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

Introduction

Fitness & Training Centers saw a tumultuous year for Facebook Ads cost per app install (CPI) across all countries — running well above the global benchmark for most months, then crashing to the lowest point by October. The headline: a dramatic mid-year surge pushed CPI to triple–to–eightfold the global level in July and August, before a sharp reset in early Q4. 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

Across the observed window (Nov 2024–Oct 2025), CPI for Fitness & Training Centers averaged $29.60, more than double the global all-industry average of $14.36. The series opened at $15.42 in November 2024 and ended at $7.59 in October 2025 — a 51% decline from start to finish.

Highs and lows were extreme. The low came in October ($7.59), while the high landed in July at $106.36 — nearly 7x June levels and about 8x the global July benchmark ($12.69). August cooled but remained elevated at $54.13. Outside of the July–August surge, CPI clustered in the mid-teens to low-$30s; excluding those two months, the average settles at $18.35, indicating the mid-year spike heavily skewed the annual picture.

Monthly momentum was choppy:

• Nov → Jan climbed from $15.42 to $31.19 (+56% from Dec to Jan).
• Jan → Mar eased to $15.67 (−36% from Feb to Mar).
• Apr held firmer at $19.79, then sank to $15.05 in June.
• July spiked to $106.36 (+607% month over month), slipped to $54.13 in August, then fell to $7.59 by October (−86% from August).

By comparison, the global benchmark traced a steadier curve: low in January ($7.13), peaking in June ($27.90), and holding mid-to-high teens into October ($19.14). Average month-to-month absolute movement was about $23 for Fitness & Training Centers versus roughly $6 for the global market — roughly 4x more volatile.

Seasonal and monthly dynamics

Seasonally, the global benchmark showed a familiar Q1 trough with costs building into late Q2 and early Q3. Fitness & Training Centers diverged: CPI ran unusually high through January ($31.19), softened into late Q2, then overshot dramatically in July and August before a sharp reset into October. September isn’t observed in the industry series, but by October the industry’s CPI undershot the global level, contrasting with the typical Q4 uplift seen broadly as competition rises.

Country vs. Global

Relative positioning swung widely month to month. Fitness & Training Centers were near parity in November (about 3% below global), substantially above market in December through May (+36% to +338%), and below market in June (−46%). The gap then widened to its peak in July, when CPI was roughly 8x the global level, remained nearly 3x in August, and flipped to 60% below global by October. Over the full period, the industry averaged a 106% premium to the global benchmark, though excluding July–August reduces that premium to about 28%. Range tells the same story: a $99 spread for the industry versus ~$21 globally.

Closing

Understanding Facebook Ads benchmarks for cost per app install in Fitness & Training Centers across all countries highlights a year defined by outsized mid-year costs, a rapid late-year reset, and volatility well above the global norm. While CPC trends, CPM analysis, and CTR performance add broader context to country-specific ad costs, these CPI benchmarks provide a clear read on industry ad performance against global patterns.