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) charted a dramatic year: under the global benchmark for most months, briefly spiking above it mid‑year, then plunging to some of the lowest levels observed. The shape is distinctive—an early‑year lift, a sharp June peak, and an unusually soft Q3 that kept CPIs far below global norms. Volatility was slightly higher than the worldwide pattern, with June and July standing out as the most extreme swing.
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.
Across November 2024 through September 2025, Italy’s median CPI averaged 8.83, ranging from a high of 31.11 in June to a low of 0.85 in July. The period opened at 5.63 in November 2024 and closed at 2.95 in September 2025, a 48% decline end‑to‑end.
The monthly rhythm was choppy:
Month‑to‑month volatility averaged 7.54 points, slightly higher than the global benchmark’s 6.99, signaling sharper swings—especially the June peak and July trough.
Seasonality manifested in two clear phases. Early Q1 in Italy was stronger, with CPIs elevated through January and February before softening into April. A mid‑year surge in June mirrored the global spike, but Italy overshot the market, then reset sharply lower. Q3 was notably subdued: July through September averaged just 1.73, marking a prolonged period of low country‑specific ad costs for app installs.
In contrast to typical Q4 competition patterns seen globally, Italy’s late‑2024 CPIs were already restrained. The year’s defining dynamics, however, centered on the mid‑year crest and a prolonged Q3 lull.
Relative to the worldwide Facebook Ads benchmarks, Italy averaged 8.83 vs. the global 15.36—about 43% below overall. The global curve fell into a January low (7.22), surged to June (27.90), dipped in July (12.24), then climbed to September (22.72), ending the period up roughly 30%. Italy moved the other way, ending down 48%.
Italy sat above market in three months—January (12.88 vs. 7.22), March (10.19 vs. 9.17), and June (31.11 vs. 27.90). The gap was narrowest in February (12.23 in Italy vs. 12.87 globally, about 5% lower) and widest in July, when Italy’s CPI was roughly 93% below global levels (0.85 vs. 12.24). By quarter:
Volatility was marginally higher in Italy (+8% vs. global average change), but the amplitude of the June–July swing is what truly sets the country apart.
Understanding Facebook Ads cost per app install benchmarks for all industries in Italy—alongside CPC trends, CPM analysis, and CTR performance—helps quantify country-specific ad costs versus global patterns. Italy’s CPI story this cycle: a strong Q1, a pronounced June spike, and an exceptionally soft Q3, consistently benchmarking below the global average for most months.
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