Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Italy’s E-commerce CPCs spent the year running well below the global Facebook Ads benchmarks, but with far sharper swings. Costs drifted down from late 2024 into a March floor, then surged through midsummer before easing into autumn. The result is a market that is cheaper than average yet notably more volatile, with standout inflection points in May, July, and September.
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 E-commerce in Italy compared to the global benchmark.
Across the 12-month window (Nov 2024–Oct 2025), Italy’s E-commerce CPC averaged $0.60, compared with a $1.14 global average — roughly 47% lower overall. The period opened at $0.69 in November 2024 and closed at $0.58 in October 2025, a net decline of 16%.
The market traced a clear arc:
Monthly movements were pronounced. The largest jump came in June to July (+$0.36, +71%), while the steepest pullback occurred from August to September (−$0.25, −30%). On average, month-to-month volatility was $0.13 — about 22% of the mean CPC — indicating sharper swings than a typical “steady” market.
Seasonality was evident. Q4 2024 carried relatively elevated CPCs (averaging $0.67 for November–December), then costs softened into Q1, hitting the March low. Momentum returned in late spring and built into a Q3 peak: July ($0.88) and August ($0.84) were the year’s two highest months, before a gradual reversion in September and October. By quarter, Q3 CPCs averaged $0.77, roughly 72% higher than Q1’s $0.45 — a pronounced midsummer premium for E-commerce ad costs in Italy.
Italy remained below market every month, but the gap shifted notably through the year. The widest spread occurred in March, when Italy’s CPC was 66% under the global benchmark ($0.39 vs. $1.14). The narrowest gap came in July, when Italy was just 18% below global ($0.88 vs. $1.07), reflecting the strongest convergence with worldwide pricing. Over the full period, the global series trended lower in a smoother line (−28% from November to October), while Italy’s path was choppier (−16% overall). Measured by average monthly swing, Italy’s volatility ($0.13) was roughly three times the global benchmark ($0.05), underscoring a more turbulent pricing environment despite lower absolute costs.
In sum, Facebook Ads CPC trends for E-commerce in Italy were consistently below the global benchmark, with a pronounced Q1 trough, a strong Q3 surge, and higher-than-average month-to-month variability. Understanding these country-specific ad costs within broader Facebook Ads benchmarks helps frame E-commerce industry ad performance in Italy against global CPC patterns.
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 E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. 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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