Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
All-industry Facebook Ads CPMs in Italy ran consistently below the global benchmark across the past 13 months, but the story isn’t just “cheaper.” Italy’s market moved in two acts: a calm, low-cost first half of 2025 followed by a sharp Q3–Q4 lift that peaked in October before cooling into year-end and resetting lower in January 2026. Volatility was noticeably higher than the global trend, with September standing out as the breakout month.
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 CPM started 2025 at 7.24 and ended January 2026 at 5.92, an 18% decline across the window. The annual average landed at 9.56, with a low of 5.92 (January 2026) and a high of 16.42 (October 2025) — a 2.8x swing from trough to peak. The first half of 2025 held in a tight 6–8 range (February 6.15; April 6.69; May 6.71), before momentum built in July–August (8.85 and 7.89) and then surged in September to 16.00. October marked the top at 16.42, followed by a controlled fade in November (15.35) and a steeper cool-down in December (11.00) and January 2026 (5.92).
Month-over-month volatility averaged 2.27 points, driven by a +8.11 jump in September (+103% vs. August) and a -5.08 drop in January 2026 (-46% vs. December). Despite the Q4 lift, the full-period trajectory moved net lower by the end of the observation.
Seasonally, Italy showed a pronounced midyear inflection. The average CPM in H1 2025 was 7.14, while H2 averaged 12.59 — roughly 76% higher, reflecting tighter inventory and rising competition into late Q3 and Q4. The rhythm followed a familiar pattern for country-specific ad costs: a summer climb, an early Q4 plateau (October–November), a December cool-down, and a January reset. The October apex and November plateau indicated sustained demand before the holiday taper.
Relative to Facebook Ads benchmarks globally, Italy stayed below market throughout. Italy’s 13‑month average CPM of 9.56 was about 52% lower than the global 19.81. The gap narrowed during peak season: at its tightest in September, Italy trailed by about 20% (16.00 vs. 19.96), while the widest gap appeared in February at roughly 66% below (6.15 vs. 17.90). Even at Italy’s October peak, CPMs remained about 24% under the global level (16.42 vs. 21.69).
Volatility was higher in Italy: the average absolute monthly move was 2.27 vs. 1.63 globally, about 39% more swing. Range tells a similar story. Italy’s spread of 10.50 was large relative to its mean (about 110%), whereas the global spread of 9.48 represented roughly 48% of its mean. The global curve rose into a November high (25.22) and eased into January (15.74), a -11% decline from January 2025 to January 2026; Italy’s end-to-end decline was steeper at -18%.
Understanding Facebook Ads CPM benchmarks for all industries in Italy anchors CPM analysis against global patterns, helping teams interpret country-specific ad costs and the seasonal lift that shaped Italy’s 2025 trendline.
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.
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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.
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.
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