Facebook Ads Cost Per App Install Benchmarks for Wellness & Holistic Health

Introduction

Wellness & Holistic Health app install costs ran materially below the global market for most of the year, but the story wasn’t flat: two pronounced spikes in February and June punctuated an otherwise low-cost run-rate. Across all countries, the segment’s median Cost per App Install (CPI) averaged $9.27 compared to the $15.10 global benchmark, a 39% discount, with slightly higher month‑to‑month swings than the market overall. The year opened soft, surged mid‑Q1, eased into spring, then jumped again at the end of Q2 before normalizing through Q3 and early Q4.

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 story in the data

The period starts at $4.78 in November and ends at $6.71 in October, a 40% lift from start to finish. The low came in January at $3.72, followed by a sharp February spike to $18.99 (+411% month over month). After retracing to $8.00 in March and $6.56 in April, CPI climbed to $8.07 in May, then hit the annual high in June at $23.89 (+196% vs. May). Costs fell back to $6.39 in July, hovered near $8.32 in August, ticked up to $11.07 in September, and eased to $6.71 in October.

• Average: $9.27; Median: $7.36 (vs. global median $12.64)
• High/Low: $23.89 (June) / $3.72 (January) — a $20.17 range
• Volatility: average absolute monthly change of $6.60, slightly higher than the global benchmark’s $6.23
• Distribution: 9 of 12 months sat below $10; two outsized months (February, June) defined the peaks

Seasonal and monthly dynamics

Q4 2024 was unusually inexpensive for installs in this industry (November–December averaging ~$4.76). Q1 2025 split into a January trough and a February cost surge, with March normalizing near $8. Q2 progressed from mid‑single digits to the June peak; excluding June, the April–May band sat in the $6–8 corridor. The back half steadied: Q3 averaged $8.60, down 33% from Q2’s $12.84, with a mild September lift before an October cooldown.

This cadence fits broad platform dynamics—competition often intensifies into mid‑year and early Q4—yet the Wellness & Holistic Health segment showed its own rhythm: long stretches near $6–8 punctuated by brief, sharp step‑ups.

Country vs. Global

Across all countries in this industry, CPI consistently undershot global Facebook Ads benchmarks: 11 of 12 months were below the market. The narrowest gap appeared in March (9% below global), and June nearly matched the market (14% below). February was the only over‑market month, running 52% above global costs. The widest underperformance came in November (70% below).

Overall levels favored the segment: $9.27 average vs. $15.10 globally. The global trend climbed 21% from November to October; Wellness & Holistic Health rose 40% over the same span, but from a much lower base. Globally, the June peak ($27.90) and elevated late‑year costs kept averages high; by contrast, this industry’s CPI clustered near $7–8 outside the two spikes.

Closing

Understanding Facebook Ads benchmarks for cost per app install in the Wellness & Holistic Health industry across all countries highlights a market that is generally lower‑cost than global norms, with intermittent surges and slightly higher month‑to‑month volatility. These CPI trends complement CPC trends, CPM analysis, and CTR performance views used to interpret industry ad performance and country‑specific ad costs against the global benchmark.