Facebook Ads Cost Per Purchase Benchmarks in Italy

Introduction

Italy’s cost per purchase (CPP) told a year of extremes: a sharp spring spike, a deep autumn trough, and a late-year return to baseline. Across all industries, Italy averaged a CPP of about 48.5, sitting below the global benchmark at 51.4 (around 6% cheaper overall) but moving with far more intensity. The standout month was April, when CPP jumped to 85.6—well above market—before plunging into an October low of 23.4. Momentum flipped multiple times through the year, with pronounced swings in Q2 and a notably soft Q3–Q4.

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 story in the data

Italy opened the year at 47.7 in January and closed at 48.5 in December—virtually flat (+1.6%) end to end. The path in between was anything but. CPP surged from March (59.9) to April (85.6), a +43% month-over-month lift, then halved in May (45.8, −46% from April). Midyear, CPP fell to 26.8 in July, rebounded to 56.0 in August (+109% MoM), dipped again in September (30.8), and bottomed in October at 23.4 before recovering into November (41.5) and December (48.5).

For the year, Italy’s CPP ranged from 23.4 to 85.6—a 62-point spread. The median sat close to the mean at roughly 48.1, underscoring a “typical” price point around the high 40s despite the dramatic swings. Volatility was pronounced: average month-to-month movement came in near 18.6 points. By contrast, the global CPP moved a modest 1.8 points on average per month.

Seasonal and monthly dynamics

The rhythm was two-speed. The first half ran elevated: Q1 averaged roughly 56.6 and Q2 peaked at 61.8, driven by April’s outsized surge. The second half was markedly softer: Q3 averaged about 37.9 and Q4 settled near 37.8 despite a late-year rebound. The low point in October stood out as the year’s trough before conditions normalized into the holiday period.

Globally, the pattern was smoother and gently downward. The global CPP eased from mid‑50s in Q1 (about 53.7) to the high 40s in Q4 (around 48.3), with December the annual low at 45.1. This aligns with typical year-end dynamics when purchase rates often rise during promotions, pulling cost per purchase down even as auction pressure can climb.

Country vs. Global

On average, Italy ran below market (48.5 vs. 51.4), but the relationship flip‑flopped month to month. Italy came in above the global benchmark six times (notably February, March, April, June, August, and December) and below it six times. The gap swung widely: Italy was most above market in April (+64% vs. global) and most below in October (−56%). At its narrowest, the spread was modest—June (+6%), August (+6%), and December (+7%). While the global line declined steadily about 15% from January to December, Italy’s path was choppier, with peak-to-trough moves over 70% and a nearly flat full‑year net.

In short, Italy’s all‑industry CPP in 2025 was cheaper than the global benchmark on average, more volatile by an order of magnitude, and defined by an exceptional April spike followed by a prolonged, softer second half.

Understanding Facebook Ads benchmarks for cost per purchase in all industries in Italy—alongside global CPC trends, CPM analysis, and CTR performance—helps clarify country-specific ad costs and benchmark industry ad performance against the worldwide pattern.