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Facebook Ads Cost Per App Install Benchmarks for Marketplaces in Brazil

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Cost Per App Install for Marketplaces in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost-per-app-install trends for Marketplaces in Brazil vs global

This analysis looks at cost-per-app-install trends for the Marketplaces industry in 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

  • Market level: Brazil sits well below market overall. The selected average is 3.13 versus a global baseline of 12.07 for the same period (≈74% lower).
  • Levels and range: High at 10.21 (Dec 2024) and low at 1.27 (Aug 2025), a range of 8.94. Eight of nine months are below the global median.
  • Volatility: Average month-to-month absolute change is 2.39 in Brazil vs 6.21 globally, indicating materially lower volatility than the global trend.
  • Trajectory: From the first to the last observed month, Brazil declines by 87.6%, while the global baseline rises 76.0% over the same window.
  • Seasonality: Brazil shows a December spike and mid-year bumps (February and June). Globally, costs peak in June and remain elevated through late summer; Q4 also tends to be higher.

Selected data overview (Marketplaces, Brazil)

  • Period covered: Dec 2024–Aug 2025.
  • Average: 3.13; median: 1.83.
  • High/low: 10.21 in December; 1.27 in August.
  • Month-to-month moves:
  • Largest drop: December to January, -82.1% (10.21 to 1.83).
  • Largest jump: January to February, +141% (1.83 to 4.40).
  • Notable lift: May to June, +93.6% (1.73 to 3.35), followed by a pullback into July (-52.4%) and a further dip to the series low in August (-20.7%).
  • Overall change: From December to August, -87.6%.

Comparison to the global baseline

  • Overlapping window (Dec 2024–Aug 2025):
  • Baseline average: 12.07; median: 11.36.
  • Baseline high/low: 26.21 in June; 6.36 in January; range: 19.85.
  • Baseline month-to-month absolute change: 6.21 on average (vs 2.39 in Brazil).
  • Relative positioning:
  • Brazil’s average is ≈74% below the global level, indicating below-market costs for Marketplaces app installs.
  • Brazil is below the global median in 8 of 9 months; the only “above market” month is December (10.21 vs 8.52 globally).
  • While Brazil trends downward into late summer, the global series climbs sharply into June and remains elevated through August.

Seasonality and volatility

  • Brazil: Elevated December costs align with typical Q4 pressure, followed by generally low, stable costs through Q1–Q3 with isolated upticks (February and June). Volatility is modest outside of the December/January reset.
  • Global: A pronounced mid-year spike in June (26.21) and continued strength into August (15.00) indicate stronger seasonal uplift than seen in Brazil during the same period.

Understanding COST_PER_APP_INSTALL benchmarks on Facebook Ads in industry Marketplaces 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 Marketplaces 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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