Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Arts advertisers in Italy ran well below the global benchmark on cost-per-click throughout the period, but with sharper swings and a clear Q4 flare-up. CPCs started from a December low, lifted rapidly into Q1, dipped in late spring, rebuilt over summer, and peaked in October before easing into November. This mix of soft levels and pronounced movement sets Italy apart: cheaper clicks than the market on average, but more momentum month to month.
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 Arts in Italy compared to the global benchmark.
Across the observed months, Italy’s Arts CPC averaged 0.44, ranging from 0.15 (December 2024) to 0.61 (October 2025) — a peak-to-trough spread of 0.47. Volatility averaged 0.16 points per transition, driven by big moves such as December to January (+0.40), March to May (−0.30), and October to November (−0.27). By contrast, February and March were nearly flat (roughly +0.01 combined), underscoring how calm Q1 was versus the rest of the year.
The rhythm is familiar but pronounced. CPCs climbed sharply out of December into a stable Q1 plateau near 0.55. A softer May marked the weakest 2025 month (0.25), after which costs recovered through early summer, wavered in late summer, and then lifted into early Q4, peaking in October. While performance typically tightens in Q4 as competition rises, November diverged from the October rise, easing to 0.34 in Italy even as global costs accelerated.
The global CPC benchmark stayed remarkably steady around 1.10–1.14 through most of the year, with a late lift to 1.31 in November. From December 2024 through November 2025, the global average was about 1.14, with a narrower range (1.06–1.31) and lower average month-to-month volatility of 0.05 points.
Italy’s Arts CPCs were consistently below market, averaging roughly 62% cheaper than the global benchmark (0.44 vs. 1.14). Month by month, Italy trailed global levels by 44% to 89%: the gap was narrowest in October (0.61 vs. 1.10) and widest in December 2024 (0.15 vs. 1.27). Movement was also choppier in Italy, with about 3.2x the monthly volatility seen globally. Directionally, Italy mirrored the October lift but diverged in November, softening locally while the global series climbed to its period high.
These Facebook Ads benchmarks highlight CPC trends for the Arts industry in Italy: structurally below the global market, but more variable, with a Q1 plateau, a May trough, and an October peak. Understanding country-specific ad costs and industry ad performance provides context alongside broader CPM analysis and CTR performance benchmarks. In short, CPC performance for Arts in Italy remains well under the global average but follows a distinct seasonal cadence versus the market.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the Arts 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.
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.
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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.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
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