Facebook Ads Cost Per App Install Benchmarks for Real Estate

Introduction

Global cost per app install spent the past year on a rollercoaster: a soft, bargain Q1, a dramatic mid‑year spike, and a high-but-cooling finish that landed almost exactly where it started. Across all countries, the Facebook Ads benchmark for CPI began at 17.55 in November 2024, sank to a January low, surged into June, and then eased through autumn. Volatility was notable, with several double‑digit month‑over‑month swings and a sharp June–July whipsaw. 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 in all countries compared to the global benchmark. (Segmented monthly data for Real Estate across all countries was not available in this pull, so the global line provides the comparison context.)

The story in the data

From November 2024 to November 2025, the global median CPI averaged 15.91, ranging from a low of 7.22 in January to a peak of 27.90 in June. The period opened at 17.55 (Nov 2024) and closed at 17.18 (Nov 2025), a modest 2% decline, but that calm endpoint belies the journey. Month‑to‑month volatility averaged 6.29 points, with the biggest jump coming in May→June (+15.85) and the steepest correction immediately after in June→July (−15.66). Six of the 13 months sat above the period average.

The cadence was clear. Q1 tracked at a discounted 9.75 on average (Jan–Mar), rising sharply in Q2 to 18.23 (+87% vs. Q1), punctuated by the June high. Q3 held that elevation—averaging 18.28—with August (19.88) and September (22.72) forming a strong late‑summer plateau. October remained elevated at 20.72 before easing to 17.18 in November. In total, CPI nearly quadrupled from the January trough to the June peak (+286%), then settled into a higher, yet more stable, late‑year band.

Seasonal and monthly dynamics

Seasonality emerged in two acts: a soft start and a mid‑year surge. Q1 was the downcycle, with January marking the year’s low, followed by a rebuild through February and a brief March pullback. The April–June run delivered the decisive lift, culminating in June’s standout high. A fast July correction reset the market, while August through October formed a strong but steady stretch averaging about 21. November’s moderation placed costs back near the opening level. Notably, December 2024 was also subdued (12.61), illustrating that Q4 in this series was mixed: October was competitive, but year‑end was not uniformly elevated.

Country vs. Global

Because a month‑by‑month series for Real Estate across all countries was not present in this dataset, a direct gap versus the global benchmark cannot be quantified. The global CPI curve therefore serves as the reference for country‑specific ad costs and industry ad performance context: soft in Q1, elevated mid‑year with a June spike, resilient through late summer, and easing into November.

Closing

Taken together, these Facebook Ads benchmarks show CPI dynamics that matter for Real Estate across all countries: a low January, a June apex, and a high-but-cooling finish close to the starting point. Understanding cost per app install benchmarks for the Real Estate industry across all countries helps advertisers read market rhythm and compare performance to global patterns. While CPC trends, CPM analysis, and CTR performance offer complementary views, this report centers on CPI to anchor benchmarks for the Real Estate category globally.