See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
January 2025 - January 2026
Detailed observation of presented data
Cost per app install told a two-act story this year: a soft, low-cost start, a sharp mid‑year spike, and a firming finish. Across all countries, the global Facebook Ads benchmark for Cost Per App Install averaged about $13.85 over the last 13 months, starting at $10.62 in December 2024 and closing at $17.03 in December 2025. The year’s extremes were pronounced—January set the low at $7.07, June surged to a $23.76 high, and the back half settled into a tighter, elevated band. 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 Real Estate across all countries compared to the global benchmark.
Note: Real Estate–specific, all‑countries time series was not available for this window. The narrative below reflects the global Cost Per App Install benchmark as the best directional proxy for industry ad performance.
Momentum was uneven. January marked the trough (−33% vs. December), then February rebounded to $11.63 (+64% vs. January), only to dip again in March ($8.92). Q2 accelerated: April ($13.51) and May ($12.32) led into a dramatic June spike to $23.76 (+93% month over month). July unwound much of that jump, falling to $10.79 (−55% vs. June), before a steady climb: August ($15.98), September ($16.11), and October ($16.64). November softened to $15.66, and December lifted to $17.03, the second-highest month of the year.
Seasonality was clear. Q1 was the softest quarter, averaging about $9.21. Q2 led the year at $16.53, heavily influenced by the June surge. Q3 reset lower but stayed elevated at $14.29, and Q4 remained firm at $16.45. The second half averaged ~$15.37—about 19% higher than the first half’s ~$12.87. From August through December, costs clustered in a narrow upper band (mid‑$15s to low‑$17s), suggesting a stabilized, more competitive environment into year end. Typical late‑year dynamics—broader advertiser pressure and sustained auction intensity—were reflected in that higher plateau.
Because Real Estate across all countries lacked a distinct time series in this period, a direct comparison to the global benchmark cannot be quantified. In the absence of segment-level variation, the global line serves as the reference curve: a low-cost Q1, an outsized Q2 peak (June), a corrective July, and a consistent, above-average run from August onward. Notably, five of the final six months sat above the annual average of $13.85, underscoring a higher-cost closing stretch for app installs.
In summary, Facebook Ads benchmarks for Cost Per App Install show a volatile year with a Q2 spike and a firmer Q4 finish. While Real Estate across all countries did not surface separate month-by-month results here, the global pattern offers a clear context for industry ad performance and country-specific ad costs. Understanding Cost Per App Install benchmarks for the Real Estate industry across all countries helps marketers interpret CPI trends alongside broader CPM analysis and CTR performance patterns within the global marketplace.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Real Estate industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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:
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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