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Facebook Ads Cost Per Purchase Benchmarks for SaaS & Cloud Platforms in Italy

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

Cost Per Purchase for SaaS & Cloud Platforms in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: key takeaways

  • Based on $3B worth of advertising data, this analysis compares cost per purchase for SaaS & Cloud Platforms in Italy to the global trend.
  • Over Oct 2024–Aug 2025, Italy’s costs are high and volatile: average 83.30, rising 115% from October to August, with a summer surge peaking in July.
  • Versus the global baseline (average 49.24 over the same months), Italy runs 69% above market on average—below global only in February.
  • Seasonality here skews to a late Q2–Q3 spike; typical Q4 pressure is muted for this segment, while the global series shows a modest December uptick and steady easing into summer.

What the Italy series shows (SaaS & Cloud Platforms)

This analysis looks at cost per purchase trends for industry SaaS & Cloud Platforms and target country Italy compared to the global trend.

  • Period covered: Oct 2024–Aug 2025
  • Average: 83.30
  • High: 143.37 (July 2025)
  • Low: 51.27 (February 2025)
  • First-to-last change: +114.9% (58.31 in Oct 2024 to 125.29 in Aug 2025)
  • Volatility: average month-to-month absolute change of 18.31
  • Notable swings:
  • Feb → Mar: +70.4% (51.27 to 87.36)
  • Mar → Apr: −32.6% (87.36 to 58.83)
  • Apr → May: +54.3% (58.83 to 90.77)
  • May → Jun: +38.6% (90.77 to 125.85)
  • Jun → Jul: +13.9% (125.85 to 143.37)
  • Jul → Aug: −12.6% (143.37 to 125.29)

Pattern: relatively steady in Q4–Q1, a brief dip in February, then a sharp climb from March with the strongest costs in early summer (June–July).

How Italy compares to the global baseline

  • Overlapping period average: Italy 83.30 vs global 49.24 (Italy +69%).
  • High/low comparison:
  • Italy range: 51.27–143.37 (2.8× spread)
  • Global range (Oct–Aug): 43.19–53.89 (1.25× spread)
  • Month-to-month volatility: Italy 18.31 vs global 2.24 (about 8.2× more volatile).
  • Directionally:
  • Italy rose +114.9% from Oct to Aug; global declined −2.1% (46.67 to 45.69).
  • Italy was above market in 10 of 11 months; the exception was February (−4.9% vs global).
  • Biggest gaps vs global:
  • May: +78%
  • June: +168%
  • July: +210%
  • August: +174%
  • Global seasonality note: the baseline shows a December lift (Nov → Dec +19%) and a gradual decline into mid–late summer; it continues easing to a low of 32.29 in September 2025.

Seasonal and monthly highlights

  • Q4 2024: Italy remained relatively stable (58–62 in Oct–Nov, easing to 56 in Dec), while the global series ticked up in December.
  • Q1–Q2 2025: a February trough in Italy was followed by a sharp March rebound and sustained escalation through June.
  • Q3 2025: Italy peaked in July (143.37) and cooled slightly in August; costs remained far above the global average throughout the summer.

Understanding cost per purchase benchmarks on Facebook Ads in industry SaaS & Cloud Platforms 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 SaaS & Cloud Platforms 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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