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Facebook Ads CPM Benchmarks for Transportation and Logistics in Italy

Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type

CPM (Cost Per Mille) for Transportation and Logistics in Italy

October 2024 - October 2025

Insights

Detailed observation of presented data

Overview and key takeaways

This analysis looks at cost-per-thousand-impressions (CPM) trends for industry Transportation and Logistics and target country Italy compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

  • Across April–July 2025, the selected market sits well below the global baseline, averaging about 80% lower CPMs.
  • The selected series is highly volatile month-to-month, with a sharp spike in May, a correction in June, and a rebound in July.
  • Global CPMs show clear seasonality: elevated in Q4 and softer in Q1, stabilizing around mid-year.

Selected data performance

  • Period covered: Apr–Jul 2025.
  • Average CPM: 3.91.
  • High and low:
  • High: 6.68 (May 2025).
  • Low: 0.42 (April 2025).
  • First-to-last change: up roughly 1,272% from April (0.42) to July (5.72).
  • Notable moves:
  • April to May: +1,501% (from 0.42 to 6.68), a sharp surge from a very low base.
  • May to June: −57% (down to 2.84), a pronounced correction.
  • June to July: +101% (up to 5.72), partial recovery.
  • Volatility:
  • Standard deviation ≈ 2.46; coefficient of variation ≈ 63%, indicating large swings relative to the level.

Comparison to the global baseline

  • Like-for-like period (Apr–Jul 2025) baseline:
  • Average CPM: 19.18 (selected at 3.91 is about 79.6% lower, i.e., well below market).
  • High and low: 19.74 (May) and 18.60 (April).
  • Volatility is minimal (coefficient of variation ≈ 2%), reflecting a stable global trend relative to the selected series.
  • Full 12-month baseline (Oct 2024–Sep 2025):
  • Average CPM: 19.80.
  • Seasonal peak: 24.67 in November 2024.
  • Q1 softening: ~18.0–19.4, followed by a steady mid-year band around 19–20.

Seasonal context and pattern recognition

  • Baseline seasonality is evident: costs typically rise in Q4 around holiday periods, ease in Q1, and stabilize into Q2–Q3.
  • The selected Transportation and Logistics data for Italy spans Q2–Q3 only and shows within-period volatility rather than a clear seasonal arc: a May spike, June dip, and July rebound.

Bottom line

  • Level: The selected CPMs for Transportation and Logistics in Italy are consistently below average versus the global baseline (about 80% lower on a like-for-like basis).
  • Range and swings: The selected market shows a wide range (0.42–6.68) and large month-to-month changes, contrasting with the globally steady 18.6–19.7 range over the same months.
  • Direction: From April to July, the selected series trends upward overall despite mid-period fluctuation.

Understanding COST_PER_THOUSAND_IMPRESSIONS benchmarks on Facebook Ads in industry Transportation and Logistics and Italy helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Transportation and Logistics 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Italy Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Apr 20Easter Sunday
Apr 21Easter Monday
Apr 25Liberation Day
May 1Labour Day
Jun 2Republic Day
Aug 15Ferragosto
Nov 1All Saints' Day
Dec 8Immaculate Conception
Dec 25Christmas Day
Dec 26St. Stephen's Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas & post‑Christmas sales (late December), Ferragosto (mid‑August) summer tourism, Back‑to‑school (September)

Potential Advertising Impact

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.

What affects CPM rates on Facebook Ads?

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.

Why does my CPM vary so much between campaigns?

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.

What's a competitive CPM for 2025?

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.

Does audience size or targeting affect CPM more?

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.

Should I worry more about CPM or CPC?

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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