Facebook Ads Cost Per App Install Benchmarks for Healthcare

Introduction

Healthcare app acquisition costs ran cheaper and steadier than the market in 2025, with a distinct two‑act story: a Q1 comedown into spring, a long mid‑year climb that crested in October, and a dramatic November dip before a December rebound. Compared to the global all‑industry benchmark, Healthcare stayed consistently below market after January, with a much tighter trading range and lower volatility. 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

Cost per app install (CPI) for Healthcare averaged $6.40 across all countries in 2025, starting at $8.87 in January and ending at $7.21 in December (−19% from the year’s open). The annual high landed in October at $8.98, while November set the low at $4.49, producing a full‑year range of $4.49. Month to month, absolute moves averaged $1.70, signaling relatively contained swings.

Momentum arrived in distinct waves:

• January to March fell from $8.87 to $4.68 (−47% from Jan to Mar), then stabilized through May near ~$4.85–$4.99.
• A mid‑year lift emerged June to October, moving from $6.23 to the $8.98 peak. Notable steps included +28% in June, +29% in August, and +15% in September–October.
• November abruptly halved from October’s peak (−50%), before a +61% rebound in December to $7.21.

Quarterly cadence shows the rhythm clearly: Q1 averaged $7.00, Q2 softened to $5.36, Q3 recovered to $6.33, and Q4 firmed to $6.89.

Seasonal and monthly dynamics

Seasonally, Healthcare CPI tended to ease through late Q1 into Q2, a common trough period, then firmed across Q3, with a pronounced October spike typical of rising late‑year demand. The outlier was November’s sharp downdraft to the annual low, followed by a meaningful December recovery that brought costs back near the annual mean. Across the year, H2 averaged $6.61 versus $6.18 in H1, a modest +7% lift.

Country vs. Global

Against the global all‑industry Facebook Ads benchmarks, Healthcare remained markedly below market on CPI. The global benchmark averaged $13.37, more than double Healthcare’s $6.40 (−52% vs. market). Volatility also diverged: average monthly absolute change was $4.57 for the global benchmark versus $1.70 for Healthcare, indicating much sharper swings in the broader market.

Only January ran above market for Healthcare (+25% vs. the global benchmark). From February onward, Healthcare stayed below market by 23% to 74% each month. The narrowest gap came in December (−23% vs. market), while the widest gap occurred in June (−74%). Directionally, the global benchmark climbed into a June–October plateau with large mid‑year spikes, whereas Healthcare traced a gentler, more stepwise ascent culminating in October, then a sharper November reset.

Closing

Facebook Ads benchmarks for cost per app install show Healthcare apps across all countries averaging $6.40 in 2025, well below the $13.37 global all‑industry baseline, with lower volatility and a clear mid‑year build into an October peak. Understanding CPI performance for Healthcare across all countries helps marketers interpret country‑aggregated ad costs and compare industry ad performance to global patterns.