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

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Cost Per App Install for Wellness & Holistic Health in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads benchmarks: cost per app install for Wellness & Holistic Health in South Africa vs. global

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

Key takeaways

  • Overall level: South Africa’s average cost per app install (CPI) across the observed months is 9.43, about 30% above the global baseline (7.25) for the same months.
  • Volatility: Markedly higher in South Africa. Average absolute month-to-month change is 7.31 vs. 1.34 in the baseline.
  • Seasonal pattern: A clear year-end peak in December followed by sharp declines into Q1, aligning with typical holiday-driven cost inflation in Q4.
  • Notable swings: December is the high (15.87), March is the low (1.26), producing a 12.6x swing across the period.
  • Trend direction: From December to March, South Africa’s CPI fell 92%, while the baseline declined 19% over the same span.

Selected trend overview: Wellness & Holistic Health, South Africa

  • Average across available months (Dec 2024, Jan 2025, Mar 2025): 9.43.
  • High: 15.87 in December 2024.
  • Low: 1.26 in March 2025.
  • Month-to-month movement:
  • December to January: -4.70 (-29.6%).
  • January to March: -9.91 (-88.7%).
  • Average absolute change: 7.31, indicating pronounced volatility.
  • First-to-last change (Dec to Mar): -92.1%, driven by a steep post-holiday correction.

Comparison with the global baseline

  • Overlapping months (Dec 2024, Jan 2025, Mar 2025) average:
  • South Africa: 9.43 vs. Baseline: 7.25 → ~30% higher.
  • Highs and lows (overlap):
  • Baseline high: 8.52 (December 2024); low: 6.36 (January 2025).
  • South Africa’s December level (15.87) is 86% above the baseline that month; January is 76% above baseline; March is 82% below baseline (1.26 vs. 6.87).
  • Volatility:
  • Baseline average absolute change (Dec→Jan→Mar): 1.34 (Dec→Jan: -25%; Jan→Mar: +8%), indicating steadier movement than South Africa.
  • Directional change (Dec to Mar):
  • Baseline: -19.4% vs. South Africa: -92.1%.
  • Broader baseline context: Outside the overlap, the global series shows additional peaks mid-year (June 2025: 26.21) and early fall (September 2025: 22.99), underscoring seasonal surges beyond Q4.

Seasonal patterns and notable shifts

  • Year-end seasonality: South Africa’s highest CPI in December aligns with common Q4 cost pressure around holidays.
  • Early-year cooling: Both series soften after the holidays, but South Africa’s drop is exceptionally sharp by March.
  • Relative positioning:
  • Above market in December and January.
  • Below average in March, diverging significantly from the global pattern.

Understanding cost per app install benchmarks on Facebook Ads in Wellness & Holistic Health and South Africa 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 South Africa, 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.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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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