Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Italy’s CPM story this year is one of lower absolute costs but higher swings versus the global baseline. Across June 2025–June 2026, cost-per-thousand-impressions in Italy ran roughly half the size of the broader benchmark, punctuated by a clear mid‑season spike and a spring trough. 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 All industries in Italy compared to the global benchmark.
Italy’s median CPM (COST_PER_THOUSAND_IMPRESSIONS) averaged about €10.29 across the 13-month window, starting at €7.79 in June 2025 and finishing at €8.87 in June 2026 — a net lift of ≈14% year‑over‑year from month‑to‑month start to finish. The country’s high point came in October 2025 at €15.54 (closely preceded by €15.43 in September), and the low was in April 2026 at €7.13. That span (€7.13–€15.54) represents an €8.41 range — a peak‑to‑trough swing of roughly 118% from low to high. Monthly moves averaged an absolute change of about €1.92, while the standard deviation across months was roughly €3.01, signifying noticeable month‑to‑month variability.
These numbers sit well below the global baseline: the benchmark CPM averaged about €20.76 over the same period. Baseline started at €18.80 (June 2025) and rose to €21.90 (June 2026), an increase near 16.5% — a steadier climb than Italy’s bumpier profile.
The most pronounced momentum occurred in the autumn of 2025. After low single‑digit CPMs in June–August 2025 (around €7–€8.7), Italy posted a pronounced lift into September and October, roughly doubling costs relative to the summer trough. That autumn lift subsided into November–December, where CPMs stayed elevated but below the peak, before falling back to winter/early‑spring levels (January–April 2026). April marked the softest period (€7.13), followed by a modest rebound into late spring. The baseline shows a milder seasonal rise into Q4 and a steadier Q1–Q2 profile than Italy’s sharper swings.
Compared to the global benchmark, Italy ran consistently below market. Monthly ratios (Italy ÷ global) ranged from a high of ~0.80 in September 2025 (about 20% below global) to a low of ~0.30 in April 2026 (about 70% below global). On average Italy’s CPMs were roughly 51% lower than the global CPM. Volatility measures underline the contrast: Italy’s month‑to‑month standard deviation (~€3.01) was about 54% higher than the baseline’s (~€1.95), signaling that Italy was more volatile even as it delivered materially lower CPMs. In short: below average costs, but more erratic movements versus the global trend.
Understanding Facebook Ads benchmarks, CPM analysis, country-specific ad costs, and industry ad performance within All industries in Italy helps advertisers contextualize local media pricing against global CPM patterns and broader signals like CPC trends and CTR performance.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
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.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app