Compare mobile acquisition cost benchmarks by industry, region, and platform.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: cost-per-install for Wine and Spirits ran mostly low-to-mid throughout the year before two pronounced jumps, leaving an elevated annual average driven by outliers. 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 — note that the provided series here is the baseline benchmark used to represent the available Wine and Spirits trend.
The series begins at about $9.95 per app install in July 2025 and closes at a striking $96.91 in July 2026. Across the 13 months the mean Cost Per App Install is roughly $21.8, while the median sits near $14.9 — a sign that a couple of spikes lift the average above the typical monthly outcome. The low point is $9.36 in December 2025; the first major jump comes in February 2026 to $30.13 (up 135% from January), then the series settles in the mid-teens through spring. The largest high is the July 2026 peak at $96.91 — roughly a 775–875% increase versus early-sample levels.
Month-to-month movement is notable: average absolute change across months is about $11.5, but that figure is skewed by the July 2026 surge. Excluding that final jump, monthly volatility falls to roughly $5.1, which better reflects the mid-year rhythm. The distribution shows most months clustered between $9 and $20, with outliers in February and July 2026 pushing the mean upward.
The pattern reads as a low-summer start (July 2025, ~$9.95), a gradual rise into fall (peaking near $16.4 in October), a dip into December ($9.36), and another climb into January and February 2026 where a sharp lift to ~$30 is visible. Spring months (March–June 2026) return to a mid-teens plateau ($14–$19) before the abrupt July 2026 spike. The rhythm shows softer pockets around late Q4 and early Q1, punctuated by sharp, discrete jumps rather than a smooth seasonal ramp.
Because the available series is the provided baseline, comparison language frames this as the observed benchmark for Wine and Spirits across all countries available. Relative to what one might call a steadier global pattern, this Wine and Spirits benchmark is more volatile — especially in early 2026. The gap between typical months (mid-teens) and the July high widens the distance between median and mean, signaling that industry ad performance here is punctuated by intermittent cost shocks rather than a uniform rise.
Understanding Cost Per App Install benchmarks for Wine and Spirits across all countries available helps advertisers evaluate industry ad performance and compare country-specific ad costs to broader Facebook Ads benchmarks, CPC trends, CPM analysis, and CTR performance observations.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Wine and Spirits industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPI values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
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.
Short videos that show app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals can lower CPI.
Optimizing for installs increases volume. Optimizing for actions such as signups or purchases brings higher-quality users. Choose based on your goals and the importance of post-install behavior.
Align creative with the app experience, avoid misleading ads, and exclude people who already installed. Test lookalike audiences based on high-quality users rather than all installers.
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