Facebook Ads Cost Per Purchase Benchmarks for Marketplaces

Introduction

Marketplaces across all countries ran cheaper purchases than the broader market for most of the period, but with far choppier month-to-month swings. Cost per purchase (CPP) started unusually low in November 2024, surged through early 2025, sank into late spring, then spiked again in August before settling in the mid-to-high 30s by October–November. Compared to the global benchmark, Marketplaces spent less to convert in most months, with only a few brief stretches above market.

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 across all countries compared to the global benchmark.

The story in the data

• Starting point: 12.73 in November 2024, ending at 39.12 in November 2025 — a +207% lift off an anomalously low base.
• Average: 37.05 across the 13-month window, below the global average of 48.06 (−23%).
• Highs and lows: Peak at 54.74 in August 2025; trough at 12.73 in November 2024. Excluding that outlier, the range ran 28.01–54.74, with a typical month in the mid-30s.
• Volatility: Monthly moves averaged 11.15 points in Marketplaces versus 3.45 for the global benchmark — roughly 3.2x more volatile.

The sequence reads like a series of waves. CPP leapt from 12.73 in November to 37.18 in December, then climbed through Q1 to 54.00 in February before easing to 48.21 in March. A sharp reset followed in Q2, sliding from 32.55 in April to a local low of 28.01 in May. From there, CPP rebuilt modestly into June–July (33.83 and 31.41), spiked to the period-high 54.74 in August, then corrected to 29.43 in September. The final stretch stabilized: 35.77 in October and 39.12 in November.

For 2025 year-to-date (January–November), Marketplaces averaged 39.25, still below the global 48.37 but less influenced by the November 2024 outlier.

Seasonal and monthly dynamics

• Q1 strength: 2025 Q1 averaged 48.96, the strongest quarter, with February as the first peak.
• Q2 softness: A clear trough emerged in April–May (32.55 and 28.01), consistent with a mid-year lull before summer sales periods.
• Summer spike and correction: August’s 54.74 marked the second crest, followed by a sharp September correction to 29.43.
• Q4 steadiness: October–November held in the mid-to-high 30s, a steadier profile than earlier in the year.

In the global benchmark, CPP was relatively stable through most of 2025, then turned sharply lower in November (30.61), compressing typical Q4 costs.

Country vs. Global

Marketplaces across all countries undercut global CPP most months. The category averaged 23% below the global level across the full window (37.05 vs. 48.06). The gap narrowed to near parity in February (+0.3% above global) and swung positive again in August (+8.6%) and November 2025 (+27.8%), when the global benchmark dropped unusually hard. The widest underperformance came at the edges: November 2024 sat 70% below global, while late-spring and early fall months trailed by 30–45% (May: −45%; September: −41%).

Trend-wise, the global line eased gradually through 2025 with a pronounced November downdraft (−41% from January to November). Marketplaces moved more dramatically — a strong Q1, a deeper Q2 dip, a sharper August spike, and a quicker September correction — making the category markedly more volatile than the broader benchmark.

Closing

These Facebook Ads benchmarks show that cost per purchase for Marketplaces across all countries typically runs below the global average but with larger swings month to month. While this readout centers on CPP, it aligns with how marketers track CPC trends, CPM analysis, and CTR performance to understand country-specific ad costs and industry ad performance. Understanding cost per purchase benchmarks for Marketplaces across all countries helps advertisers evaluate conversion costs against global patterns.