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Facebook Ads Cost Per App Install Benchmarks for Software Development in Spain

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Cost Per App Install for Software Development in Spain

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, the cost per app install in Software Development for Spain is well below the global baseline across all observed months.
  • Average cost: 1.90 for Spain vs 9.53 globally (≈80% lower on average across the same months).
  • Seasonal shape differs from the global pattern: globally, costs surge in Q4 and into late summer; Spain trends down through Q4, peaks in May, then hits a trough in July.
  • Volatility: Spain shows an average absolute month-to-month move of ~49% vs ~64% in the global baseline.

What we analyzed

This analysis looks at cost per app install trends for industry Software Development and target country Spain compared to the global trend. Figures represent monthly medians.

Selected trend overview

  • Overall level:
  • Average: 1.90
  • High: 6.25 in May 2025
  • Low: 0.472 in July 2025
  • First-to-last change: from 1.44 (Sep 2024) to 0.667 (Aug 2025), down ~53.6%
  • Volatility and notable moves:
  • Average absolute month-to-month change: ~48.8%
  • Largest rise: +151% from April to May 2025 (2.49 to 6.25)
  • Largest drop: −92% from May to July 2025 (6.25 to 0.472; June not observed)
  • Seasonal pattern:
  • Q4 2024 eased steadily (Oct 1.10 → Nov 1.04 → Dec 0.95).
  • Q1–Q2 2025 climbed (Jan 1.14 → Feb 2.53 → Mar 2.82 → Apr 2.49), culminating in a May spike (6.25).
  • Summer reset: July reached the period low (0.472) with a partial rebound in August (0.667).

Comparison to the global baseline

  • Overall level:
  • Average (same overlapping months): 9.53
  • High: 15.00 in August 2025; Low: 1.98 in September 2024
  • First-to-last change: +~658% (1.98 → 15.00)
  • Volatility:
  • Average absolute month-to-month change: ~64.4%, indicating a choppier global market vs Spain.
  • Relative positioning:
  • Spain is consistently below market every month in the overlap.
  • The gap ranged from ~27% lower (Sep 2024) to ~96% lower (Jul 2025), averaging about 80% lower overall.
  • Seasonal contrasts:
  • Global costs typically rise sharply in Q4 and again into late summer (July–August), while Spain’s series declined through Q4, peaked in May, and bottomed in July.

What this means for Facebook Ads benchmarks

Across the observed period, Software Development app install costs in Spain remain below average, with a May spike and a pronounced July dip, diverging from the global Q4 and late-summer cost surges. Understanding cost per app install benchmarks on Facebook Ads in industry Software Development 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 Software Development 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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