Compare mobile acquisition cost benchmarks by industry, region, and platform.
October 2025 - September 2026
Benchmark observations based on the selected data
Italy’s cost-per-app-install (CPI) trend tells a story of low baseline costs punctuated by sharp, short-lived spikes. Over the 12-month window from July 2025 to June 2026, Italy ran consistently below the global median — much cheaper on average — but with extreme month-to-month swings and a dramatic April peak. 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’s median cost per app install started at roughly $0.95 in July 2025 and closed the period at about $0.34 in June 2026 — a net decline of approximately 65% from start to finish. Across the year the Italy series averaged about $4.23 per install, with values ranging from a low of $0.34 (June 2026) to a high of $17.22 (April 2026). Volatility was pronounced: month-to-month absolute changes averaged about $4.12, and the series’ standard deviation was roughly $4.46, a sign of outsized variation driven largely by the April surge.
Key monthly moves include a steady sub-$4 run through autumn (Jul–Oct 2025), a January bump to ~$6.40, a brief dip in February (~$1.66), and then the abrupt April spike to $17.22 — the single largest monthly increase. May settled back to about $8.14 before June collapsed to the period low near $0.34. Those three months (Apr–Jun 2026) account for the most dramatic momentum swing in the dataset.
Seasonal rhythm is mixed: early Q3 through Q4 2025 shows modest, gradual increases (July to October), followed by a lower-variance winter where December sits near $2.53. January shows a mid-winter lift to $6.40, while February returns to a low point. The spring run is the standout: April’s abrupt jump to $17.22 breaks the prior pattern of sub-$7 months and introduces large oscillation into Q2, before a rapid unwind through May and June. This pattern reads as episodic competition or market noise concentrated in April, producing a short-lived but powerful peak.
Against the global benchmark for the same months, Italy is materially cheaper. The global median across July 2025–June 2026 was about $15.58 per install versus Italy’s $4.23 — roughly 73% lower on average. Italy trailed global levels by varying degrees: in April the gap narrowed (Italy was only ~11% below the global median that month), while in June the gap widened dramatically (Italy about 98% below the global level). Other months typically saw Italy 40–95% below global medians — a consistent, below-average cost curve but a more volatile one, especially around the April spike.
Across common marketing lenses — Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance and broader country-specific ad costs — Italy’s cost-per-app-install profile stands out for low central tendency paired with episodic volatility. This snapshot of Cost per App Install benchmarks for all industries in Italy provides a data-grounded view of how Italy’s industry ad performance compares to global patterns.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Italy, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPI values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)
CPM and CPC may increase during spring holidays as Italians travel or spend time on leisure. Ferragosto may increase competition for travel and hospitality ads while retail CPMs fall. Ad demand rises in late November and December. 'Ponte' long weekends may change ad pacing and improve 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 that show app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals can lower CPI.
Optimizing for installs increases volume. Optimizing for actions such as signups or purchases brings higher-quality users. Choose based on your goals and the importance of post-install behavior.
Align creative with the app experience, avoid misleading ads, and exclude people who already installed. Test lookalike audiences based on high-quality users rather than all installers.
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