See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
July 2025 - July 2026
Detailed observation of presented data
Italy’s Cost Per App Install (CPI) tells a jagged, high-contrast story versus the global benchmark this 13‑month window. On average Italy ran materially cheaper than the global market — roughly €4.9 per install versus a global median of about €15.6 — but those averages mask dramatic month-to-month swings, from a peak near €17.2 to a trough at €0.31. 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 available in Italy compared to the global benchmark.
Italy started the period in June 2025 at about €12.6 per install and ended in June 2026 at a strikingly low €0.31 — a decline of roughly 98% from start to finish. Over the year the Italian CPI averaged ~€4.9, with a low of €0.31 (June 2026) and a high of €17.22 (April 2026). By contrast the global baseline averaged about €15.6, ranging from ~€9.34 (Dec 2025) up to ~€30.13 (Feb 2026). Monthly movement in Italy was volatile: average absolute month-to-month change was about €4.8, driven by big swings such as a ~€14.8 jump from March to April 2026 and a ~€11.6 drop from June to July 2025. Those large moves sit beside several sub‑€1 months (July 2025 and June 2026), producing a highly episodic trace rather than a smooth trend.
Rhythm across the year shows pockets of heightened cost and extended troughs. Italy’s CPI shows uplift cycles in late Q4 into early Q1 (December → January rose to ~€6.4) and an outsized spike in April 2026. Conversely, early summer months and late summer (July–August and June 2026) produced some of the lowest costs in the series. The global baseline displays its own seasonality with a major surge in February 2026 and generally higher mid‑Q3 to Q4 levels; performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1.
Across all months Italy trailed the global median. The gap varied: Italy was closest to the market in April 2026 (about 11% below the global CPI) and farthest in June 2026 (roughly 97% below). Typical monthly gaps ran from ~30% lower to more than 90% lower than the global benchmark. Volatility measured by average absolute monthly change was ~€4.8 in Italy versus ~€5.5 globally — Italy was slightly less volatile on average but featured sharper episodic spikes and plunges.
Understanding Cost Per App Install benchmarks, Facebook Ads benchmarks, country-specific ad costs, CPC trends and CPM analysis for all industries in Italy gives a textured view of CPI volatility and cross‑market gaps. This snapshot of industry ad performance for All industries available in Italy frames how CPI performance compared to global patterns across the year.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
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.
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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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.
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Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)
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.
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.
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.
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.
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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app