See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
July 2025 - July 2026
Detailed observation of presented data
The headline: cost-per-app-install for Wellness & Holistic Health across all countries moved from high-to-moderate over the 13‑month window, ending materially below the global benchmark and showing large 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.
Starting in June 2025 at roughly $19.00 per install, the Wellness & Holistic Health series averaged $12.18 across the period, with a high of $19.01 (January 2026) and a low of $5.00 (February 2026). The series finished June 2026 at $7.76 — a decline of about 59% from the June 2025 start. Month-to-month movement was meaningful: average absolute change between months was about $5.36, which is roughly 44% of the series mean, signaling pronounced volatility for cost-per-app-install in this vertical.
Notable swings punctuate the narrative. After two mid-teens months through late 2025, installs spiked to $19.01 in January 2026, then collapsed to $5.00 in February — a $14.00 drop in a single month. A rebound to roughly $9.89 in March and further oscillation through spring produced a summer value near $7.76.
The sequence shows seasonal-like rhythm with spikes around the turn of year and sharp compressions immediately after. The January peak (near $19) followed by a February trough (near $5) creates a classic momentum reversal rather than a gentle seasonal ramp. Late Q3 and Q4 2025 held mid-teens to low‑teens levels, while early 2026 saw the sharpest instability. May 2026 returned to a mid‑teens level (~$14.20) before another drop into June. Overall, performance did not follow a smooth Q4 competition peak or Q1 trough; instead, it exhibited abrupt rises and collapses across quarters.
Compared to the baseline benchmark, which averaged about $15.55 per install across the same months, Wellness & Holistic Health (All countries available) ran approximately 21–22% lower on average ($12.18 vs $15.55). The relationship was not uniform: some months ran above the global benchmark (for example July 2025 and January 2026 were ~30% and ~48% higher, respectively) while others were markedly below — most dramatically February 2026, where the industry series was about $5.00 versus a global spike to $30.13 (an 83% gap). Baseline volatility was comparable: average absolute monthly movement in the benchmark was ~$5.55, slightly above the industry’s ~$5.36, but the timing of peaks diverged—baseline peaked in February while the Wellness & Holistic Health series collapsed then, widening the gap.
Understanding Facebook Ads cost-per-app-install benchmarks for Wellness & Holistic Health in All countries available helps advertisers evaluate industry ad performance and compare country-specific ad costs to broader CPM analysis, CPC trends, and CTR performance 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.
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See how much it costs to get users to install an app