Compare mobile acquisition cost benchmarks by industry, region, and platform.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: Wellness & Holistic Health advertisers saw lower cost-per-app-install (CPI) than the overall market across the 12-month window, but with sharper month-to-month swings. 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 Wellness & Holistic Health in All countries available compared to the global benchmark.
Median cost-per-app-install for Wellness & Holistic Health averaged about $11.82 over the period (July 2025–June 2026), starting the window at $12.97 (July 2025) and finishing at $10.12 (June 2026) — a net decline of roughly 22% from start to finish. The monthly high landed at $19.01 in January 2026 and the low fell to $5.00 in February 2026, meaning the January peak was roughly 3.8x the February trough. That Jan→Feb swing was dramatic: CPI fell ~74% month-over-month, then rebounded nearly 98% from February to March.
By comparison, the global benchmark averaged about $15.58 in the same months, putting Wellness & Holistic Health roughly 24% below the overall market on median CPI. The baseline itself showed notable spikes (February baseline $30.13 and elevated March–April levels), which lifted the global average above the industry’s median.
Volatility measured as average absolute monthly movement was about $5.07 for Wellness & Holistic Health versus $5.10 for the global baseline — similar in absolute dollars. Relative to each mean, however, the Wellness & Holistic Health series moved more: average monthly change represented roughly 43% of the industry mean versus about 33% of the global mean, signaling comparatively higher proportional churn in industry ad costs.
Rhythm across the year was uneven. Q3 (July–September 2025) sat in the mid-$11–$13 range with a small dip in September. Q4 showed a pronounced lift into October ($16.82) followed by a steep decline into November ($9.97) and modest stabilization in December ($11.11). The calendar turned with a strong January spike ($19.01), then an abrupt collapse in February to the year’s low ($5.00). Spring months brought a recovery pattern — March near $9.89, April down to $7.29, and a renewed lift into May ($14.20) before settling at $10.12 in June. These month-to-month pivots create a jagged, momentum-driven profile rather than a smooth seasonal curve.
Across these months, Wellness & Holistic Health CPIs trailed the global benchmark for most of the period — about a quarter lower on average. Where the global benchmark spiked in February (to roughly $30), the industry sample bottomed out, creating a wide divergence in early 2026: the industry was materially below market at its nadir and still below when the global benchmark eased in spring. In absolute dollars the month-to-month swings are comparable to the global series (both average ~ $5 moves), but because the industry mean is lower, those swings represent larger proportional moves for Wellness & Holistic Health — in other words, more volatile relative performance even if absolute volatility looks similar.
Understanding cost-per-app-install benchmarks for Wellness & Holistic Health across All countries available provides a view into industry ad performance and how those country-specific ad costs compare to broader Facebook Ads benchmarks and CPM analysis, CPC trends and CTR performance patterns in the market.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Wellness & Holistic Health industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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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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