Facebook Ads Cost Per Purchase Benchmarks in Italy

Introduction

Italy’s cost per purchase told a dramatic story this year: a steep lift into spring, a sharp correction into summer, and an unusually low finish in October. Across all industries, Italy averaged $51.77 per purchase, modestly above the $49.33 global benchmark, yet it closed the period far below market. Peaks in February–April contrasted with deep troughs in July, September, and October, creating a 4x spread between highs and lows. 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’s median cost per purchase (CPP) started at $51.20 in November 2024 and ended at $21.55 in October 2025 — a 58% decline end to end. The year’s high arrived in April at $89.29, following a surge from $48.87 in January to $77.42 in February and $72.68 in March. After April’s peak, CPP retreated to $56.78 in May and $44.28 in June, then plunged to a summer low of $22.68 in July. August briefly rebounded to $72.10 before September reset the trend to $24.25, and October landed at the period’s low of $21.55.

Across the 12 months, Italy averaged $51.77, ranging from $21.55 to $89.29. Month-to-month volatility averaged $21.48, indicating pronounced swings versus the more stable global pattern. For context, global CPP averaged $49.33 with an average monthly swing of only $2.58. In short, Italy’s all-industry market moved in bigger arcs and changed direction more abruptly than the global benchmark.

Seasonal and monthly dynamics

Seasonality came through in two distinct acts:

• Late Q4 into early Q1 was mixed: $51.20 in November, a softer $40.15 in December, and then a build to $48.87 in January.
• A strong Q1–Q2 climb crested in April at $89.29 — the high watermark for the year.
• Post-peak, the market corrected steadily through May and June, then broke sharply lower in July.
• Q3 was turbulent: a July trough, an August spike, and a September drop back to near the July low.
• October remained depressed, suggesting a late-year trough often seen when competition rises, even as CPC trends, CPM analysis, and CTR performance fluctuate for different objectives.

Averaging the periods underscores the rhythm: November–April averaged $63.27, while May–October averaged $40.27 — a 36% downswing in the back half.

Italy vs. Global

Relative to Facebook Ads benchmarks, Italy alternated between above- and below-market territory. It sat above global CPP in November, February, March, April, May, and August; below in December, January, June, July, September, and October. The gap was widest in April, when Italy’s $89.29 outpaced the global $51.61 by 73%. On the downside, Italy trailed by roughly 50% in July, September, and October versus global CPPs of $47.15, $48.99, and $43.33, respectively. The narrowest gap came in January, when Italy’s $48.87 was just 6% under the global $52.12.

While the global trend stayed relatively steady (−4% from November–April to May–October), Italy’s pattern was choppier and more forceful, falling 36% across the same halves. That combination — slightly higher average CPP but a much more volatile path — defined Italy’s country-specific ad costs across all industries.

Closing

Understanding Facebook Ads benchmarks for cost per purchase across all industries in Italy highlights a year of elevated volatility, sharp seasonal arcs, and wide gaps versus the global trend. For industry ad performance comparisons — alongside CPC trends, CPM analysis, and CTR performance framing — these Italy benchmarks help clarify how the market diverged from global patterns.