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February 2025 - February 2026
Detailed observation of presented data
Italy’s Facebook Ads click-through-rate told a lively story over the last 13 months: higher engagement than the global benchmark on average, but with sharper swings and a pronounced mid-year surge. CTR in Italy for all industries averaged 1.99% across 2025 (2.05% including January 2026), outpacing the global 2025 average of 1.84% and the 13‑month global average of 1.86%. The year opened modestly, dipped into a spring trough, then lifted sharply through late summer and Q4 before breaking to a new high in January 2026. 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 started 2025 at 1.85% CTR, slid to its low in April (1.40%), then rebounded, peaking locally in October (2.68%) and closing December at 2.14%. January 2026 set a new high at 2.78%, marking a 50% lift from the prior January. Across 2025, Italy’s CTR averaged 1.99% versus the global 1.84%—about 8% higher.
Highs, lows, and range underscored the amplitude: Italy ranged from 1.40% to 2.78% (a 1.38‑point spread), while the global series was tighter at 1.65% to 2.10% (0.45 points). Monthly volatility was notably higher in Italy, with absolute month‑to‑month moves averaging 0.46 points, compared to just 0.06 points globally.
Key pivots stood out:
The rhythm matched familiar patterns. Engagement softened into early Q2 (April low), mirrored a summer spike in July, and regained momentum in Q4—a period when global competition intensifies yet creative and deal cycles often lift CTRs. Italy’s Q4 averaged 2.42%, well above the global Q4 average of 2.02%. The August dip interrupted the summer run, but momentum returned in September–November. The January 2026 breakout extended the late‑year strength.
Relative to Facebook Ads benchmarks worldwide, Italy oscillated around parity early, then ran above market in the back half:
At its narrowest, Italy sat just 0.01 points from global in May; at its widest, it led by 0.77 points in July and trailed by 0.30 points in April. Overall, Italy’s trend rose +16% from January to December 2025 (global: +25%), then extended to a stronger January surge that outpaced the market.
CTR performance for Facebook Ads in all industries in Italy was both higher and more volatile than global norms—marked by a spring trough, a summer spike, and a strong Q4 culminating in a January high. Understanding Facebook Ads click-through-rate benchmarks for all industries in Italy helps contextualize country-specific ad costs, CPC trends, CPM analysis, and broader industry ad performance against global patterns.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. 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. 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.
CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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