See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
January 2025 - January 2026
Detailed observation of presented data
The headline in the data: Fitness & Training Centers are paying materially more for app installs than the broader market for most of 2025, punctuated by an extreme midsummer surge and a swift autumn reset. Cost per app install (CPI) starts the year elevated, eases into early summer, then explodes in July before collapsing to the annual low by October. In contrast, the global all‑industry benchmark shows steadier, mid-teens CPIs with a modest June peak. 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 in all countries compared to the global benchmark.
Across all countries, Fitness & Training Centers posted a 2025 CPI average of roughly $32.24 (Jan–Oct data), more than double the matched global benchmark average of $13.38 (+141%). The series opens at $31.19 in January and ends at $7.59 in October, a 76% decline from start to finish.
The year’s shape is distinctive:
Median CPI for the period landed at $19.79 (April), highlighting how atypical July and August were versus the central tendency. Month-to-month volatility averaged 106% in relative terms but drops to about 35% when excluding the July shock, versus the global benchmark’s steadier ~39%. In absolute dollars, movements averaged $26.81 per change ($17.59 excluding July), underscoring how one month reshaped the curve.
Seasonally, Fitness & Training Centers showed a softer Q1 into early Q2, easing from January’s high into a spring trough around $15–$20. This runs counter to the broader market’s June lift and steadier summer pacing. July broke the pattern with a one-month surge to $106, followed by a two-month come-down; by October, CPI reached its lowest point of the year at $7.59, below typical Q4 levels seen in the global series where competition often keeps costs elevated. The rhythm here is a first-half cool‑down, a midsummer spike, and an early‑Q4 floor—an unusually choppy cadence for Facebook Ads benchmarks on app install costs.
Against the global all‑industry benchmark, Fitness & Training Centers were above market for most months:
Across matched months, the category averaged 2.4x the global CPI. The global curve rose steadily into June and held mid‑teens into Q4, while Fitness & Training Centers fell through H1, spiked in midsummer, then undershot the market in October. The narrowest positive gap occurred in May (+30% above market), while the widest appeared in July.
In sum, Facebook Ads benchmarks for cost per app install in Fitness & Training Centers across all countries show a high-cost first half, an extreme July surge, and an October low that briefly undercut the global average. Understanding CPI trends for Fitness & Training Centers worldwide—alongside broader CPC trends, CPM analysis, and CTR performance—helps contextualize country-specific ad costs and compare industry ad performance to global patterns.
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 Fitness & Training Centers industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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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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.
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.
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.
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.
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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app