Compare mobile acquisition cost benchmarks by industry, region, and platform.
October 2025 - September 2026
Benchmark observations based on the selected data
Healthcare app-install costs tracked well below the overall market for the 13‑month window, with a clear rhythm of mid‑year rises and an extreme divergence in July 2026. 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 available compared to the global benchmark.
At a glance: median COST_PER_APP_INSTALL (CPI) for Healthcare averaged about $8.19, materially lower than the global baseline average of roughly $21.84. Healthcare showed moderate month-to-month movement for most of the period, punctuated by a sharp collapse in July 2026; the global baseline was far more volatile overall, driven by two large spikes (February and July 2026).
Healthcare CPI began July 2025 at $8.71 and finished July 2026 at $2.46 — a year‑over‑year drop of ~72%. The Healthcare series’ high point was $12.95 in June 2026 and its low was $2.46 in July 2026. Over the 13 months the median Healthcare CPI sat at ~$8.19. By contrast, the global baseline started at $9.95, averaged ~$21.84, and ended at an outsized $96.91 in July 2026 (the baseline’s single largest outlier).
Monthly swings for Healthcare were meaningful but contained: the average absolute month‑to‑month move was about $2.60. The baseline’s monthly absolute moves averaged roughly $11.5, reflecting much greater volatility driven by a February 2026 rise to $30.13 and the July 2026 spike.
Key monthly moves: Healthcare dipped early (Aug 2025 to $5.46), climbed back into the $8–9 range through autumn, eased to ~ $6.00 in Jan 2026, then rebounded into double digits by March–June 2026 (peaking $11.10 in May, $12.95 in June) before the steep fall to $2.46 in July 2026.
The series shows a modest seasonal beat into spring (Feb–Jun) with a clear mid‑year build in Healthcare CPI through May–June. Late‑year and early‑year months (Nov–Jan) were softer compared with the spring rebound. The dramatic July 2026 split — Healthcare collapsing while the baseline exploded — stands out as an outlying rhythm breaker rather than a steady seasonal pattern.
Across the window, Healthcare moved in recognizable pulses: an early summer trough-to-rebound cycle, lower winter medians, and a spring lift into Q2 before the final collapse. The global baseline reflected similar seasonal lifts but with amplified spikes in Feb and July.
Relative to the baseline, Healthcare ran materially below market throughout the year. The gap ranged from about 12% below the baseline (narrowest in June 2026) to roughly 97% below (widest in July 2026, driven by the baseline’s outlier). Most months showed Healthcare CPI around 30–60% lower than the global benchmark; February 2026 and the final month produced the largest relative divergences. Healthcare’s average monthly absolute volatility (~$2.6) was far lower than the global average (~$11.5), indicating a generally steadier trajectory except for the end‑period collapse.
Understanding COST_PER_APP_INSTALL benchmarks for Healthcare in All countries available — and how they compare to Facebook Ads benchmarks and broader CPM analysis — frames how industry ad performance and country‑specific ad costs can diverge from global CPI trends.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Healthcare industry, Facebook ad costs can be higher than average because of specialized audience targeting and compliance requirements. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPI values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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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 that show app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals can lower CPI.
Optimizing for installs increases volume. Optimizing for actions such as signups or purchases brings higher-quality users. Choose based on your goals and the importance of post-install behavior.
Align creative with the app experience, avoid misleading ads, and exclude people who already installed. Test lookalike audiences based on high-quality users rather than all installers.
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