See how your app install costs compare. Explore mobile acquisition cost benchmarks by industry, region, and platform
August 2025 - August 2026
Detailed observation of presented 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.
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 Wine and Spirits industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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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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.
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 showing app benefits, UGC-style content, and localized messaging tend to perform best. Clear CTAs and fast-paced visuals help lower your CPI.
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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app