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

Introduction

Wellness & Holistic Health app install costs spent most of the year below the global benchmark, with a pronounced mid-year swell and a secondary Q4 flare before easing into December. Costs per install were comparatively steady versus the broader market, but the category still traced a clear rise-and-cool rhythm: a sharp lift into June, a softer late summer, and an October spike that didn’t hold into the holidays. 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

Median Cost Per App Install (CPI) for Wellness & Holistic Health averaged $10.25 across all countries in 2025, ranging from a low of $5.54 in January to a high of $16.33 in June. The year opened soft at $5.54, climbed through late spring ($7.14 in April, $10.04 in May), then surged to the June peak (+195% versus January). Costs retreated into July ($11.29) and August ($10.95), rose again to $15.95 in October, and eased into $10.65 in November before landing at $7.54 in December—still 36% above January but well off the mid-year peak.

Month-to-month volatility averaged $2.93, with the sharpest swings around the June surge (+$6.29 from May) and subsequent cooldowns (−$5.04 into July, −$5.30 into November). The category’s annual trajectory was defined by two crests (June and October) and a relatively gentle December finish compared to the broader market’s more pronounced swings.

Seasonal and monthly dynamics

Seasonally, the category followed a familiar app-install pattern: a Q1 trough, an assertive run-up through late Q2, and a mixed Q4. June marked the yearly high, aligning with broader auction intensity mid-year. After a late-summer breather, an October flare suggested renewed competition or heightened conversion appetite, but momentum faded quickly in November and December. In effect, pricing heat concentrated in two windows—early summer and early Q4—while January, March–April, and December offered the softest CPIs of the year.

Country vs. Global

Compared to the global all-industry benchmark, Wellness & Holistic Health operated at lower country-aggregated costs most of the year. The category’s $10.25 average trailed the global $13.37 by about 23%, with lower CPIs in 11 of 12 months. The narrowest gap came in October (−3% vs. global), and July was the lone month above market (+5%). The widest discount appeared in April (−47%).

Both series spiked in June, but the global benchmark rose higher ($23.76 vs. $16.33). Baseline volatility averaged $4.57—noticeably choppier than Wellness & Holistic Health’s $2.93—driven by steeper mid-year surges and resets. From January to December, both ended above their starting points (+36% for Wellness & Holistic Health; +32% for the global benchmark), though the global path was more turbulent.

Closing

These Facebook Ads benchmarks for Cost Per App Install show Wellness & Holistic Health across all countries running consistently below global, with mid-year and early Q4 peaks and comparatively lower volatility. Understanding CPI trends for Wellness & Holistic Health across all countries helps marketers anchor country-specific ad costs, compare industry ad performance to global norms, and contextualize broader Facebook Ads benchmarks alongside evolving CPM analysis and CTR performance patterns.