Compare ecommerce conversion cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Marketplaces saw a lower and more erratic cost-per-purchase profile versus the global benchmark across the year. After a mid-summer dip, the Marketplaces median cost-per-purchase climbed into a sharp spring spike before retreating into June — a narrative of rises, drops and brief overshoots of the baseline. 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.
Marketplaces began July 2025 at about $29.4 per purchase and finished June 2026 near $38.9 — a net increase of roughly 32% from start to finish. Across the 12 months the Marketplaces median was about $39.1, with a low near $23.5 in September 2025 and a peak of roughly $72.4 in May 2026. That peak represents nearly a threefold swing from the September trough.
Key monthly moves stand out: July→August rose ~44% (to $42.3), August→September plunged ~44% (to $23.5), and a large spring surge from February→March jumped ~64% (to $48.6), continuing through April (+24%) and May (+21%) before collapsing ~46% into June. Average month-to-month absolute change was about $12.9 — a pronounced level of churn for a single metric.
By contrast the global baseline hovered near $49.9 on average (range roughly $43.0–$56.0 across the same period), offering a steadier pattern.
The Marketplaces series shows clear rhythm: a softer late-summer/early-fall trough (September lows), intermittent winter softness (January), then a concentrated spring spike (March–May) that tops out in May and retracts sharply in June. The spring bump aligns with a pronounced pulse rather than a gradual seasonal lift — the change is front-loaded and volatile rather than smooth. Overall volatility is concentrated in isolated months (Sep, Mar–May, Jun) rather than evenly distributed.
Compared with the global benchmark, Marketplaces in All countries available ran materially below baseline for most of the year. The median cost-per-purchase was about 21.7% lower than the global average across the period. The gap varied: at its narrowest in March Marketplaces were roughly 13% below the global benchmark; at its widest in September they were about 56% below. Unusually, April and May flipped the script — Marketplaces rose to about 20% and 53% above the global median respectively — brief overshoots before retreating into June (about 10% below global again). Month-to-month volatility in Marketplaces (avg. ~$12.9) was roughly four times the baseline’s monthly movement (avg. ~$3.1), signaling a more turbulent cost environment.
Understanding Facebook Ads cost-per-purchase benchmarks for Marketplaces in All countries available helps teams contextualize seasonality, spikes and cross-market gaps when comparing CPM analysis, CPC trends and CTR performance against broader country-specific ad costs and industry ad performance.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the Marketplaces industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPP values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
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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. A higher CPA can work when the margin supports it. Measure CPA 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 advertisers stay within a target CPA. It suits experienced advertisers who can monitor performance and adjust regularly. It provides more control and 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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