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Facebook Ads CTR Benchmarks in Italy

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CTR (Click Through Rate) in Italy

December 2024 - December 2025

Insights

Detailed observation of presented data

Introduction

Italy’s Facebook Ads click-through rate (CTR) story over the past 13 months reads like a market with bursts of attention and sharp resets. Across all industries, Italy averaged 2.00% CTR versus a 1.81% global benchmark, finishing the period notably higher than it started and peaking dramatically in early Q4. The pattern is marked by two standout surges in July and October and two soft patches in April and August—signs of a market with strong upside potential and higher-than-average 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.

The story in the data

  • Starting point: 1.81% in November 2024. Ending point: 2.26% in November 2025—up 0.45 points, a +25% lift year over year.
  • Average: Italy’s CTR averaged 2.00% across the period, ahead of the 1.81% global average by about 10%.
  • Highs and lows: The trough arrived in April 2025 at 1.43%, followed by a steep climb to the period high of 2.79% in October—nearly doubling (+95%) from the April low. Other high points: July (2.78%) and September (2.74%). A brief cooldown followed in November (2.26%), still well above the period average.
  • Volatility: Month-to-month absolute movement averaged 0.49 points in Italy, far choppier than the global benchmark’s 0.06—about 9x more volatile. The most dramatic swings clustered mid-year: July’s leap (+1.02 points), August’s slide (−1.12), and September’s rebound (+1.08).

Seasonal and monthly dynamics

The first half of the period showed a gentle rise and fall: a late-year dip into December (1.64%), a January lift (1.86%), and a February softening (1.54%) before stabilizing in March (1.78%). April marked the clear low point (1.43%), with a rebound in May (1.96) and a partial reset in June (1.76).

The summer and early autumn window brought the most dramatic rhythm. July spiked to 2.78%, August softened to 1.66, and September surged again to 2.74. October set the high watermark at 2.79 before a measured normalization in November (2.26). This arc aligns with patterns where engagement intensifies into late Q3 and early Q4, with August as the seasonal trough in many European markets.

By quarter:

  • Q2 (Apr–Jun) averaged 1.71% in Italy, slightly below the global 1.76%.
  • Q3 (Jul–Sep) averaged 2.39% in Italy versus 1.91% globally—Italy’s strongest relative window.
  • Early Q4 (Oct–Nov) averaged 2.52% in Italy, ahead of the global 2.00%.

Italy vs. Global

Italy outperformed the global Facebook Ads benchmarks in 8 of 13 months. The narrowest gap appeared in March (+0.05 points, roughly +3% over global). The widest lead arrived in July (+0.89 points, +47%), closely followed by September (+43%) and October (+36%). Periods of underperformance were concentrated in April (−16% vs. global), August (−15%), February (−7%), and a few marginal dips in December and June (~3% below).

While the global trend rose steadily and predictably—climbing from 1.66% in February to 2.04% in October before easing to 1.96% in November (+12% from Nov to Nov)—Italy’s path was more kinetic, finishing +25% from November to November and spanning a much wider range (1.43% to 2.79%, a 1.36-point spread vs. the global 0.38).

Closing

Taken together, these Facebook Ads benchmarks show CTR performance for all industries in Italy running above the global average, with pronounced mid-year swings and Q3–Q4 strength. Understanding Facebook Ads click-through rate benchmarks for all industries in Italy helps marketers gauge engagement dynamics against global patterns and interpret country-specific ad performance alongside broader CPM analysis and CPC trends.

Understanding the Data

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.

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 is CTR and why does it matter for Facebook ads?

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.

What's the average CTR for Facebook ads in 2025?

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.

Why is my Facebook ad CTR consistently low?

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.

Is CTR still a reliable metric for ad performance in 2025?

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.