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Facebook Ads Cost Per App Install Benchmarks for Real Estate in Italy

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Cost Per App Install for Real Estate in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-app-install benchmarks

This analysis looks at cost-per-app-install trends for industry Real Estate and target country Italy compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • No selected data was available for Real Estate in Italy for the period provided, so a direct comparison to the global baseline is not possible.
  • The global baseline shows a clear seasonal pattern: a run-up into November, a pullback in December and early Q1, and a sharp mid-year surge.
  • Volatility in the global series is high, with average month-to-month absolute moves of about 74%.
  • From September 2024 to September 2025, the global median cost-per-app-install rose roughly 10.6x (+1,061%), ending the period substantially above early levels.

Selected segment overview

  • Data availability: No monthly observations were reported for Real Estate in Italy in the period analyzed. As a result, segment-specific averages, highs/lows, and volatility metrics are not available, and relative positioning versus the market cannot be determined.

Global baseline trend (all industries, all countries)

  • Average across the period: $11.85.
  • Low: $1.98 in September 2024.
  • High: $26.21 in June 2025.
  • Start-to-end change: from $1.98 (Sep 2024) to $22.99 (Sep 2025), up approximately +1,061% (+$21.01).
  • Notable spikes:
  • October to November 2024: +131% (from $6.20 to $14.28).
  • May to June 2025: +151% (from $10.43 to $26.21), the sharpest monthly surge.
  • August to September 2025: +53% (from $15.00 to $22.99).
  • Notable dips:
  • November to December 2024: −40% (from $14.28 to $8.52).
  • February to March 2025: −40% (from $11.36 to $6.87).
  • Months above the period average ($11.85): November 2024, June 2025, July 2025, August 2025, and September 2025, with June and September standing out as materially above market average.

Seasonality and volatility

  • Q4 pattern: Costs rose into November, then eased in December—consistent with typical holiday-driven dynamics.
  • Q1 softness: January and March were among the lower points of the year.
  • Mid-year escalation: June 2025 set the period high, followed by elevated late-summer levels and another surge in September.
  • Volatility: The global series moved, on average, about 74% month to month in absolute terms, indicating a highly dynamic market environment.

Comparison to the baseline

  • Because no data was available for Real Estate in Italy, we cannot determine whether the segment is above market, below average, or in line with overall trends. The global baseline serves as the directional benchmark for this period.

Understanding cost-per-app-install benchmarks on Facebook Ads in industry Real Estate and Italy helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting Italy, advertisers should consider local market factors and user behavior. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Italy Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 25Liberation Day
May 1Labour Day
Jun 2Republic Day
Aug 15Ferragosto
Nov 1All Saints' Day
Dec 8Immaculate Conception
Dec 25Christmas Day
Dec 26St. Stephen's Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)

Potential Advertising Impact

CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.

What's a good CPI for iOS vs Android in 2025?

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.

Why is my app install cost higher in some countries?

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.

What creatives drive the lowest CPI on Facebook?

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.

Should I optimize for installs or in-app actions?

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.

How do I lower CPI without tanking app retention or quality?

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.

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