Facebook Ads Cost Per App Install Benchmarks for Wine and Spirits

Introduction

Across all countries, Cost Per App Install (CPI) for the Wine and Spirits industry followed a choppy, high-amplitude path: a deep early-year trough, a dramatic mid-year spike, and a late-summer plateau before easing into October. Monthly medians averaged 14.16 over the period, with CPI starting at 14.97 in November 2024 and ending at 14.65 in October 2025—a slight 2% net decline despite large swings in between. The standout moments were a January low (6.56) and a June high (27.78), a more than 4x spread that shaped the year’s narrative. 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 across all countries compared to the global benchmark.

The story in the data

The period opened at 14.97 in November 2024, then fell into December (10.86, −27%) and bottomed in January at 6.56 (−40% month over month). A rebound followed: February jumped to 12.33 (+88% from January) before slipping to 8.29 in March. Spring steadied near the teens—April at 12.28 and May at 10.90—before a dramatic surge in June to 27.78, the annual high and 96% above the full-period average. From there, CPI halved to 12.69 in July (−54%), then climbed into a late-summer plateau: 19.08 in August and 19.53 in September, before easing to 14.65 in October.

Across the 12 months, CPI averaged 14.16, ranging from 6.56 (January) to 27.78 (June). Seven months sat below the average (December, January, February, March, April, May, July), while five were above (November, June, August, September, October). Month-to-month volatility averaged 6.12 points, with relative swings averaging about 49%—dominated by the May-to-June leap (+155%) and the June-to-July retrace (−54%). The narrowest deviations from the average occurred in October (+3%) and November (+6%).

Seasonal and monthly dynamics

The rhythm resembled a classic annual arc for app acquisition costs. Late Q4 softened into January, with CPI compressing steadily from November through the January trough. Early Q1 showed a quick rebound but remained below the full-period mean. Spring hovered in the low teens, then mid-year tightened sharply: June set the high-water mark, followed by a reset in July and a resilient Q3 where CPI held materially above average in August and September. By October, costs normalized close to the starting point, suggesting a return to baseline after the mid-year turbulence.

Country vs. Global

Because this view aggregates all countries, the series can be read as the global Facebook Ads benchmark for Wine and Spirits CPI over this window. Against the period’s global average of 14.16, monthly medians ranged from 54% below average (January) to 96% above average (June). The gap to average was narrowest in October (+3%) and November (+6%), while late summer ran well above average—August at +35% and September at +38%. The amplitude from low to high (4.2x) and the average month-to-month move (6.12 points) underscore a more jagged path than a smooth seasonal curve, with mid-year auction pressure standing out as the defining feature.

Closing

Understanding Facebook Ads Cost Per App Install benchmarks for the Wine and Spirits industry across all countries helps quantify country-specific ad costs in aggregate, frame CPI trends against a global baseline, and situate acquisition costs alongside related CPM analysis and CTR performance within broader Facebook Ads benchmarks.