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

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Cost Per App Install for Wellness & Holistic Health

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-app-install trends for industry Wellness & Holistic Health and target country All countries available compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Overall, Wellness & Holistic Health sits below market: the 12‑month average is 10.78 versus the global baseline at 12.67 (about 15% lower), and the median is 4.94 versus 11.44 (about 57% lower).
  • Seasonality diverges from the global pattern. While the baseline shows a Q4 lift (notably in November) and a pronounced mid‑year peak in June, the selected data is unusually low in Q4 and rises mid‑year, peaking in June.
  • Volatility is moderate for the selected data (average month‑to‑month swing ~46%) versus higher swings in the global baseline (~61%).

Overview and context

This report summarizes Facebook Ads cost-per-app-install benchmarks for Wellness & Holistic Health across all available countries, contrasted with the global baseline. It highlights averages, highs/lows, month‑to‑month movement, and seasonal patterns to show where the selected segment sits relative to the wider market.

Selected data highlights (Wellness & Holistic Health, all countries)

  • Average and median:
  • Average: 10.78
  • Median: 4.94 (well below the average due to an October spike)
  • Highs and lows:
  • High: 61.87 in Oct 2024
  • Low: 3.22 in Dec 2024
  • Trend from first to last month:
  • From 61.87 (Oct 2024) to 5.03 (Sep 2025): down ~91.9%
  • Volatility:
  • Average absolute month‑to‑month change: ~46%
  • Notable moves:
  • Oct → Nov: −93.8% (abrupt normalization after the October spike)
  • May → Jun: +193.9% (mid‑year surge to 15.63)
  • Jun → Jul: −55.0%; Aug → Sep: −46.3% (post‑peak cooling)
  • Seasonal shape:
  • Q4 is unusually soft (Nov–Dec between 3.22 and 3.81), then a gradual climb through spring with a mid‑year high in June (15.63), easing into late summer and early fall.

Comparison to the global baseline

  • Level comparison:
  • Average: 10.78 (selected) vs 12.67 (baseline) → about 15% below market
  • Median: 4.94 vs 11.44 → about 57% below market
  • The selected segment is below the global baseline in 11 of 12 months; the exception is Oct 2024, where the selected value (61.87) far exceeds the baseline (6.20).
  • Highs and lows:
  • Baseline high: 26.21 in Jun 2025; low: 6.20 in Oct 2024
  • The selected range is wider due to the October outlier (3.22–61.87) versus the baseline (6.20–26.21).
  • Momentum and volatility:
  • First to last month: baseline rises from 6.20 to 22.99 (+271%), while the selected series falls sharply (−91.9%) due to an exceptionally high starting point.
  • Volatility: baseline ~61% vs selected ~46% average absolute month‑to‑month change.
  • Seasonal patterns:
  • Baseline shows a Q4 lift (Oct → Nov up ~130%), softening in Dec, and a strong mid‑year spike (May → Jun up ~151%).
  • The selected data remains below market through Q4 (e.g., Nov 3.81 vs 14.28; Dec 3.22 vs 8.52) and follows the mid‑year rise (Jun 15.63 vs 26.21), remaining below market across that period.

What this means for benchmarking

Across all countries, Wellness & Holistic Health cost-per-app-install is generally below average relative to the global market, with an anomalous spike in Oct 2024 and a clear mid‑year increase peaking in June. Understanding cost-per-app-install benchmarks on Facebook Ads in industry Wellness & Holistic Health and All countries available helps advertisers make more efficient budget and creative choices.

Understanding the Data

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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

What's a good CPI for iOS vs Android in 2025?

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.

Why is my app install cost higher in some countries?

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.

What creatives drive the lowest CPI on Facebook?

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.

Should I optimize for installs or in-app actions?

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.

How do I lower CPI without tanking app retention or quality?

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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