Facebook Ads CPM Benchmarks in Italy

Introduction

Italy’s Facebook Ads CPMs spent most of the year well below the global benchmark, then lifted sharply in Q4. The local market ran inexpensive and relatively steady through the first eight months, surged in September, held level in October–November, and finished with a December spike. Against a globally rising backdrop, Italy’s climb was later and steeper, with more pronounced month-to-month swings.

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.

The story in the data

Across December 2024 to December 2025, median cost per thousand impressions (CPM) in Italy averaged about $11.2, starting at $11.11 in December 2024 and ending at $22.48 in December 2025—roughly a 102% rise year over year. The annual low arrived in February 2025 at $6.21; the high landed in December 2025 at $22.48. From the February trough to the September breakout ($17.72), CPMs nearly tripled, before a flat October–November ($16.46 in both months) and a 37% December jump.

Volatility in Italy averaged roughly 2.48 points per month, reflecting sharper swings than a typical global month. The most dramatic move came in August to September, when CPMs more than doubled (+121%). By contrast, October to November was effectively unchanged (a 0.00-point move), illustrating a brief plateau before the year-end ascent.

Seasonal and monthly dynamics

The first eight months formed a clear low-cost run: January–August CPMs averaged $7.63, generally oscillating between $6–9. A phase shift began in September as competition intensified, with CPMs climbing to $17.72. October and November held that higher ground without further escalation, and December delivered the seasonal peak at $22.48—consistent with year-end pressure that often elevates country-specific ad costs.

Relative to its own baseline, Italy’s mid-year was the softest period (February at 44% below the annual average), while September sat 59% above that average, marking the year’s standout pivot.

Country vs. Global

Globally, median CPMs averaged $20.36 over the same period, starting at $20.44 and ending at $25.45 (+24%). Italy underperformed the global level in every month, but the gap narrowed late in the year:

• Widest gap: February, when Italy’s CPM trailed the global median by about 66%.
• Narrowest gap: September, just 10% below global; December was similarly close at 12% below.

While the global trend rose steadily into Q4, Italy’s path was choppier and more concentrated: a long, low-cost stretch followed by a concentrated Q3–Q4 climb. Italy’s average monthly volatility (2.48 points) was more than double the global benchmark (1.08 points), underscoring a market that moved in larger steps—especially around the September inflection and the December peak.

Closing

In summary, Facebook Ads CPM analysis for all industries in Italy shows a low-cost first half, a pronounced September inflection, and a strong Q4 finish—consistently below the global benchmark but closing the gap late in the year. Understanding CPM benchmarks and country-specific ad costs in Italy helps contextualize media pricing against global Facebook Ads benchmarks and broader industry ad performance trends.