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Facebook Ads Cost Per Purchase Benchmarks for Marketplaces in Italy

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

Cost Per Purchase for Marketplaces in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry Marketplaces and target country Italy compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • On average, Italy’s Marketplaces cost-per-purchase is below market: 25.49 vs. the global baseline’s 49.24 (about 48% lower).
  • Volatility is very high in the selected data (average absolute month‑to‑month change ~195%) versus a stable global baseline (~4.7%).
  • Seasonal effects appear globally with modest lifts in Q4–Q1; Italy shows sharper Q4–Q1 spikes (Dec–Mar), including a notable surge in March.
  • Over the period, Italy rose from 3.57 in Oct 2024 to 18.08 in Aug 2025 (+406%), while the global baseline edged down slightly (−2.1%).

What the selected data shows (Marketplaces, Italy)

  • Average: 25.49 across Oct 2024–Aug 2025.
  • High/low: High in March 2025 at 74.89; low in October 2024 at 3.57. Range: 71.33.
  • Trend: From 3.57 (Oct) to 18.08 (Aug), a +406% lift.
  • Volatility: Extreme swings, including:
  • Nov over Oct: +47%
  • Dec over Nov: +765%
  • Jan over Dec: +41%
  • Feb over Jan: −86%
  • Mar over Feb: +770%
  • Stabilization: After the March peak, costs settled into mid‑teens to high‑teens in Jun–Aug (17.14, 15.85, 18.08).

How it compares to the global baseline

  • Average: Global 49.24 vs. Italy 25.49 (Italy ~48% below the global average).
  • High/low: Global high in Feb 2025 at 53.89; low in Aug 2025 at 45.69. Range: 8.20 (much narrower than Italy’s).
  • Trend: Global costs drifted from 46.67 (Oct) to 45.69 (Aug) for a −2.1% change, indicating stability.
  • Volatility: Month‑to‑month absolute changes averaged ~4.7% globally, versus ~195% in Italy.
  • Relative positioning:
  • Below market in 9 of 11 months.
  • Above market in January (63.85 vs. 52.31) and March (74.89 vs. 52.61).

Seasonal patterns and notable movements

  • Global seasonality shows modest increases in Q4 and into Q1 (Dec–Feb), consistent with higher holiday demand.
  • Italy’s Marketplaces data echoes the year‑end pressure with a jump in December (45.44) and January (63.85), but diverges with a sharp February dip (8.61) followed by a March spike (74.89).
  • Summer months (Jun–Aug) in Italy tracked closer to a steady band in the mid‑teens to high‑teens, remaining well below the global level.

Summary

Italy’s Marketplaces cost-per-purchase sits well below the global baseline on average, with pronounced spikes around late Q4–Q1 and exceptional month‑to‑month volatility. The global trend is steady, with mild holiday‑period uplift and limited variance. Understanding cost-per-purchase benchmarks on Facebook Ads in industry Marketplaces 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. In the Marketplaces industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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.