See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
November 2024 - November 2025
Detailed observation of presented data
Italy’s Cost Per App Install (CPI) traced a contrarian arc versus the global benchmark: a sharp rise into early 2025, a dramatic June spike, then a steep slide to late-summer lows. Across all industries, Italy averaged 9.14 per install from November 2024 through September 2025, materially below the global 14.74 average, yet with sharper swings and several standout reversals. 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.
Within Facebook Ads benchmarks, CPC trends, CPM analysis, and CTR performance set the broader context; here, the focus is CPI as a country-specific ad cost signal for app acquisition.
Italy started at 5.63 in November 2024 and closed at 2.95 in September 2025, a 48% decline across the period. The high point came in June at 31.11, while the low arrived just two months later in August at 1.04—a 97% peak-to-trough fall. The average for Italy (9.14) sat 38% below the global average (14.74).
Month by month, the narrative is pronounced:
Volatility in Italy averaged 7.51 points month over month, higher than the global 6.43, signaling a choppier CPI environment.
The rhythm is unconventional. While performance often softens in Q1 and tightens into mid-year, Italy’s CPI rose into Q1 (Q1 average 11.77) before breaking sharply lower in April and then surging in June. The second half reversed again, with Q3 averaging just 2.89—deeply discounted relative to earlier months. Globally, CPI built into late summer, whereas Italy’s late-summer levels were the softest of the year.
Quarterly averages underscore the seasonality:
Italy ran below the global benchmark in 8 of 11 months. Exceptions were January (+81% vs. global), March (+15%), and June (+11%). At its narrowest gap, Italy sat just 2% below global in February; at its widest, it trailed by 94% in August. From November to September, the global trend climbed 47% (15.83 to 23.31), while Italy fell 48% (5.63 to 2.95), highlighting opposite momentum. The June surge was a shared feature—global also peaked in June—yet Italy’s subsequent retrenchment was far more severe.
Facebook Ads benchmarks for Cost Per App Install across all industries in Italy show a market that averaged 9.14 per install, undercutting the global 14.74 but with higher volatility and pronounced seasonal swings. Understanding these CPI trends helps contextualize country-specific ad costs and compare Italy’s app install dynamics to global patterns.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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