Facebook Ads Insights Tool

Facebook Ads Cost Per Purchase Benchmarks for Marketplaces

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase for Marketplaces

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: Marketplaces, all countries

This analysis looks at cost-per-purchase trends for industry Marketplaces and target country All countries available compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Marketplaces runs below market: average cost-per-purchase (CPP) is 33.07 versus a global baseline of 49.24 (about 33% lower).
  • Volatility is elevated: average month-to-month move is ~14.55 for Marketplaces, versus ~2.24 for the baseline (~6.5× higher).
  • Seasonal pattern is clear in both series: a rise from December into January–February, followed by softer spring/summer.
  • Over the period, Marketplaces CPP rises 45% from October 2024 to August 2025; the baseline edges down ~2% over the same window.

Marketplaces (all countries): trend overview

  • Level: Average CPP of 33.07 across Oct 2024–Aug 2025.
  • Highs and lows:
  • High: February 2025 at 61.19.
  • Low: November 2024 at 12.16.
  • Notable spikes/dips: A sharp dip into November, then a sustained climb through December (38.53) and January (48.83) to a February peak (61.19). A mid-year rebound appears in August (40.42) after July softness (22.84).
  • Momentum:
  • First-to-last change: +45% (27.89 in Oct 2024 to 40.42 in Aug 2025).
  • Average month-to-month absolute change: ~14.55.
  • Above/below own average (33.07): 5 of 11 months above (Dec, Jan, Feb, Mar, Aug); 6 below.

Comparison to the global baseline

  • Level comparison:
  • Baseline average (Oct 2024–Aug 2025): 49.24.
  • Marketplaces sits about 33% below the global level, i.e., “below market” for most of the year.
  • Month-by-month, Marketplaces is below the baseline in 10 of 11 months; February is the only month above (+14% vs baseline).
  • Highs and lows (overlapping period):
  • Baseline high: February 2025 at 53.89.
  • Baseline low: November 2024 at 43.19.
  • Note: The global series continues to ease into September 2025, reaching 32.29 after the comparison window.
  • Volatility:
  • Baseline average month-to-month absolute change: ~2.24.
  • Marketplaces volatility is ~6.5× the baseline, indicating more pronounced swings.
  • Seasonal shape:
  • Both series show elevated CPP in late Q4/early Q1: increases from December into January–February.
  • The global trend drifts down gradually into summer, while Marketplaces exhibits sharper mid-year fluctuations with an August uptick.

Seasonal context

  • Q4–Q1: Costs build into December–February in both series, with the Marketplaces peak in February (61.19) aligning with the baseline’s annual high.
  • Spring–Summer: Marketplaces cools faster than the baseline from March through July, then lifts in August; the baseline remains steadier and lower-volatility.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Marketplaces and All countries available helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Marketplaces industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. 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.

What's a healthy cost per purchase for ecommerce brands?

It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.

How does product price impact CPA benchmarks?

Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.

Why are my purchase costs going up despite stable ROAS?

Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.

Should I use manual bidding to control CPA more effectively?

Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.

How do I scale spend without letting CPA skyrocket?

Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.

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