Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Nonprofit CPC trends in Italy told a story of extremes: a holiday spike, followed by an abrupt reset and a long run of ultra-low costs. Across the period, Italy’s cost-per-click consistently trailed the global benchmark, with a brief narrowing in December before widening sharply into spring and summer. Volatility was a defining feature, with nearly 20x swings between monthly highs and lows.
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 Nonprofit in Italy compared to the global benchmark.
Italy’s Nonprofit CPC started at $0.51 in November 2024, then lifted 84% to a peak of $0.93 in December. By February 2025, costs reset to $0.07, rebounded to $0.23 in March, dipped to $0.05 in April, spiked to $0.39 in May, and settled into a low band through summer: $0.07 in June, a cycle low of $0.05 in July, and $0.12 in August. Over the months reported, CPC averaged $0.27, with a spread of $0.88 from the December high to the July floor—nearly a 20x swing.
Month-to-month movements were sharp. December to February fell about 92%; February to March rebounded 214%; April to May surged more than sixfold; May to June fell 81%. On average, Italy’s month-to-month absolute change was roughly $0.30, around five times the global benchmark’s $0.06, underscoring materially higher volatility.
By the end of the window, Italy’s CPC had declined 76% from November to August (from $0.51 to $0.12), emphasizing the market’s slide after the holiday peak.
The pattern aligns with familiar seasonal rhythms on Facebook Ads benchmarks: a Q4 lift culminating in December, followed by early-year softness. After the December high, Italy’s Nonprofit CPCs reset abruptly in February and stayed subdued through midsummer. Spring was choppy—brief relief in March and a short-lived spike in May—before returning to low levels in June and July and modestly firming in August. Globally, CPCs eased steadily from late Q4 into Q2 and then held near the low $1.05–$1.06 range over the summer.
Compared against the global benchmark, Italy was below market in every overlapping month. Across the period, Italy averaged $0.27 versus $1.16 globally—about 77% lower. The gap was narrowest in December (Italy $0.93 vs. global $1.30, 29% below) and widest in July (Italy $0.05 vs. global $1.05, 96% below). The global series moved gently downward (−28% from November’s $1.47 to August’s $1.06), while Italy’s path was far more abrupt (−76% from November to August) and materially more volatile.
In sum, Facebook Ads benchmarks show that Nonprofit cost-per-click in Italy remained far below the global average, with pronounced seasonal lift in December and unusually deep troughs from spring into summer. Understanding CPC trends and country-specific ad costs for the Nonprofit industry in Italy helps teams contextualize industry ad performance alongside the global pattern and complements broader CPM analysis and CTR performance benchmarking.
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 Nonprofit 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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