Facebook Ads Cost Per App Install Benchmarks in Italy

Introduction

Italy’s cost per app install (CPI) in 2025 told a two-act story: a high-cost start, a sharp mid-year swing, and a second-half plateau at notably low levels. Across all industries, Italy averaged 5.44 per install for the year—about 59% below the global benchmark average of 13.37. The market briefly ran above market in January and hovered near parity in February–March, then fell dramatically from April onward, diverging from a global trend that stayed elevated through most of the year. Volatility in Italy was concentrated around a June spike and a July trough, while the back half of the year settled into a low, steady rhythm.

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 Italy compared to the global benchmark.

The story in the data

Italy opened the year expensive at 12.88 in January, eased to 11.39 in February and 9.03 in March, then reset to 2.90 in April and 2.30 in May. June produced an abrupt upswing to 12.58—the second-highest point of the year—followed by a collapse to the annual low of 0.95 in July. From there, CPI rebuilt gradually: 1.31 in August, 2.76 in September, 3.85 in October, and back to the low 2.6–2.7 range in November–December.

• Annual average: 5.44 (vs. global 13.37)
• High/low: 12.88 (January) / 0.95 (July), a 13.5x spread
• End-state: 2.65 in December, down 79% from January
• Month-to-month volatility: 3.33 on average (vs. global 4.57), with the largest shifts May→June (+10.28) and June→July (−11.62)

Globally, CPI peaked at 23.76 in June and remained elevated through October (14.6–16.4) before easing into December at 9.32. Italy’s extreme June–July pivot stands out against this steadier global arc.

Seasonal and monthly dynamics

The first quarter in Italy was comparatively costly, with January the local peak. A structural break arrived in April–May as CPI reset into low single digits. June briefly mirrored global inflation with a sharp rise, but Italy diverged immediately after: July marked the year’s trough, and August–December held a low plateau between roughly 1.3 and 3.9, with a modest lift in October. This formed a H1 vs. H2 split—Italy’s second-half average (2.37) was 72% lower than its first half (8.51), while the global benchmark increased modestly from H1 (12.87) to H2 (13.87).

In short, global CPI typically stayed firm through midyear and into early Q4, whereas Italy’s costs cooled dramatically after June and remained subdued through year-end.

Country vs. Global

Italy’s CPI averaged 59% below the global benchmark for the year. The market ran above global in January (+82%) and roughly in line in February (−2%) and March (+1%). From April onward, Italy consistently under-ran global costs:

• April–June: 47–79% below global
• July–December: 72–92% below global, with the widest gap in August (−92%)

The gap narrowed the most in February (−2%) and widened in August. Italy’s range was more extreme (13.5x high-to-low vs. 3.4x globally), even though its average month-to-month swings were smaller, reflecting a market with a few sharp pivots followed by a long, stable low-cost period.

Closing

Understanding Facebook Ads benchmarks for cost per app install across all industries in Italy shows a year defined by a high-cost start, a June spike, and a sustained low-cost second half, consistently below global levels. This CPI analysis provides country-specific ad costs for Italy and a clear view of how all-industry app install pricing compared to the global trend in 2025.