See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The headline: cost-per-purchase for Marketplaces ran materially below the global benchmark for most of the 12-month window, but the category finished the period with a notable rebound that pushed it toward — and briefly above — market levels. 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.
Across June 2025–May 2026 the median Cost Per Purchase for Marketplaces averaged roughly $35.23, starting at $32.50 in June 2025 and ending at $44.45 in May 2026 — a 36.8% lift from start to finish. The category’s low point was $23.46 (September 2025) and the high was $52.89 (April 2026), a swing of about $29.42 (roughly a 125% increase from trough to peak). Monthly movement was choppy: several abrupt declines (notably September 2025 and January 2026) were followed by strong rebounds in March–April 2026. Median monthly absolute change averaged about $9.18, signaling sizable month-to-month momentum shifts.
The global baseline for the same 12 months averaged about $49.77 per purchase. Marketplaces therefore ran on average ~29% below that baseline, with gaps varying widely month to month.
Seasonality shows a soft late-summer trough (September 2025) and a powerful rebound through the spring of 2026. September 2025 marked the category low at $23.46, then October–December settled back into the low-to-mid $30s. January 2026 dipped again near $23.92 before a sustained climb that produced March’s $45.27 and April’s $52.89 peak. The late-Q1 to Q2 lift was the strongest momentum of the year for Marketplaces, reversing earlier softness and producing the period’s highest volatility.
Patterns resemble a marketplace business cycle with deep, short troughs and rapid recoveries — a rhythm that produces both dramatic month-to-month lifts and periods of consolidation.
Compared to the global baseline, Marketplaces largely trailed: in most months the Cost Per Purchase was 20–55% below global levels (e.g., −56% in September 2025, −51% in January 2026). The gap narrowed in Q1–Q2 2026 as Marketplaces rose faster than the baseline, culminating in April and May 2026 when Marketplaces exceeded the global benchmark by about 8% and 5% respectively. Volatility underscores the difference: Marketplaces’ average monthly swing (~$9.18) was roughly three times the baseline’s average swing (~$3.08), making the category noticeably more volatile than the overall market.
Understanding Facebook Ads benchmarks for Cost Per Purchase in Marketplaces across All countries available gives a clear view of how industry ad performance compares to broader CPM analysis, CPC trends, and CTR performance signals embedded in global, country-specific ad costs.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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