Facebook Ads Cost Per App Install Benchmarks for Healthcare

Introduction

Healthcare app install costs across all countries moved on a very different rhythm than the global all‑industry benchmark. The year opened soft and efficient, then swung sharply higher mid–late year, with two dramatic surges in August and October. Against the global baseline, Healthcare generally ran cheaper through most months, then vaulted above market during those late-year spikes. Volatility was notably higher than the benchmark, with large month‑to‑month swings and standout extremes.

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 in all countries compared to the global benchmark.

The story in the data

Across November 2024 to October 2025, Healthcare cost per app install (CPI) averaged $12.24, ranging from a low of $4.68 in March to a high of $38.86 in October. The period began at $5.12 in November 2024 and ended at $38.86 in October 2025—an increase of more than sixfold (+659%). Notable checkpoints along the way: a modest December lift to $11.21, a trough that held March–May ($4.68–$4.99), and a steady climb into June ($7.37) and July ($13.28). The first major spike arrived in August ($31.59), followed by a sharp pullback in September ($8.66) and the period’s peak in October ($38.86).

Volatility averaged $8.45 per month in absolute moves—sharper than the global trend—driven by large swings from July to October. The biggest monthly jump came in October (+$30.20 vs. September), while the steepest drop followed August (−$22.93 into September).

Seasonal and monthly dynamics

Seasonally, Healthcare CPI displayed a classic early‑year softness—Q1 slid from $11.21 in December to the March low of $4.68—then a quiet Q2 that kept costs near the floor ($4.85–$4.99). Momentum shifted mid‑summer: July rose to $13.28, August spiked to $31.59, then September reset lower before an outsized October peak.

Looking at halves of the year, January–June averaged $6.37, while July–October averaged $23.09—over 3.5 times higher. The rhythm contrasts with the common pattern where costs firm mid‑year and intensify into Q4; here, the outsized pressure concentrated in late Q3 and October.

Country vs. Global

Compared to the global all‑industry benchmark (average $15.81 across the same months), Healthcare across all countries ran about 23% cheaper on average. It underperformed (cheaper CPI) in 8 of 12 months—most notably June (74% below market) and April–May (60–66% below). Outperformance (higher CPI than global) clustered around the late‑year spikes: January (+23%), July (+9%), August (+59%), and October (+87%). The gap was narrowest in December (11% below global) and widest in October (87% above).

Trendwise, the global benchmark climbed a measured +18% from November 2024 ($17.55) to October 2025 ($20.72), with its own mid‑year swell (June $27.90) and a July dip. By contrast, Healthcare’s path was choppier and more extreme, with average monthly swing of $8.45 versus the global’s $6.54—roughly 29% more volatile.

Closing

In short, Facebook Ads benchmarks for cost per app install in Healthcare across all countries show a low-cost first half, punctuated by late‑summer and October spikes that temporarily pushed CPI well above the global baseline. Understanding cost per app install trends helps situate Healthcare industry ad performance against broader, country‑agnostic patterns and complements how marketers interpret CPC trends, CPM analysis, and CTR performance in global benchmark comparisons.