Quick Summary
| Revenue Level | Offsite Ads Fee | Can Opt Out? |
|---|---|---|
| Under $10,000/year | 15% per attributed sale | Yes |
| $10,000+/year | 12% per attributed sale | No (mandatory) |
Etsy Offsite Ads is Etsy's program that advertises your listings on Google, Facebook, Instagram, and Pinterest. When a buyer clicks an ad and purchases within 30 days, you pay a fee on that sale.
See your real Etsy take-home
Enter your sale price and see exactly what you keep after all fees.
The controversy: shops making over $10,000/year cannot opt out. You're enrolled automatically, and there's no way to turn it off. This makes understanding the true cost essential for pricing your products.
What Are Etsy Offsite Ads?
Etsy takes your listings and advertises them across major platforms:
- Google Shopping and search ads
- Facebook and Instagram feeds
- Pinterest promoted pins
- Bing shopping ads
You don't choose which listings get advertised or where they appear. Etsy's algorithm selects products it thinks will convert well and handles all the ad buying.
When someone clicks an Offsite Ad, Etsy tracks them with a cookie. If they purchase anything from your shop within 30 days, you pay the Offsite Ads fee on that entire order—not just the item they clicked on.
The Attribution Window Problem
The 30-day attribution window is generous for Etsy, aggressive for sellers. Here's why it matters:
A buyer clicks your ad on January 1st, browses your shop, leaves without buying. On January 28th, they return directly to Etsy, search for your shop by name, and purchase. You pay the Offsite Ads fee because the sale happened within 30 days of the ad click.
Was that sale "caused" by the ad? Maybe. Maybe not. But you pay either way.
How Much Do Etsy Offsite Ads Cost?
15% Fee (Shops Under $10,000/Year)
If your shop made less than $10,000 in the past 365 days, Offsite Ads charge 15% of the order total (item price + shipping) when attributed to an ad click.
Example: $50 item + $5 shipping = $55 order total × 15% = $8.25 Offsite Ads fee
This is on top of your regular Etsy fees (6.5% transaction + 3% payment processing), so total fees on that sale would be around 24-25%.
12% Fee (Shops Over $10,000/Year)
Shops that crossed $10,000 in trailing 365-day revenue get a reduced 12% rate. The rate change happens automatically when you hit the threshold.
Example: $50 item + $5 shipping = $55 order total × 12% = $6.60 Offsite Ads fee
Still significant, but 3% lower than small shops pay.
Fee Stacking Reality
Offsite Ads fees stack with all other Etsy fees. Here's what a $50 sale actually costs when attributed to Offsite Ads:
| Fee Type | Amount |
|---|---|
| Listing fee | $0.20 |
| Transaction fee (6.5%) | $3.25 |
| Payment processing (3% + $0.25) | $1.75 |
| Offsite Ads fee (12%) | $6.00 |
| Total fees | $11.20 (22.4%) |
For shops with 15% Offsite Ads, that jumps to $12.70 (25.4%). More than a quarter of your sale goes to fees before you account for product costs, shipping materials, or your time.
Can You Opt Out of Etsy Offsite Ads?
If You Make Under $10,000/Year: Yes
Go to Shop Manager > Settings > Offsite Ads and toggle the program off. Your listings stop appearing in Etsy's external advertising immediately.
To opt out:
- Open Shop Manager
- Click Settings (gear icon)
- Select "Offsite Ads"
- Click "Stop advertising my products"
- Confirm your choice
You can opt back in anytime if you change your mind.
If You Make Over $10,000/Year: No
Once your shop crosses $10,000 in trailing 365-day revenue, enrollment becomes mandatory. There is no opt-out. Etsy's terms of service require participation for shops at this revenue level.
This is the most controversial aspect of the program. Sellers with established businesses have no choice but to factor the 12% potential fee into their pricing.
Workarounds that don't work:
- Opening a new shop (Etsy tracks by identity, not just shop)
- Reducing prices to stay under $10,000 (revenue is trailing, damage is done)
- Closing and reopening shop (same identity issue)
The only way to avoid mandatory Offsite Ads is to not sell on Etsy—which is exactly why sellers are frustrated.
See your real Etsy take-home
Enter your sale price and see exactly what you keep after all fees.
Are Etsy Offsite Ads Worth the Cost?
When Offsite Ads Help
High-margin products: If your profit margin is 50%+ after product costs, the 12-15% ad fee still leaves room for profit. Offsite Ads become free advertising you only pay for when they work.
Products that need discovery: Unique items that buyers wouldn't search for directly benefit from being shown to browsing audiences on Facebook and Pinterest.
Competitive niches: If you're competing against sellers running their own Facebook/Google ads, Offsite Ads levels the playing field without requiring ad management expertise.
