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February 2025 - February 2026
Detailed observation of presented data
Italy’s Cost Per Purchase tracked close to the global Facebook Ads benchmarks on average, but the path was far more dramatic. Across all industries in Italy, median CPP averaged 49.08 over the last 13 months, nearly level with the 49.61 global baseline. Yet Italy swung from a deep October trough to a sharp April spike, producing wider month-to-month moves than the market. 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 all industries in Italy compared to the global benchmark.
The year opened at 47.67 in January 2025 and closed at 53.95 in January 2026—an overall rise of about 13%. The high point came in April at 85.60, while the low arrived in October at 23.62, a 3.6x spread. Italy’s monthly CPP movements averaged 17.5 points in absolute terms, far choppier than the global trend.
Key beats in the timeline:
The rhythm follows familiar seasonal pressure points but with amplified moves. Early Q1 strengthened, peaking into a pronounced April surge. Mid-year proved unstable, with July and September lows bracketing a brief August rebound. Performance softened into October—a common Q4 pattern as competition intensifies—before stabilizing through November and December and rising again in January.
On average, Italy sat roughly 1% below global CPP levels, but month-to-month gaps were wide. Italy ran above market in:
And below market in:
The gap was narrowest in November and December (−3% to −4%). It was widest in October (−55% vs global) and then inverted dramatically in January 2026, when Italy’s CPP more than doubled the global median. Volatility was the defining difference: Italy’s average monthly swing (17.5) was roughly five times the global baseline (3.33). Globally, CPP declined steadily across the period—ending January 2026 down to 25.15—while Italy rebounded to 53.95.
These Facebook Ads benchmarks highlight Cost Per Purchase dynamics for all industries in Italy: an average in line with global levels, but with sharper month-to-month swings and pronounced seasonal peaks and troughs. Understanding country-specific ad costs through CPP trends—alongside broader CPM analysis and CTR performance context—helps ground expectations when comparing Italy’s industry ad performance to global patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Italy, advertisers should consider local market factors and user behavior. 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.
Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)
CPM and CPC might increase during spring holidays when Italians engage in travel or leisure. Ferragosto may see travel and hospitality ads face high competition while retail CPMs dip. Late November and December see ad demand surges. 'Ponte' long weekends could affect ad pacing with stronger performance on adjacent weekdays.
It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.
Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.
Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.
Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.
Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.
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