See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Italy’s Cost Per Purchase (CPP) tells a lively story against the global Facebook Ads benchmarks: slightly cheaper on average, dramatically more volatile, and highly seasonal. The year opens with firming costs into spring, hits an April spike, then slides into a deep summer trough before stabilizing in late Q4. The standout moments are pronounced—April’s surge and October’s dip—producing wide gaps versus the global baseline, which stayed comparatively steady until a sharp reset in November.
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.
Italy’s CPP averaged 46.4 across the last 13 months, ranging from a low of 22.44 in October 2025 to a high of 92.26 in April 2025—more than a 4x swing. The period began at 42.93 in November 2024 and closed at 38.33 in November 2025, a 10.7% year-over-year decline. Key movements stood out: a soft December (40.41), a sharp lift in February (64.06) and March (61.05), the April peak (92.26), a May correction (48.90), summer weakness (24.98 in July), a brief August rebound (54.69), and an October trough (22.44) before a November recovery (38.33).
Volatility was the defining feature. Absolute month-to-month movement averaged 17.1 points in Italy, roughly five times the global pattern (3.45). The global baseline ranged more narrowly—from 30.61 in November 2025 to 53.81 in February 2025—with a 48.1 average across the same period.
The rhythm was clear:
Performance typically tightens through Q4 as competition rises, but Italy’s sequence leaned atypical: a deep October trough followed by partial relief in November.
Across the full window, Italy’s CPP (46.4) sat about 3% below the global average (48.1). The relationship, however, swung widely month to month. Italy ran below the global level in 7 of 13 months, near parity in November 2024, and far above in specific spikes—most notably April 2025, when Italy’s CPP was roughly 80% higher than the global median (92.26 vs. 51.39). The country recorded its deepest discounts in July (−47%), September (−47%), and October (−51%), while posting notable premiums in February (+19%), March (+16%), April (+80%), August (+9%), and November 2025 (+25%).
Globally, CPP held within a mid-40s to low-50s band for most of the year before a pronounced drop to 30.61 in November 2025. Italy’s year-over-year decline (−10.7%) was milder than that global reset (−28.4%).
Overall, Facebook Ads benchmarks for Cost Per Purchase across all industries in Italy point to country-specific ad costs that were slightly below global levels but far more volatile, with sharp spring highs and deep autumn lows. Understanding CPP trends and CTR performance context at a country level helps anchor industry ad performance comparisons between Italy and the global benchmark.
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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app