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Facebook Ads Cost Per App Install Benchmarks for Healthcare in Italy

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Cost Per App Install for Healthcare in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Cost per app install benchmarks: key takeaways

  • No selected series is available for Healthcare in Italy, so this summary focuses on the global baseline for context.
  • Globally, the average cost per app install over the last 12 months was 12.67, with a low of 6.20 (October) and a high of 26.21 (June).
  • Costs rose 271% from the first to the last month in the period (October 2024 to September 2025), ending with an elevated September (22.99).
  • Volatility was material: the average month‑to‑month swing was about 6.50, with 6 increases and 5 decreases; the largest spike occurred in June and the sharpest pullback in July.
  • Seasonality in this sample shows a rise into November, a cool-down December–March, a spring rebound, a June peak, a July correction, and a renewed climb into September.

Scope and context

This analysis looks at cost per app install trends for industry Healthcare and target country Italy compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Selected series (Healthcare, Italy)

  • No monthly observations were provided for Healthcare in Italy. As a result, we cannot report a local average, highs/lows, or volatility, and we cannot label the market as above or below global norms for this period.
  • The sections below summarize the global baseline to offer a directional benchmark until local data is available.

Global baseline benchmarks

  • Average cost per app install: 12.67 across the last 12 months.
  • High and low:
  • Lowest month: October 2024 at 6.20.
  • Highest month: June 2025 at 26.21.
  • Range: 20.02 between low and high.
  • Start-to-end change: from 6.20 in October 2024 to 22.99 in September 2025, up about 271%.
  • Notable spikes and dips:
  • Largest increase: May → June, +15.78 (10.43 to 26.21).
  • Sharpest decline: June → July, −13.86 (26.21 to 12.35).
  • Month-to-month volatility:
  • Average absolute change: ~6.50.
  • Frequency: 6 increases vs. 5 decreases.

Seasonal patterns observed in the period

  • Q4 build-up: Costs rose into November (14.28) from an October low, then cooled in December–January (8.52 → 6.36).
  • Early-year trough and rebound: After a March dip (6.87), costs recovered through April–May (11.51 → 10.43) and peaked in June (26.21).
  • Midyear correction and pre-Q4 climb: July corrected to 12.35, followed by gains in August (15.00) and a strong September (22.99).

Comparison vs. selected market (Healthcare, Italy)

  • Because the Healthcare, Italy series is empty, we cannot determine whether local costs are above market, below average, or in line with overall trends. The global series serves as the current benchmark reference.

Understanding cost per app install benchmarks on Facebook Ads in industry Healthcare and Italy 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 Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. For campaigns targeting Italy, 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.

Italy Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 25Liberation Day
May 1Labour Day
Jun 2Republic Day
Aug 15Ferragosto
Nov 1All Saints' Day
Dec 8Immaculate Conception
Dec 25Christmas Day
Dec 26St. Stephen's Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.

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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