Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Entertainment advertisers in Italy spent most of 2025 buying clicks far below the global going rate—until a dramatic year-end surge flipped the script. Through Q1–Q3, Facebook Ads CPCs in Italy’s Entertainment category held well under the worldwide benchmark, then accelerated in Q4, briefly moving above market in December. The year reads as a trough-to-peak story: a mid-year lull culminating in a steep holiday lift, with sharper month-to-month swings than the global trend.
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 Entertainment in Italy compared to the global benchmark.
CPC for Entertainment in Italy started 2025 at €0.44 in January and ended at €1.26 in December, a +184% rise across the year. The annual average was €0.42, with an exceptionally low point in July (€0.05) and a peak in December (€1.26). The range across the year was wide at roughly €1.21, underscoring material pricing dispersion.
Monthly movements show the rhythm of the market: February softened to €0.26, March recovered to €0.45, and April dipped again to €0.24 before stabilizing around €0.27–€0.36 into early summer. July marked the sharpest trough at €0.05; from there, CPCs rebuilt steadily—€0.17 in August, €0.34 in September, €0.38 in October—before leaping to €0.78 in November and spiking to €1.26 in December. The average absolute month-to-month change was €0.20, indicating high volatility. The steepest jumps arrived in the holiday window: +€0.40 from October to November and +€0.48 into December. From the July low to the December peak, CPC multiplied roughly 27x.
Seasonality is clear. Q3 was the softest period (average €0.19), anchored by July’s trough, while Q4 surged (average €0.80), more than quadrupling Q3 levels. Earlier in the year, Q1 averaged €0.38 and Q2 moderated to €0.29, suggesting relatively accessible clicks prior to peak-season competition. The cadence aligns with familiar platform dynamics: performance typically softens through Q4 as competition rises, with engagement and costs adjusting around major retail moments. In Italy’s Entertainment segment, that late-year lift was pronounced.
Against the global Facebook Ads benchmarks, Italy’s Entertainment CPCs were consistently below market for 11 of 12 months. The annual average in Italy (€0.42) trailed the global average (€1.13) by about 63%. The gap was widest in July, when Italy’s CPC sat approximately 96% below global levels. It narrowed into Q4—about 41% below in November—and flipped in December, when Italy’s CPC was roughly 19% above the global median. Year-over-year momentum also diverged: the global benchmark eased slightly from January to December (−6%), while Italy’s Entertainment CPC climbed sharply (+184%). Volatility was higher in Italy as well, with average monthly changes (~€0.20) running more than 3x the global pattern (~€0.06).
In short, CPC trends for Entertainment in Italy in 2025 show a low-cost first three quarters, a deep July trough, and a strong Q4 acceleration that briefly moved above global pricing. Understanding Facebook Ads benchmarks for CPC—at both the country-specific ad cost level and versus the global baseline—helps contextualize industry ad performance for Entertainment in Italy across the year.
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 Entertainment 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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