When Offsite Ads Hurt
Low-margin products: If your margins are already thin (30% or less), the 12-15% fee can push you into unprofitability on attributed sales.
Strong organic presence: If buyers already find you through Etsy search, social media, or direct traffic, Offsite Ads may charge you for sales you would have gotten anyway.
Products with long consideration cycles: The 30-day window means impulse purchases get attributed fairly, but considered purchases might have happened without the ad.
Calculating Your Real ROI
Track your Offsite Ads performance in Shop Manager > Stats > Traffic Sources > Offsite Ads.
Key metrics to watch:
- Offsite Ads revenue: Total sales attributed to ads
- Offsite Ads fees: Total fees paid
- Percentage of total sales: What portion of revenue comes through ads
If Offsite Ads represent 5% of your sales but you'd estimate 3% would have happened anyway, you're paying for 2% of genuinely new business. That might be worth it—or not—depending on your margins.
How to See Which Sales Came From Offsite Ads
Every order shows its traffic source in your order details:
- Go to Shop Manager > Orders & Shipping
- Click on any order
- Look for "Traffic source" in the order details
- "Offsite Ads" indicates the fee applies
You'll also see Offsite Ads fees itemized in your Payment account under fee breakdowns.
Etsy's Stats dashboard shows aggregate Offsite Ads performance over time, including which listings are generating the most ad-attributed sales.
Strategies for Mandatory Enrollees
If you're over $10,000 and can't opt out, here's how to adapt:
Price for the Fee
Assume 10-20% of your sales will be attributed to Offsite Ads. Build that into your pricing:
Old pricing: $50 product with 40% margin = $20 profit New pricing: $56 product to maintain $20 profit after potential 12% fee
Not every sale will have the Offsite Ads fee, so you'll sometimes make slightly more. But pricing for the worst case protects your margins.
Focus on Repeat Customers
Repeat purchases from existing customers bypass the 30-day attribution window (assuming their first purchase was more than 30 days ago). Building customer loyalty through great products and service reduces your Offsite Ads exposure over time.
Optimize High-Performing Listings
Check which listings generate the most Offsite Ads revenue. If certain products consistently convert from ad traffic, those are your workhorses. If products get clicks but few conversions, the fees hurt without payoff.
Accept It as a Marketing Cost
Some sellers reframe Offsite Ads as their marketing budget. Instead of spending 12% on Facebook ads themselves (with uncertain results), Etsy handles targeting and only charges when sales happen. It's not free, but it's performance-based.
Frequently Asked Questions
Can I turn off Etsy Offsite Ads if I make over $10,000?
No. Enrollment is mandatory for shops with $10,000+ in trailing 365-day revenue. There is no opt-out option regardless of preferences or circumstances.
How long is the Etsy Offsite Ads attribution window?
30 days. If a buyer clicks an Offsite Ad and purchases from your shop within 30 days, you pay the fee—even if they came back through a different source.
Do Etsy Offsite Ads show on Google or Facebook?
Both, plus Instagram, Pinterest, and Bing. Etsy advertises across major platforms and selects placements algorithmically.
What's the difference between 12% and 15% Offsite Ads fees?
Shops under $10,000/year pay 15%. Shops over $10,000/year pay 12%. The rate changes automatically when you cross the threshold.
Can you opt back in after opting out of Offsite Ads?
Yes. If you're under $10,000 and opted out, you can re-enable Offsite Ads anytime in your shop settings.
Do Offsite Ads fees stack with transaction fees?
Yes. Offsite Ads fees are in addition to listing fees, transaction fees (6.5%), and payment processing fees (3% + $0.25). Total fees on an ad-attributed sale can exceed 22-25%.
How do I see which sales came from Offsite Ads?
Check individual order details for "Traffic source: Offsite Ads" or view aggregate data in Shop Manager > Stats > Traffic Sources.
Are Etsy Offsite Ads better than running my own Facebook ads?
Depends on your skills and time. Etsy handles targeting and optimization, charging only for conversions. Self-managed ads give you control but require expertise and upfront spending with no guaranteed sales.
Next Steps
Whether you love or hate Offsite Ads, understanding their impact on your business is essential. Track your ad-attributed sales percentage monthly and factor it into your pricing strategy.
Use our Etsy profit calculator to see how Offsite Ads fees affect your margins at different price points.
For strategies to increase organic Etsy traffic (and reduce reliance on paid advertising), check out our guide on Etsy SEO and tags that rank.
Looking to run your own Etsy ads instead? Our Etsy Ads guide covers Promoted Listings setup, bidding strategies, and ROI tracking—the ads you control.
See your real Etsy take-home
Enter your sale price and see exactly what you keep after all fees.