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Facebook Ads Cost Per Purchase Benchmarks for Public Safety in Italy

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Cost Per Purchase for Public Safety in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry Public Safety and target country Italy compared to the global trend. It is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • There is no available selected data for Public Safety in Italy in the period provided, so direct above/below-market comparisons cannot be made. The global baseline is used as the reference point.
  • Globally, cost-per-purchase averaged 47.73 over Sep 2024–Sep 2025, with a peak in Feb 2025 (53.89) and a low in Sep 2025 (32.29).
  • Seasonality is clear: costs rose sharply into late Q4 (Nov→Dec +19.3%) and peaked in early Q1, then softened into summer with a pronounced dip in Sep 2025.
  • Volatility in the global series averaged about 2.99 points per month (≈6.4% average absolute month-to-month change). Overall change from Sep 2024 to Sep 2025 was -30.7%.

Scope and context

  • Metric: cost-per-purchase (median by month)
  • Industry: Public Safety
  • Country: Italy
  • Comparison: selected segment vs. global baseline (all industries and countries)

Selected segment overview (Public Safety, Italy)

No selected_data points were available for Public Safety in Italy during the analysis window. As a result:

  • Averages, highs, lows, and month-to-month volatility for the selected segment cannot be computed.
  • Relative positioning versus market (above market, below average, in line) cannot be determined.
  • Use the global baseline below as a directional benchmark until Italy-specific data is available.

Global baseline trend (all industries, all countries)

Period: Sep 2024–Sep 2025

  • Overall level:
  • Average: 47.73
  • High: 53.89 (Feb 2025)
  • Low: 32.29 (Sep 2025)
  • Range: 21.60 points
  • Trend and seasonality:
  • Q4 uplift: After easing in November (43.19), costs jumped into December (51.53; +19.3% vs. November).
  • Early-year peak: Continued strength into Q1, topping out in February at 53.89 (the period’s high).
  • Gradual softening: From March through August, costs edged down from ~52.61 to 45.69.
  • Late-period dip: A sharp drop in September 2025 to 32.29 (−29.3% vs. August), the lowest point.
  • Volatility and change:
  • Average absolute month-to-month change: 2.99 points (≈6.4%).
  • Largest month-to-month increase: November→December 2024 (+8.34 points; +19.3%).
  • Largest month-to-month decrease: August→September 2025 (−13.40 points; −29.3%).
  • Net change from first to last month: −30.7% (Sep 2024 to Sep 2025).

Relative positioning vs. market

  • Because no Italy Public Safety data is present, we cannot classify the segment as above market, below average, or in line with overall trends.
  • The global baseline indicates typical seasonal patterns for cost-per-purchase: rising in late Q4/early Q1 and moderating into summer, with the most pronounced dip at the end of the period.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Public Safety 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 Public Safety 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.

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