Facebook Ads Cost Per App Install Benchmarks for Real Estate

Introduction

Across all countries, cost-per-app-install moved through the year with a clear mid-year lift, an autumn plateau, and a late-year dip before rebounding. June marked the sharpest surge, while January opened at the lowest point and December closed soft. Volatility wasn’t subtle: several months swung by mid-to-high single digits in dollar terms. 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 is not available in this extract. The global benchmark therefore provides the market backdrop for interpreting cost-per-install dynamics.

The story in the data

Global cost per app install averaged about $13.58 across the period (median $13.51). It began at $7.10 in January 2025 and ended at $15.39 in January 2026, a +117% lift year over year. The year’s high arrived in June at $23.76—more than triple the January low and roughly 75% above the overall average. The low was that January start.

Momentum pushed upward in Q1–Q2: January ($7.10) rose to February ($11.63), dipped in March ($8.92), and accelerated through April ($13.51) and May ($12.32) into the June peak ($23.76). A reset followed: July fell back to $10.77, then the market climbed into a mid-teens band—August ($15.61), September ($16.17), and October ($16.39). Costs then softened in November ($14.57) and reached a late-year trough in December ($10.43) before rebounding in January 2026 ($15.39).

Monthly volatility averaged about $4.50 in absolute dollar terms, with the largest single move a June jump of roughly $11.43 versus May. On a percentage basis, average absolute month-over-month change was about 36%, highlighting choppy month-to-month conditions.

Seasonal and monthly dynamics

The first half averaged about $12.87, buoyed by the outsized June spike. The second half edged higher at about $14.00, but the shape differed: a July reset, a steady mid-teens plateau from August through October, then softer pricing in November–December before a January rebound. Q3 averaged roughly $14.18, Q4 about $13.80. The rhythm—mid-year inflation, autumn stabilization, and a December trough—frames the broader backdrop for app-install pricing. While platform norms often see Q4 competition intensify, this series notably eased into December before snapping back in January.

Country vs. Global

Because the Real Estate, all-countries time series isn’t present here, a direct gap-to-market view (e.g., “above market” or “below market” by percentage) cannot be quantified. In this context, the global curve serves as the benchmark for industry ad performance across markets: a low of $7.10, a high of $23.76, an average around $13.58, and a characteristic pattern of mid-year escalation, late-year softness, and a new-year rebound. Any Real Estate read across all countries would be interpreted against these Facebook Ads benchmarks until industry-specific monthly medians are available.

Closing

Understanding Facebook Ads cost-per-app-install benchmarks for the Real Estate industry across all countries helps marketers contextualize country-specific ad costs, compare CPI alongside CPC trends, CPM analysis, and CTR performance, and recognize how industry ad performance aligns with global patterns over the year.