Facebook Ads CTR Benchmarks in Italy

Introduction

Italy’s Facebook Ads click-through rate ran below the global benchmark on average, but with far sharper swings. Across all industries, Italy posted a year of contrasts: a powerful early-summer lift culminating in a July spike, followed by a steep late-summer reversal that pushed CTR to its low in September. The global series, by comparison, moved steadily higher through the year. 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

• Starting point to ending point: Italy opened at 1.69% in November 2024 and ended at 1.01% in September 2025, a 40% decline from start to finish. The global benchmark rose from 1.74% to 2.12% over the same span (+22%).
• Averages and extremes: Italy’s median CTR averaged 1.70%, compared with the global 1.81% (about 6% lower). Italy’s high was 2.98% in July; the low was 1.01% in September. Globally, the range was tighter, from 1.67% (February) to 2.12% (September).
• Volatility: Month-to-month absolute movement in Italy averaged 0.54 points, far above the global 0.06 points—roughly nine times more volatile.
• Key moves:
• December softened to 1.41% (−17% vs. November), then January rebounded to 1.89% (+34% vs. December).
• February–April stayed subdued around 1.38–1.43%, hovering below the global benchmark.
• A sharp rally began in May (2.13%, +51% vs. April) and held into June (1.86%), peaking in July at 2.98% (+60% vs. June).
• The reversal was equally pronounced: August fell to 1.46% (−51% vs. July), and September landed at 1.01% (−30% vs. August).

Seasonal and monthly dynamics

Italy’s CTR performance shows a familiar rhythm, but with outsized amplitude. End-of-year softness gave way to a choppy Q1: a strong January pop punctuated by February–March pullbacks. Q2 marked a meaningful rebound, with May standing out as a local high and June holding close. The most dramatic movement arrived in Q3: an exceptional July, followed by a rapid unwind through August and September. Globally, performance typically firms into mid-year and continues into Q3; this year’s global pattern followed that arc, while Italy diverged sharply after July.

Italy vs. Global

Italy averaged below market (1.70% vs. 1.81%) but briefly outperformed in 4 of 11 months (January, May, June, July). The gap shifted widely:

• January sat 12% above global; May was 19% above; July was the standout at 57% above market.
• Conversely, Italy lagged the most in late Q3: August was 28% below global, and September widened to 52% below.
• The narrowest gap came in June (roughly at parity), underscoring how Italy’s peaks and troughs compressed and then stretched the distance to the global line.
• Range and stability also differed: Italy’s CTR spanned nearly 1.96 points across the period, versus 0.44 points globally, reinforcing that Italy’s all-industry CTR performance was materially more volatile than the global benchmark.

Closing

In sum, Facebook Ads benchmarks show Italy’s all-industry CTR performance averaging 1.70% with dramatic mid-year swings—briefly running above market around May–July before a sharp late-summer retreat—against a steadier global climb to 2.12% by September. Understanding Facebook Ads click-through rate benchmarks for all industries in Italy helps marketers contextualize CTR performance alongside country-specific ad costs, CPC trends, and broader CPM analysis when comparing outcomes to global patterns.