Facebook Ads Cost Per App Install Benchmarks for Wine and Spirits

Introduction

The main story: global Cost Per App Install (CPI) for the period June 2025–June 2026 showed a choppy descent punctuated by one dramatic spike. Overall CPI cooled from a mid-year high into lower mid-single digits relative to its starting point, with the loudest volatility appearing around the February 2026 peak and the December 2025 trough. 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: industry-and-country-specific time series was not provided, so the narrative below focuses on the global benchmark of COST_PER_APP_INSTALL.)

The story in the data

Starting point (June 2025) CPI was $18.36 and the year closed (June 2026) at $11.85 — a net decline of about 35% from start to finish. Across the 13 monthly medians the mean CPI sits at roughly $15.55. The low point arrived in December 2025 at $9.34, while the high point hit $30.13 in February 2026. That February peak was roughly 3.2× the December trough and about 94% above the 13‑month average. Month‑to‑month movement was meaningful: average absolute monthly change was about $5.55, illustrating a more jagged rhythm than a slow, steady drift. The data therefore tells a story of overall easing alongside intermittent surges — a landscape of both decline and sudden lift.

Seasonal and monthly dynamics

Seasonal rhythm is visible. Late Q3 into Q4 showed softening, with July ($9.95) and especially December ($9.34) producing the lowest medians in the window. January rebounded modestly to $12.83 before the pronounced February spike to $30.13. After that surge, CPI fell sharply in March to $16.57, recovered to $19.32 in April, then eased through May ($14.32) into June ($11.85). In plain terms: a Q4 trough, a January lift, a large spike in February, then a cooling and settling through late spring. Those month-to-month swings (notably Feb vs. Dec and Mar’s sharp pullback) are the primary source of the series’ volatility.

Country vs. Global

Because the Wine and Spirits — All countries time series was not supplied, a direct industry-vs-global numerical comparison isn’t possible here. Framed another way: the baseline global CPI trend above serves as the benchmark against which country-specific ad costs or Wine and Spirits industry ad performance would be measured. For context-rich language often used in reports: Facebook Ads benchmarks, CPC trends, CPM analysis and CTR performance narratives commonly reference these kinds of CPI spikes and troughs when discussing country-specific ad costs and cross-industry comparisons.

Closing

This dataset shows that global Cost Per App Install medians for the period June 2025–June 2026 averaged about $15.55, ranged from $9.34 to $30.13, and finished roughly 35% lower than they started — a pattern relevant to Wine and Spirits across all countries available and to anyone tracking Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs, and broader industry ad performance.