See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
November 2024 - November 2025
Detailed observation of presented data
Wellness & Holistic Health app install costs tracked a clear “low base with sharp spikes” profile across all countries, running materially below the global benchmark for most of the year. Median cost per app install (CPI) averaged $9.27 versus the global $15.81, a 41% discount. The story centers on two pronounced surges—February and June—inside an otherwise subdued market that began very low in late 2024, reset after each spike, and ended 2025 with moderate costs. Volatility was comparable to the global pattern, with similar-sized month-to-month swings but a consistently lower level.
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 compared to the global benchmark.
The period opened at $4.78 in November 2024, dipped to the low of the year at $3.72 in January, then surged to $18.99 in February before normalizing to $8.00 in March. A second wave crested in June at $23.89—the annual high—followed by a cooler Q3 ($6.39 in July, $8.32 in August, $11.07 in September) and a soft reset to $6.71 in October. Across the 12 months, the category stayed under $12 in 10 of 12 months, highlighting how contained costs were outside the two spikes.
On average, monthly movements were choppy but measured: absolute month-to-month changes averaged 6.60 points, very close to the global benchmark’s 6.54. The range was wide (from $3.72 to $23.89, a 20.2-point spread), similar in breadth to global swings, but from a meaningfully lower base. From start to finish, CPI rose from $4.78 to $6.71—about a 40% lift—yet still well below global levels.
Late Q4 2024 ran unusually soft for CPI, with November–December averaging $4.76. Q1 showed a classic trough-then-pop shape: a January low, a sharp February spike, and a March cooldown. Q2 rebuilt toward June’s peak, then Q3 moderated, climbing gradually from July into September. October eased again, hinting at a softer entry into Q4 relative to global patterns, which often tighten as competition rises.
By quarter, the rhythm is clear:
Against the global benchmark, Wellness & Holistic Health across all countries was below market in 11 of 12 months. The exception was February, when CPI ran about 48% above global ($18.99 vs. $12.87). The narrowest discount appeared in March (about 13% below global), while the widest gaps came in November 2024 (−73%) and October 2025 (−68%). On average, the category ran 41% below global CPI, even as both series displayed similar month-to-month volatility. Over the period, the global trend climbed about 18% (November to October), whereas Wellness & Holistic Health rose about 40% from a much lower starting point—producing a choppier, lower-cost profile overall.
These Facebook Ads benchmarks for cost per app install illustrate how Wellness & Holistic Health performs across all countries: structurally cheaper than the global median, punctuated by brief CPI surges in February and June. For marketers comparing CPI trends, CPM analysis, and CTR performance within broader industry ad performance, this country-aggregated view helps anchor expectations against the global benchmark for Wellness & Holistic Health app installs.
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
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app