See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
November 2024 - November 2025
Detailed observation of presented data
Italy’s Facebook Ads CTR performance across all industries moved through a year of sharp swings that ultimately closed well above the global benchmark. The story starts modestly in late 2024, sinks into a Q1 trough, then pivots into a dramatic summer surge with July and September spiking to multi‑year-like highs before easing slightly into October. Compared to the steadier global arc, Italy delivered higher highs, lower lows, and far more volatility.
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.
Seasonality showed familiar contours with sharper amplitudes in Italy. Performance softened into late Q4, hit its trough in February, and stabilized through early Q2. A clear rebound emerged in May, followed by a whipsaw Q3: a July spike, an August correction, and a September resurgence. The run-up into October remained strong, consistent with broader patterns where competition rises in Q4 even as engagement can lift around major seasonal moments.
Relative to Facebook Ads benchmarks worldwide, Italy posted a higher average CTR (1.97% vs. 1.81%) but with more pronounced swings. The global trend advanced steadily from 1.75% in November 2024 to 2.08% in October 2025 (+19%), whereas Italy’s path climbed +70% over the same window.
In sum, CTR performance for all industries in Italy outpaced the global Facebook Ads benchmarks on average, with a distinctly more volatile profile and standout highs in July, September, and October. Understanding Facebook Ads click-through rate benchmarks for all industries in Italy helps marketers gauge engagement momentum and compare country-specific ad performance to 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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