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Facebook Ads Cost Per App Install Benchmarks for Legal in Spain

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Cost Per App Install for Legal in Spain

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks for cost per app install

Main takeaways

  • Scope: This analysis looks at cost per app install trends for industry Legal 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.
  • Data availability: No Spain-specific (Legal) observations are present for the period provided, so in-market statistics and direct above/below-market positioning cannot be computed.
  • Global baseline context: The median cost per app install averaged 12.67 over the period, ranging from a low of 6.20 (October) to a high of 26.21 (June).
  • Momentum: From the first to the last month in the series, the global baseline rose by approximately +271%.
  • Volatility: Month-to-month changes were elevated, with an average absolute shift of about 61%. The largest spike was +151% (May to June), and the steepest drop was -53% (June to July).
  • Seasonality: A Q4 bump appears in November, followed by a December cooldown. There is a pronounced summer surge in June and a late-Q3 jump in September.

Scope and context

We benchmark the median cost per app install for the Legal industry in Spain against the global baseline. Because the selected time-series for Spain is empty for this window, the results below provide market-level baselines to help contextualize expected ranges and seasonality in this metric.

Selected market (Legal, Spain)

  • No monthly data points are available for Spain in the selected period, so averages, highs/lows, and volatility cannot be computed for the selected series.
  • As a result, we cannot determine whether Spain’s Legal cost per app install was above market, below average, or in line with overall trends during this timeframe.

Global baseline trend

Across October 2024 to September 2025, the global median cost per app install shows substantial variability:

  • Average: 12.67; Low: 6.20 (October); High: 26.21 (June); Range: 4.2x from low to high.
  • First-to-last change: from 6.20 (October) to 22.99 (September), up roughly +271%.
  • Volatility: Average absolute month-over-month change ≈ 61%.
  • Notable spikes/dips:
  • October → November: +130% (6.20 to 14.28).
  • May → June: +151% (10.43 to 26.21), the largest monthly surge.
  • June → July: -53% (26.21 to 12.35), the sharpest contraction.
  • Seasonality observed in the data:
  • Q4 bump: November rises, while December cools.
  • Summer surge: June peaks at 26.21, with another jump into September (22.99).

Comparison to the global baseline

  • With no Spain Legal observations in this timeframe, a direct comparison (above market, below average, or in line) cannot be calculated.
  • Practically, the global baseline suggests that advertisers commonly see higher cost per app install around November (Q4) and pronounced increases in early summer and early fall within this period.

Understanding cost per app install benchmarks on Facebook Ads in industry Legal 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 Legal 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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