Facebook Ads Cost Per App Install Benchmarks for Fitness & Training Centers

Introduction

Fitness & Training Centers saw a dramatic, above-market year for Cost Per App Install (CPAI) across all countries, marked by a sharp New Year lift, a spring cooldown, then an extreme midsummer spike that reset the range before a steep Q4 pullback. Compared to the global benchmark, this category ran pricier and notably more volatile, with July standing out as a true outlier.

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 Fitness & Training Centers across all countries compared to the global benchmark.

The story in the data

CPAI opened at $15.42 in November 2024 and closed at $7.59 in October 2025, a 51% decline end-to-end. The category averaged $29.60 across observed months, nearly double the global benchmark’s $15.18 over the same periods. The high was an exceptional $106.36 in July, while the low landed at $7.59 in October. Outside of the summer surge, most readings sat in the mid-teens to low-$20s.

Monthly rhythm shows a classic New Year swell: December rose to $20.02, January peaked at $31.19, then costs eased through late Q1 into spring—$24.36 in February and $15.67 by March. A mild rebound in April ($19.79) gave way to a softer May–June floor ($16.06 and $15.05). Then the inflection: July blasted to $106.36 (+607% vs. June), more than halving to $54.13 in August, before sliding to the cycle low of $7.59 by October.

Volatility averaged a 23-point swing per observed interval—about 3.4x the global baseline’s 6.8-point average. Excluding the July–August breakaway, the category’s typical shift was closer to 11 points, still choppier than the market.

Seasonal and monthly dynamics

Seasonality reads as: elevated in early Q1, gentler into late spring, an atypically severe price run-up in mid-summer, and a pronounced softening into Q4. January was the early peak ($31.19); June set a near-term floor ($15.05) before July’s outsized jump. By October, CPAI settled well below early-year levels, underscoring how the midsummer spike reshaped the annual range rather than establishing a sustained plateau.

Globally, the pattern differed: the market dipped to a January low ($7.22), climbed toward a June high ($27.90), eased in July, and held in the high teens to low $20s into October ($20.72). The Fitness & Training Centers path was therefore more abrupt and less symmetrical.

Country vs. Global

Across all countries, Fitness & Training Centers ran above the market in 8 of 11 observed months and averaged roughly 95% higher CPAIs than the global benchmark. The gap ranged from slightly below market in November (−12%) to a dramatic July premium of +769% (about 8.7x the global figure). The narrowest positive gaps appeared around April–May (+33–34%). Notable under-market readings showed up in June (−46%) and October (−63%), when global CPAIs were comparatively elevated.

Globally, the trend climbed steadily from January to June (+286%), while Fitness & Training Centers fell into June (−52% from January), then spiked abruptly in July before retracing into Q4. In short, the market moved with a broad seasonal swell; the category moved with sharper amplitude and timing shifts.

Closing

Understanding Facebook Ads benchmarks for Cost Per App Install in Fitness & Training Centers across all countries highlights a year defined by early strength, an outsized midsummer surge, and a Q4 reset—materially pricier and more volatile than the global baseline. While this view centers on CPAI, advertisers often consider it alongside CPC trends, CPM analysis, and CTR performance to contextualize country-specific ad costs and industry ad performance.