Facebook Ads Cost Per App Install Benchmarks for Wine and Spirits

Introduction

Across the period from June 2025 to June 2026, Wine and Spirits app-install economics were choppy versus typical steady-seasonality stories. 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 Wine and Spirits in All countries available compared to the global benchmark.

The headline: median Cost Per App Install (CPI) averaged roughly $15.54 over the 13 months, but that average masks heavy swings — a deep trough in December 2025 and a sharp, short-lived spike in February 2026. Volatility and a pronounced rebound pattern around the new-year period are the most notable features.

The story in the data

Starting point (June 2025) sat at about $18.36 per install and finished (June 2026) near $11.65 — a net decline of roughly 36.5% from start to finish. Over the window the series hit a low of about $9.35 (December 2025) and a high of $30.13 (February 2026). That peak was roughly 3.2× the trough.

Monthly momentum shows several clear moves: a steep fall from June into July 2025 (−54% roughly), a modest mid-year recovery through October, a December low, then a dramatic spike in February (+135% versus January) followed by a sharp retrenchment in March (−45% versus February). Average month-to-month absolute change was about $5.56, signaling material month-level swings rather than a steady trend. The median CPI across months was near the average, underscoring the outsized influence of the February spike on the mean.

Keywords visible in this narrative include Facebook Ads benchmarks, CPC trends, CPM analysis and CTR performance as companion metrics marketers track alongside CPI in industry ad performance reviews.

Seasonal and monthly dynamics

Seasonally, the dataset suggests a year-end softening with the lowest CPI in December 2025, followed by an early-year disruption: a strong rebound into January and then an anomalous February surge. The February peak and immediate March contraction create a jagged early-Q1 rhythm rather than a smooth Q1 rebound. Spring months (March–May) show a cooling from the February extreme, settling back toward the $14–$19 band before easing into June.

The pattern implies pronounced monthly competition and price sensitivity in specific windows; month-to-month swings outpaced what a steady quarterly model would predict, making the rhythm more volatile than typical CPC trends or CPM analysis alone might suggest.

Country vs. Global

Because the provided selected dataset for a single country was not supplied, the baseline here represents the aggregate across all countries available for Wine and Spirits. Relative phrasing: the Wine and Spirits CPI series for All countries available showed higher volatility than many broad-market Facebook Ads benchmarks — peak-to-trough spread exceeded $20 and monthly swings averaged more than $5. At its narrowest dispersion the CPI clustered around the mean ($15.5); at its widest, months like February diverged by roughly +94% above the average.

This depiction highlights how industry ad performance can differ by metric: CPI for Wine and Spirits displayed sharper spikes and retracements than might be observed in CPC trends or CPM analysis for more stable categories, reinforcing the role of country-specific ad costs and calendar effects in industry ad performance.

Closing

Understanding Cost Per App Install benchmarks for Wine and Spirits across All countries available gives a clear view of seasonal swings, volatility, and how CPI compares to broader Facebook Ads benchmarks for industry ad performance and country-specific ad costs.