See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
June 2025 - June 2026
Detailed observation of presented data
Across the year-long window, cost-per-app-install for Wellness & Holistic Health shows a choppy, high-variance story compared with the global benchmark. 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.
The Wellness & Holistic Health cost-per-install (CPI) began at about $19.00 in June 2025 and closed the period at roughly $14.12 in May 2026. The monthly median for this industry averaged about $12.54 per install, with a high of $19.01 (January 2026) and a low of $5.00 (February 2026). Those endpoints mask dramatic month-to-month swings: January’s peak was followed by an 74% plunge into February, then nearly doubled again in March. Absolute month-to-month percent changes averaged roughly 46% — a sign of pronounced volatility. The standard deviation across months is about $4.34 (≈35% of the mean), underlining that installs moved widely month to month.
The global baseline over the same months averaged about $15.86 per install, with its own extreme in February (about $30.13). Compared to that baseline, Wellness & Holistic Health sat roughly 21% below the global average across the year, but the gap shifted month-to-month: some months the industry ran above market (e.g., January +48% vs global; July +30%), while in others it undercut global CPI sharply (notably February −83% and April −63%).
Patterns here are irregular rather than smoothly seasonal. There are recognizable peaks around late Q4/early Q1 — January shows the highest median — followed by a sudden trough in February. Spring months (March–April) show partial rebounds then dips, and late spring (May) returned to mid-range levels. The rhythm suggests concentrated spikes and sharp corrections rather than gradual ramps: large lifts (Jan, Oct) alternate with steep declines (Feb, Nov, Apr). Typical marketing seasonality (Q4 competition, Q1 rebounds) is visible but overlaid by sharper short-term swings in this dataset.
Viewed against the global benchmark, Wellness & Holistic Health was more erratic and on average cheaper. The industry undershot the global mean by ~21% overall, yet the spread varied dramatically: at its narrowest, the industry was within a few percent of baseline (June, October); at its widest, Wellness & Holistic Health was roughly 83% below the global CPI (February). Volatility measures tell a similar tale — monthly percent-movement averaged ~46% for Wellness & Holistic Health versus ~37% for the global baseline, indicating the industry was more volatile than the market during this period.
Understanding cost-per-app-install benchmarks for Wellness & Holistic Health across all countries available helps frame how install costs moved vs the broader market — a narrative illuminated by sharp January peaks, a pronounced February trough, and elevated month-to-month volatility when compared to global benchmarks. Keywords: Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs, industry ad performance, cost-per-app-install Wellness & Holistic Health All countries available.
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 thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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See how much it costs to get users to install an app