Facebook Ads Cost Per App Install Benchmarks for Real Estate

Introduction

The story in the global benchmark for cost per app install (CPI) is a sharp early-year dip followed by a powerful mid-year surge and an elevated finish. Median CPI slid from $15.83 in November to a January low of $7.13, then swung higher, spiking to $27.90 in June and staying above the annual average into early Q4. Month-to-month moves were pronounced, with two double‑digit swings around mid‑year, signaling a choppy auction environment. 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.

Note on coverage: the Real Estate, all‑countries time series was not present in this extract. The narrative below uses the global, all‑industry CPI benchmark as the directional reference for Real Estate across all countries.

The story in the data

Across the 12-month window (Nov–Oct), median CPI averaged $15.10, starting at $15.83 in November and ending at $19.14 in October—about a 21% lift end‑to‑end. The high point arrived in June at $27.90, more than doubling the January trough of $7.13, while the late‑Q3 peak reached $23.31 in September. Volatility was elevated: absolute month‑over‑month moves averaged $6.23, with the sharpest swings in May→June (+$16.13, +137%) and June→July (–$15.21, –55%).

The path itself reads like a series of waves. December pulled back 29% from November, and January fell another 37% to the low of the year. February rebounded 76% before a March cooldown (–30%). April and May settled around the $12–$13 band, then June broke out dramatically. After the June spike, costs normalized in July ($12.69) before climbing through late Q3 (August $18.24, September $23.31) and easing slightly into October ($19.14).

Seasonal and monthly dynamics

Seasonality shows through in the rhythm of costs. Late Q4 2024 softened into December, consistent with many markets where holiday competition can redistribute budgets and placements. Early Q1 2025 marked the trough, a common pattern as engagement rebounds but auction intensity resets. Spring steadied near the low‑teens before a mid‑year dislocation in June. The back half trend skewed higher: July was a reset from June’s spike, but August through October held above the annual average, with September the second‑highest month of the year.

Looking at halves, Jan–Jun averaged $13.46, while Jul–Oct averaged $18.34—about a 36% increase, reflecting tighter conditions and rising country‑specific ad costs into late Q3 and early Q4.

Country vs. Global

Because this cut spans all countries and only the global all‑industry series is available, the comparison frames Real Estate against the benchmark backdrop. The global line itself rose from November to October (+21%), featured a pronounced mid‑year spike, and finished the period at levels meaningfully above the annual average. If Real Estate’s CPI tracked the same shape, it would have operated within a $7–$28 range, with the narrow early‑spring band giving way to late‑summer elevation. The precise gap between Real Estate and the all‑industry global median cannot be quantified in this slice, but the benchmark sets the directional context: softer Q1, a sharp June pivot, and a firmer back half.

Closing

Understanding Facebook Ads benchmarks for cost per app install in Real Estate across all countries highlights a year of sharp swings: a January low, a June peak, and elevated late‑year levels versus the average. These CPI trends provide a clear reference point for assessing industry ad performance and CTR performance context alongside broader CPM analysis within the global benchmark.