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
Wellness & Holistic Health app install costs ran consistently below the market this period, with a gentle first-quarter base, a clear midyear peak, and another lift in early Q4 before easing into December. Across all countries, the category averaged $10.42 per app install over the 13-month window, versus a $13.59 global, all-industry benchmark — about 23% lower. The story is one of controlled volatility: two distinct surges (June and October) surrounded by softer bookends and steadier midrange months than the broader market.
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 across all countries compared to the global benchmark.
The period opened at its low: $5.54 in January 2025. Costs climbed 51% into February ($8.37), dipped to $7.04 in March, then steadied in April ($7.14). A sharp ascent followed: May rose to $10.04 and June spiked to the annual high at $16.33 — a 63% jump from May and nearly triple January’s trough.
After June, the market cooled. July fell to $11.29 and August held near $10.95. September ticked up to $12.20, setting the stage for a second peak in October at $15.92. The year then eased: November slid to $10.46 and December to $8.17. January 2026 rebounded to $12.03, marking a 117% year-over-year increase from January 2025.
Across the full period, Wellness & Holistic Health app install costs:
The rhythm followed recognizable paid social seasonality. Q1 was the softest quarter (average $7.00) as competition and budgets reset. Q2 lifted to $11.17, led by a June spike. Q3 held steady at $11.48 with small oscillations, then Q4 edged slightly higher ($11.52), peaking in October before a typical late-year cool-down in November–December. January 2026 picked up again, suggesting the post-holiday rebalancing that often raises costs as programs restart.
Against the global, all-industry benchmark, Wellness & Holistic Health across all countries was lower in 12 of 13 months. The category’s average ($10.42) trailed the global $13.59 by 23%. The gap was widest in April (−47%) and narrowest in October (−3%), with one brief month above market in July (+5%). Global costs were also choppier, averaging a $4.50 month-to-month swing versus $2.95 in Wellness & Holistic Health. The global curve hit a higher apex in June ($23.76) and maintained a firmer Q2–Q4 plateau ($16.5 in Q2, $14.2 in Q3, $13.8 in Q4) than the category’s more measured profile.
In directional terms, the global benchmark rose strongly into midyear (+16.5 Q2 average), while Wellness & Holistic Health rose more gradually and maintained lower levels throughout, converging closest to market in early Q4.
Overall, Facebook Ads benchmarks for cost per app install in the Wellness & Holistic Health industry across all countries show a below-market cost profile, moderate volatility, and a two-peak year with softer bookends. Understanding cost-per-app-install trends for Wellness & Holistic Health across all countries helps marketers assess category-level ad costs and compare performance to global patterns.
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 Wellness & Holistic Health industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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:
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Cost per lead across different markets
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See how much it costs to get users to install an app