See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Marketplaces’ cost-per-purchase mostly ran below the global benchmark through the period, then finished with a dramatic spike. 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 Marketplaces in All countries available compared to the global benchmark.
Starting in June 2025 at about $32.50, Marketplaces’ median cost-per-purchase drifted through a choppy year before closing at $121.10 in June 2026. Across the 13-month window the Marketplaces series averaged roughly $43.1 per purchase, with a low of $23.46 (September 2025) and a high of $121.10 (June 2026). Month-to-month moves were large: the average absolute monthly change was about 34.5%, driven by several sharp swings — a +44% lift into August 2025, a −45% drop into September, a +64% surge into March 2026, and an outsized +120% jump into June 2026.
By contrast the global baseline tracked here averaged about $48.2 per purchase, ranging from $25.50 (June 2026) to about $55.54 (March 2026). For most months Marketplaces sat below the baseline — materially lower in several periods (e.g., roughly 56% below the benchmark in September 2025) — but that relationship flipped late in the series.
The rhythm of Marketplaces’ cost-per-purchase shows alternating stretches of soft and strong months rather than a steady seasonal curve. Mid-summer 2025 and early 2026 show recoveries after troughs (August lift after July dip; March lift after February). Typical Q4 friction is visible as costs move up from October into December before dropping again in January; January 2026 recorded a near-term trough ($24.11). The final two months produce outsized movement: April–May 2026 held elevated medians (~$55), then June 2026 produced an extreme spike to $121.10 while the baseline fell to $25.50 — a sharp divergence in the final month.
Viewed relative to the global benchmark, Marketplaces was generally below market for most of the year — on average about 10.5% below the global median across the window. At its narrowest gap (March 2026) Marketplaces was roughly 13% below the global level; at its widest (June 2026) Marketplaces exceeded the baseline by approximately 375%. Overall the selected series was more volatile than the baseline: the global trend was steadier around the mid-$40s to mid-$50s for most months, while Marketplaces swung between low-$20s troughs and a six-figure-ish jump to $121.
Understanding Cost Per Purchase benchmarks for Marketplaces in All countries available alongside global Facebook Ads benchmarks, CPC trends, CPM analysis and CTR performance provides a clear view of industry ad performance and country-specific ad costs volatility. This summary highlights Marketplaces cost-per-purchase dynamics across All countries available relative to the global benchmark.
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.
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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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.
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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.
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.
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.
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.
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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