Facebook Ads Cost Per App Install Benchmarks for Healthcare

Introduction

Healthcare app acquisition costs spent most of the year below the broader market, then swung sharply higher late in the period. The global Healthcare median Cost per App Install (CPAI) hovered at modest levels through spring, climbed into summer, spiked in August, briefly cooled in September, and finished with a new high in October — a choppier arc than the all‑industry benchmark. Volatility was a defining feature, with wider peaks and deeper troughs than the market overall.

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 Healthcare across all countries compared to the global benchmark.

The story in the data

Healthcare CPAI began at $5.12 in November 2024 and ended at $38.86 in October 2025, a late‑period surge after months of restraint. The average over the 12 months was $12.24, with a low of $4.68 in March and interim steadiness around $5.00 across March–May. A gradual lift emerged in June ($7.37) and July ($13.28), followed by a sharp jump in August ($31.59), a pullback in September ($8.66), and a new period high in October ($38.86).

Month-to-month movements were sizable. Absolute changes averaged $8.45, indicating sharper swings than the global all‑industry benchmark’s $6.23. The Healthcare range was wide — $34.18 between its high and low — versus a $20.77 range for the global benchmark.

Seasonal and monthly dynamics

Seasonality split the year into clear chapters:

• Early‑year softening: December–March trended down toward the March low, with values consolidating near $5 through May.
• Summer lift: June and July brought a steady rise, culminating in August’s spike.
• A brief reset: September retraced sharply, remaining well below the broader market that month.
• Q4 pressure: October opened with the highest CPAI of the period, consistent with intensifying competition typical of late‑year cycles.

Notably, Healthcare diverged from all‑industry patterns in key months. Where the global market popped in June and again in September, Healthcare stayed muted in June and eased in September before its October leap.

Country vs. Global

Across all countries, Healthcare’s CPAI averaged $12.24, about 19% below the all‑industry benchmark at $15.10. It underperformed the global level in 8 of 12 months, at times substantially: June sat 74% below the benchmark, and May and September were each more than 60% below. The narrowest gap appeared in December (roughly 1% under). When Healthcare ran above market, it did so decisively — July was 5% higher, August was 73% higher, and October more than doubled the benchmark (+103%). The global benchmark rose into June ($27.90) and stayed elevated in September ($23.31), while Healthcare’s momentum concentrated in late Q3 and early Q4.

Closing

Understanding Facebook Ads benchmarks for Cost per App Install in the Healthcare industry across all countries highlights a year defined by low spring costs, a summer build, and abrupt late‑year spikes — with Healthcare generally below the global average but notably more volatile than the all‑industry trend. This CPAI analysis of Healthcare app installs across all countries helps marketers evaluate country‑specific ad costs, compare industry ad performance, and contextualize CTR performance, CPM analysis, and broader CPC trends within global Facebook Ads benchmarks.