Facebook Ads Cost Per App Install Benchmarks in Spain

Introduction — the main story

Spain’s cost‑per‑app‑install (CPI) series was choppy and high‑variance across the 12 months observed, running well above the global benchmark on average but punctuated by two dramatic troughs. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for All industries in Spain compared to the global benchmark.

The story in the data

Spain started the period in June 2025 at about 35.67 per install and closed the 12‑month window in May 2026 at roughly 34.93 — a small net decline of about 2% from start to finish. Across the year Spain’s median monthly CPI averaged about 25.35, versus a baseline (global) average of roughly 15.86 — approximately 60% higher than the global benchmark.

Highs and lows were extreme: the peak was 38.95 in March 2026; the troughs were 2.44 in November 2025 and a near‑zero 0.76 in January 2026. The month with the largest single drop was October→November (−35.58 points, about −94%), and the largest single rebound was January→February (+27.83 points), a roughly 3,600% increase relative to the January trough. Those swings show Spain’s CPI moving between double‑digit highs and near‑zero lows within a single quarter.

Volatility metrics underline the instability: the standard deviation across months is about 13.2 points (coefficient of variation ~52%), and the mean absolute month‑to‑month swing was ~12.6 points — roughly half of the average CPI level. In plain terms, Spain’s CPI was far more volatile than the global pattern during the same months.

Seasonal and monthly dynamics

The series shows several pulses rather than a smooth seasonal curve. Early summer (June–October 2025) sat at elevated levels (30–39), then a precipitous collapse in November and another trough in January. February–March saw aggressive rebounds into the high 20s–high 30s, followed by a mid‑spring pullback in April (around 20) and a late‑spring return to the mid‑30s in May.

This rhythm contrasts with the baseline’s more muted swings. The global benchmark exhibits a noticeable spike in February 2026 (≈30.13) but otherwise remains in a narrower 9–19 band for most months. Spain’s pattern is jumpy: brief, deep plunges and equally sharp recoveries dominate the calendar rather than predictable quarter‑end moves.

Country vs. Global

Relative to the global benchmark, Spain was usually above market levels but with clear exceptions. Spain trailed the global CPI in November, December and January (notably January at ~0.76 versus a baseline ~12.83), and narrowly trailed in February (28.59 vs baseline 30.13). At its narrowest gap Spain was modestly below the benchmark; at its widest, Spain exceeded global CPI by more than 135% (March). Across the full sample Spain’s average CPI ran about 60% above the baseline, and Spain was considerably more volatile (Spain CV ~52% vs baseline CV ~33%).

This account of Facebook Ads benchmarks, CPC trends, CPM analysis and CTR performance for cost‑per‑app‑install shows Spain’s country‑specific ad costs were marked by episodic spikes and troughs, making its industry ad performance more uneven than the global pattern.

Understanding cost‑per‑app‑install benchmarks for all industries in Spain helps advertisers evaluate engagement and compare country‑level ad performance to global patterns.