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Facebook Ads Cost Per Purchase Benchmarks in Italy

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, Italy’s cost-per-purchase ran above market on average and was far more volatile than the global baseline.
  • Average cost-per-purchase in Italy was 52.11, about 9% higher than the global baseline at 47.82.
  • The series showed sharp swings: a high of 86.52 in April and a low of 22.68 in July, with an August spike. By contrast, the baseline moved within a much narrower band.
  • From the first to the last month, Italy rose 26.3%, while the baseline declined 30.8%.
  • Seasonal signals: a step-up through Q1–Q2 into April, a summer trough in July, and a late-summer surge in August; globally, costs were steadier until a September dip.

This analysis looks at cost-per-purchase trends for industry All industries available and target country Italy compared to the global trend.

Italy overview (selected data)

  • Average: 52.11 across Oct 2024–Sep 2025.
  • High/Low: Peak in April at 86.52; trough in July at 22.68 (range 63.84).
  • Trend from first to last month: +26.3% (26.75 in Oct 2024 to 33.79 in Sep 2025).
  • Volatility:
  • Average absolute month-to-month change: 21.26.
  • Average absolute month-to-month percent change: 52.8%.
  • Notable moves:
  • November jumped 91% vs October (51.20 vs 26.75).
  • April reached the annual high (86.52).
  • July marked the low (22.68), followed by a dramatic August rebound (+219% MoM to 72.33).
  • September eased to 33.79 (−53% MoM from August).

Global baseline

  • Average: 47.82.
  • High/Low: Peak in February at 53.89; low in September at 32.29 (range 21.60).
  • Trend from first to last month: −30.8% (46.67 to 32.29).
  • Volatility:
  • Average absolute month-to-month change: 3.25.
  • Average absolute month-to-month percent change: 7.0%.
  • Notable moves: The sharpest baseline shift was a −29% drop from August to September; otherwise changes were modest (mostly 1–8%).

Italy vs. global

  • Level: Italy averaged 9% above market overall, with higher peaks and deeper troughs. It ran above the baseline in 7 of 12 months (notably February, March, April, May, August, and September) and below in 5 (including October, December, January, June, and July).
  • Volatility: Italy’s variability (21.26 average monthly move) was over 6x the baseline, indicating more pronounced swings in acquisition cost throughout the year.
  • Seasonality: While the baseline showed relatively steady Q4–Q2 levels and a September dip, Italy featured a Q1–Q2 build-up culminating in April, a July low, and a pronounced late-summer spike in August. This suggests stronger seasonal amplitude in Italy than the global pattern.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry All industries available and Italy helps advertisers make more efficient budget and creative choices.

Understanding the Data

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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Italy Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 25Liberation Day
May 1Labour Day
Jun 2Republic Day
Aug 15Ferragosto
Nov 1All Saints' Day
Dec 8Immaculate Conception
Dec 25Christmas Day
Dec 26St. Stephen's Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)

Potential Advertising Impact

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.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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