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Facebook Ads CTR Benchmarks in Italy

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CTR (Click Through Rate) in Italy

November 2024 - November 2025

Insights

Detailed observation of presented data

Introduction

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.

The story in the data

  • Starting point to finish: Italy’s CTR began at 1.70% in November 2024 and ended at 2.89% in October 2025, a +70% lift over the period.
  • Average, highs, lows: The 12‑month Italy average landed at 1.97% (vs. 1.81% globally). The low came in February at 1.40%, while the peak hit 3.03% in July. The overall range spanned 1.63 percentage points (global range: 0.42 points).
  • Month-by-month rhythm: A gentle softening into December (1.63%) gave way to a January pop (1.90%), then a sharp February drop (1.40%) and a flat March–April plateau around 1.42%. Momentum returned in May (2.05%) before easing in June (1.75%). The summer turned explosive: July surged to 3.03% (+116% vs. February), August retraced by roughly half to 1.50% (−51% vs. July), then September rebounded to 2.96% and October held elevated at 2.89%.
  • Volatility: Italy’s average month-to-month absolute move was 0.56 percentage points, about 10x the global average of 0.06 points—evidence of a choppier path despite a stronger finish.

Seasonal and monthly dynamics

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.

Country vs. Global

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.

  • Above vs. below market: Italy outperformed the global median in 5 of 12 months (January, May, July, September, October).
  • Gap dynamics: The narrowest gap appeared in November at roughly 3% below the global median, while the widest advantage came in July (+60% over global). The largest deficit occurred in August (−24% vs. global).
  • Q1 softness, Q3 surge: Italy trailed global levels through February–April by 16–18%, then overindexed sharply in Q3. Italy’s Q3 average reached 2.49%—about 29% higher than the global Q3 average of 1.93%.
  • Stability contrast: Global CTRs moved within a tight 0.42‑point band, peaking in October and easing slightly into November, while Italy’s wider 1.63‑point range underscored more volatile engagement.

Closing

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.

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.