See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
February 2025 - February 2026
Detailed observation of presented data
The headline in the data is clear: Healthcare app install costs across all countries ran well below the global benchmark for most of the year, with steadier month-to-month movement and fewer severe spikes. The category opened the year elevated, fell into a spring trough, rebuilt through late summer, and peaked in October before a sharp November break and a December reset. This subdued volatility contrasts with a much choppier and costlier global pattern, which surged mid-year.
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.
For 2025, Healthcare’s median Cost Per App Install averaged $6.41 across all countries, ranging from a low of $4.68 in March to a high of $8.98 in October. The year started at $8.87 in January and ended at $7.13 in December, a 20% decline from the opener. Month-to-month volatility averaged $1.65, indicating a relatively smooth arc.
Key moments in the year:
Across the year, Healthcare’s peak-to-trough spread was $4.30, underscoring a contained range for app install costs.
The category’s rhythm followed a measured seasonal cadence:
This pulse stands in contrast to the broader market, where mid-year pressures were substantially higher and Q4 remained elevated.
Against the global benchmark for Cost Per App Install, Healthcare across all countries was consistently cheaper and less volatile:
By month, Healthcare trailed global levels by 32–74% throughout the year, except January, when it briefly ran 25% above the benchmark. The narrowest gap appeared in December (32% below), while the widest shortfall landed in June (74% below). Globally, the trend surged into June and stayed elevated through early Q4; Healthcare’s pattern was gentler, peaking in October and delivering a notable November drop that the broader market did not mirror as sharply.
In Facebook Ads benchmarks for app install campaigns, Healthcare’s Cost Per App Install across all countries stayed meaningfully below the global average, with a controlled seasonal curve and softer volatility. Understanding these CPI trends—alongside broader CPM analysis, CTR performance, and country-specific ad costs—helps situate Healthcare industry ad performance within global patterns and clarify how the category diverged from the overall market in 2025.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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 showing app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals help lower your CPI.
Optimizing for installs gets volume, but optimizing for actions like signups or purchases brings higher quality users. It depends on your goals and how much post-install behavior matters.
Align your creative with the app experience, avoid misleading ads, and exclude users who already installed. You can also test lookalike audiences based on high-quality users, not just all installers.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app