Facebook Ads CPM Benchmarks in Italy

Introduction

Italy’s Facebook Ads CPMs tell a two-part story: a soft, cost-efficient first half of the year followed by a sharp lift heading into late Q3 and early Q4. Across all industries in Italy, median CPMs averaged about $9.35 over the period, well below the global benchmark near $19.96. The market spent most months at a discount of 50–70% versus worldwide costs, then surged in September and held elevated through October. Volatility was also higher than the global pattern, with a pronounced late-year spike.

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.

Section 1: The story in the data

Italy’s CPMs started at $11.49 in November 2024, slid to a low of $5.70 by March 2025 (−50% from the November level), and then rebounded. A gradual climb from April to July (peaking at $9.48) was interrupted by an August dip ($6.99), followed by a dramatic September spike to $17.98 and a still-elevated October at $16.10. From start to end, that’s a +40% lift.

Over the 12-month window, Italy’s median CPM:

• Averaged $9.35, with a range from $5.70 (March low) to $17.98 (September high).
• Spent 8 of 12 months below $10, emphasizing generally low country-specific ad costs.
• Exhibited an average month-to-month swing of about $2.37, indicating higher volatility than the global trend.

Key monthly movements included the Q1 trough (January–March averaging roughly $6.21), a steady Q2 rebuild (April–June near $7.24), a mixed Q3 (July lift, August dip), and a September surge that reset the price level heading into early Q4.

Section 2: Seasonal and monthly dynamics

Seasonality is visible. Costs softened through Q1—a common pattern as competition eases after the holidays—then rebuilt in Q2. Mid-summer was uneven, with a July lift followed by an August lull. The standout is late Q3: September’s near-$18 CPM marked the period’s high, with October staying historically elevated for the year. This rhythm aligns with typical Q4 pressures, where demand intensifies ahead of the retail peak.

Section 3: Country vs. Global

Compared to the global benchmark, Italy remained consistently below market for most of the year:

• Italy’s average CPM (~$9.35) was about 53% lower than the global average (~$19.96).
• Monthly gaps were widest in March (Italy 71% below global) and narrowest in September (9% below).
• The global series was steadier, with an average monthly move of about $1.27 and a tight band around $18–21 after January. Italy, by contrast, was choppier, especially with the late-September surge.

Put simply: while the global line drifted within a narrow channel, Italy’s CPM trends moved from deep discounts in Q1 to near-parity in early Q4.

Closing

As a CPM analysis grounded in Facebook Ads benchmarks, this view shows that country-specific ad costs in Italy for all industries were markedly lower than global levels for most of the year, with a notable late-year rise that narrowed the gap. Understanding Facebook Ads CPM benchmarks for all industries in Italy helps advertisers evaluate cost dynamics against global patterns.