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

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Cost Per App Install for Wellness & Holistic Health in Canada

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Wellness & Holistic Health in Canada shows lower-than-global cost-per-app-install (CPI) overall: average 7.47 vs 11.35 globally over the same months (34% below market).
  • Wide range with late-summer spike: from 2.09 in January 2025 to 35.14 in August 2025 (16.8x swing). First-to-last month rose +1,218%.
  • Volatility is high but below global: average absolute month-to-month change ~71% (vs ~111% globally).
  • Seasonal shape differs from the global trend: Canada stays low through Q4–Q1, climbs in late Q2, dips in July, and peaks in August; the global baseline rises strongly in Q4 and again in June.

This analysis looks at cost-per-app-install trends for Wellness & Holistic Health in Canada compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Overview of Canada (selected data)

  • Period covered: Sep 2024–Aug 2025 (no October reading).
  • Average CPI: 7.47.
  • Low: 2.09 in Jan 2025.
  • High: 35.14 in Aug 2025.
  • Change from first to last month: +1,218% (2.67 in Sep 2024 to 35.14 in Aug 2025).
  • Notable moves:
  • Decreases: Nov→Dec −23%, Dec→Jan −2%.
  • Increases: Jan→Feb +46%, Apr→May +94%, May→Jun +155%, Jul→Aug +316%.
  • Largest pullback: Jun→Jul −40%.
  • Volatility: average absolute month-to-month change ~70.7%, indicating pronounced shifts, especially late Q2 to Q3.

Comparison to the global baseline

  • Period aligned for comparison: Sep 2024–Aug 2025.
  • Global average CPI: 11.35 (selected is 34% lower).
  • Global range: 1.98 (Sep 2024) to 26.21 (Jun 2025).
  • Global change from first to last month: +658%.
  • Relative positioning by month:
  • Above market: Sep 2024 (+35%), Aug 2025 (+134%).
  • Below market: all other months, typically 32%–75% lower (deepest gap in Apr 2025 at −75%).
  • Volatility: baseline average absolute month-to-month change ~110.8%, driven by sharp Q4 and June surges.

Seasonal patterns and timing

  • Global pattern: costs typically increase in Q4 around holiday periods and spike again into late Q2 (June is the global peak at 26.21).
  • Canada, Wellness & Holistic Health: in line with overall trends through late Q2 (rising into June) but distinct in Q4–Q1 (costs remain comparatively low) and Q3 (pronounced July dip then an outsized August peak to 35.14). Overall, the category is below average most months but finishes well above market in August.

Understanding cost-per-app-install benchmarks on Facebook Ads in Wellness & Holistic Health and Canada 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. For campaigns targeting Canada, advertisers should consider local market factors and user behavior. 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.

Canada Advertising Landscape

National Holidays

Jan 1New Year's Day
Feb (3rd Mon)Family Day
Apr 18Good Friday
Apr 21Easter Monday (federal)
May (Victoria Day)Victoria Day
Jul 1Canada Day
Sep (1st Mon)Labour Day
Oct (2nd Mon)Thanksgiving
Nov 11Remembrance Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)

Potential Advertising Impact

CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.

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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