eBay Promoted Listings Standard charges 2–20% of the sale price as an ad fee, on top of regular FVF.
You only pay the ad fee when a buyer clicks your promoted listing and purchases within 30 days.
Use this calculator when preparing for a business decision that depends on this metric. Calculating the figure in advance — rather than estimating — prevents the kind of imprecision that leads to suboptimal choices.
The most consequential business calculation error is excluding indirect costs from the calculation. Labour, overhead, and opportunity cost are frequently omitted when evaluating profitability, producing overstated margin figures.
A marketing manager calculates campaign ROI: £15,000 spend, £72,000 in attributed revenue, 35% gross margin. Net profit from the campaign: £10,200. ROI: 68%. The figure justifies the budget allocation and provides the benchmark for the next campaign.
2–5% for most categories. eBay suggests rates but you can set your own. Higher rates get more visibility.
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