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Facebook Ads Cost Per App Install Benchmarks for Marketing & Advertising in Brazil

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Cost Per App Install for Marketing & Advertising in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Marketing & Advertising in Brazil shows consistently low cost per app install versus the global benchmark. Oct–Dec 2024 averaged 1.37, roughly 86% below the global average of 9.67 over the same period.
  • Local costs trended down every month (−8.8% from October to November; −42.1% from November to December), ending 47% below October. The global baseline spiked in November (+130.6% vs. October) and still finished December 37.6% above October.
  • Volatility was far lower in Brazil (average month‑to‑month absolute change ~25%) than globally (~85%), indicating a steady decline locally versus a sharp Q4 surge globally.
  • The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Scope

This analysis looks at cost per app install trends for the Marketing & Advertising industry in Brazil compared to the global trend on Facebook Ads.

Brazil (selected data) overview

  • Average (Oct–Dec 2024): 1.37
  • High/Low: High in October (1.69); Low in December (0.89)
  • Range: 0.80 across the quarter
  • Month-to-month changes:
  • October → November: 1.69 → 1.54 (−8.8%)
  • November → December: 1.54 → 0.89 (−42.1%)
  • First to last month: −47% (October to December)
  • Notable dip: December marked the lowest point of the quarter.

Global baseline comparison

  • Average (Oct–Dec 2024): 9.67
  • High/Low: High in November (14.28); Low in October (6.20)
  • Month-to-month changes:
  • October → November: +130.6% (seasonal spike)
  • November → December: −40.3% (normal Q4 easing)
  • First to last month: +37.6% (October to December)
  • Relative positioning of Brazil vs. global:
  • October: ~73% below market (1.69 vs. 6.20)
  • November: ~89% below market (1.54 vs. 14.28)
  • December: ~90% below market (0.89 vs. 8.52)
  • Broader baseline seasonality (provided months): costs peak mid‑year 2025 (June 26.21; September 22.99), with softer levels around March (6.87) and October (6.20). This underscores typical seasonal inflation outside Brazil’s Q4 pattern observed here.

What this means for benchmarking

  • Brazil’s Marketing & Advertising app install costs were below market across all observed months and moved counter to the global Q4 surge, with a steady decline into December.
  • Seasonal context: while global costs typically increase in Q4 around holiday periods, Brazil’s costs in this sample decreased throughout Q4 2024.

Understanding cost per app install benchmarks on Facebook Ads in industry Marketing & Advertising 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 Marketing & Advertising industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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