Facebook Ads Cost Per App Install Benchmarks in Spain

Introduction

Spain’s app-install market told a tale of extremes: ultra-low Cost per App Install (CPI) for much of the year, punctuated by a dramatic two‑month surge in late spring. Across all industries, Spain largely tracked below the global Facebook Ads benchmarks through Q1 and late Q3–Q4, then leapt far above the market in May–June before settling back to minimal costs. The result is an average that sits close to the global level, but with far sharper swings and standout outliers.

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 opened at a CPI of 11.66 in November 2024 and closed at just 0.62 by November 2025, a 95% drop year over year. The annual high arrived in June 2025 at 74.99, while the low was in January at 0.60. Averaged across available months, Spain’s CPI landed at 16.52, close to the global average of 15.91, but the path there was far choppier.

The timeline reads like a whiplash: a steep fall from November 2024 to January 2025 (−95%), a measured rebound by April (5.99), and then a sharp lift into May (50.00) and an even stronger June peak (74.99). From there, CPI collapsed to 2.30 in July and hovered at low single digits through August (1.10) and September (1.45), returning to sub‑1 levels by November (0.62). Spain’s average month‑to‑month swing was 20.1 points, more than three times the global benchmark’s 6.3, signaling materially higher volatility.

Seasonal and monthly dynamics

Seasonality was pronounced. Spain’s CPI was exceptionally soft in early Q1, at a fraction of typical country‑specific ad costs. It firmed modestly by April and then surged through late spring, peaking in June—an atypically elevated period relative to the rest of the year. After the June crest, costs unwound quickly into July and stabilized at very low levels across late summer and early fall, with a soft print in November.

Globally, CPI followed a more familiar rhythm: weaker in January, steadily rising into late Q2 (peaking in June), staying relatively elevated through early Q3, then easing into Q4. Spain mirrored the timing of the global lift into June but amplified it dramatically—and then overshot the global cooldown on the way down.

Country vs. Global

Compared with the global benchmark, Spain was mostly below market except during its late‑spring spike:

• November 2024: Spain trailed by 34% (11.66 vs. 17.55).
• January 2025: 92% below global (0.60 vs. 7.22).
• April 2025: 59% below (5.99 vs. 14.74).
• May 2025: 315% above (50.00 vs. 12.05).
• June 2025: 169% above (74.99 vs. 27.90).
• July–September: 81–95% below global.
• November 2025: 96% below (0.62 vs. 17.18).

At its narrowest gap, Spain sat roughly one‑third below market (November 2024). At its widest, it was 96% under (November 2025). The two months of overperformance were notable outliers, while the rest of the period showed consistent under‑market costs. The range of Spain’s CPI (0.60 to 74.99) was about 3.6x the global range across the same window, reinforcing Spain’s more volatile industry ad performance profile.

Closing

In sum, Facebook Ads cost‑per‑install benchmarks across all industries in Spain show a year defined by low costs punctuated by a brief, intense spike in late spring. These CPI trends, considered alongside broader Facebook Ads benchmarks, CPC trends, CPM analysis, and CTR performance context, help quantify country‑specific ad costs and compare Spain’s app‑install dynamics to global patterns.