Facebook and Instagram CPM (cost-per-mille) in Italy 2020-2022
ad investments of more than 30 percent over the first half of 2020, a survey showed.
The cost per thousand impressions of Facebook and Instagram ads seemed to be affected by the coronavirus (COVID-19) pandemic, too. In Italy, the CPM (cost-per-mille) decreased from 1.39 euros as of mid-February 2020 to 0.47 euros as of March 21, 2020. The value increased again to 1.08 euros by April 11, 2020. The drop in spending can be explained with the lower capacity to invest in social media advertising. Unsurprisingly, about 44 percent of Italian professionals estimated a decrease in