below the global baseline: average cost per app install of 0.54 versus 11.42 globally for the same months (≈95% lower).
  • Directionally aligned with the market: both series dip in March and rise into August, but Spain’s increase is much steeper (+313% from February to August vs. +32% globally).
  • Higher volatility in the selected data: average month-to-month swing ≈91% versus ≈34% in the global baseline.
  • Seasonal signals in the broader market: global costs are elevated in November and show pronounced spikes in June and September; Spain shows a late-summer surge in August.

What this report covers

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

Selected series overview (Entertainment, Spain)

Period covered: February–August 2025 (five monthly medians).

  • Average: 0.54; median across the period: 0.47.
  • High/low: highest in August (1.20); lowest in March (0.21).
  • Change from first to last month: +313% (0.29 in February to 1.20 in August).
  • Volatility:
  • Feb→Mar: −29%
  • Mar→Apr: +165% (largest jump)
  • Apr→Jul: −14%
  • Jul→Aug: +155%
  • Average absolute month-to-month change: ≈91%
  • Notable movements: sharp rebound in April after a March dip; late-summer spike in August.

Comparison to the global baseline

To ensure a like-for-like view, we compare the same months (Feb, Mar, Apr, Jul, Aug 2025).

  • Average level: 0.54 vs. 11.42 baseline (Spain ≈95% below market).
  • High/low: Spain peaks at 1.20 in August vs. 15.00 globally in August (Spain ≈92% below the global peak). The March low is 0.21 in Spain vs. 6.87 globally (≈97% lower).
  • Trend from first to last month: +313% (Spain) vs. +32% (baseline).
  • Volatility:
  • Baseline month-to-month changes: Feb→Mar −40%, Mar→Apr +68%, Apr→Jul +7%, Jul→Aug +21%; average absolute swing ≈34%.
  • Interpretation: Spain is materially more volatile but directionally “in line with overall trends,” with a March trough and an August rise.

Seasonality signals

  • Global baseline (Oct 2024–Sep 2025) highlights: average 12.67; high in June (26.21) and September (22.99); elevated November (14.28) compared with October (6.20) and December (8.52).
  • Spain (Entertainment) shows a late-summer climb, with the highest cost per app install in August. This aligns with the broader pattern of rising costs into late summer, though Spain’s absolute levels remain well below average.

Understanding cost per app install benchmarks on Facebook Ads in industry Entertainment and Spain 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 Entertainment industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Spain, 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.

Spain Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 17Maundy Thursday (some regions)
Apr 18Good Friday
Apr 21Easter Monday (some regions)
May 1Labour Day
Aug 15Assumption Day
Oct 13National Day of Spain
Nov 1All Saints' Day
Dec 6Constitution Day
Dec 8Immaculate Conception
Dec 25Christmas Day

Key Shopping Season

Late November–early December (Black Friday/Cyber Monday), Mid-August (summer promotions), December (Christmas & post-Christmas sales)

Potential Advertising Impact

CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.

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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