Etsy Offsite Ads (2026): What They Are, 12% vs 15%, and How to Turn Them Off

Etsy Offsite Ads are ads that Etsy runs for your listings on Google, Facebook, Instagram, Pinterest, Bing and other sites. You pay nothing up front and nothing per click. You pay only when a shopper clicks one of those ads and buys from your shop within 30 days: 15% of the order, or 12% if your shop has ever made 10,000 USD in a year, never more than 100 USD per order.

This guide explains how the program works, which rate applies to you, how to turn Offsite Ads off and how to work out whether they are worth keeping. All rules are from Etsy’s help center as of October 2026.

What are Etsy Offsite Ads?

Every Etsy shop is automatically enrolled. Etsy shares your listing titles, photos and descriptions with advertising platforms, and their algorithms decide which listings to show to which shoppers. You can’t choose which listings are advertised and you can’t set a budget. Etsy picks whatever performs best on each channel.

Etsy says the ads can appear on:

• Google search results and the Google Display Network

• Facebook and Instagram

• Pinterest

• Bing

• Etsy’s publishing partner sites

When a shopper clicks one of these ads and then buys from your shop within 30 days, the order is attributed to Offsite Ads and you pay the fee. If they click and don’t buy, you pay nothing.

12% or 15%: the $10,000 threshold

Your rate depends on your shop’s sales in any consecutive 365-day period, not just the last 12 months:

Three details sellers often miss:

• It is a one-way door. Etsy checks your sales every month. Once you cross 10,000 USD, you stay at 12% and stay enrolled even if sales drop later.

• Other currencies are converted. If your shop currency isn’t USD, Etsy converts each order to USD at the exchange rate used when the sale was processed.

• The fee is on the order total, the amount you made from the sale before the ad fee, so shipping you charge counts too.

The 100 USD cap per order kicks in on orders above 666.67 USD at 15% and 833.33 USD at 12%. For most shops it never matters; for furniture, art and jewelry it can.

Etsy Ads vs Offsite Ads: what’s the difference?

The two don’t stack on the same order. If the buyer’s last click before purchasing was an Etsy Ad, only the Etsy Ads fee applies.

Can you turn off Etsy Offsite Ads?

Yes, but only if your shop has never made 10,000 USD or more in any consecutive 365 days. If it has, the Offsite Ads settings won’t let you opt out, and there is no way around it: Etsy treats participation as required for the life of the shop. Those shops get the lower 12% rate instead.

How to turn off Offsite Ads on Etsy

1. On Etsy.com, open Shop Manager.

2. Select Settings.

3. Select Offsite Ads.

4. Choose Opt out of Offsite Ads.

5. Confirm that you want to opt out.

To come back later, open the same Offsite Ads page and choose Turn on Offsite Ads. Keep in mind that clicks from before you opted out can still lead to attributed orders within their 30-day window.

Are Etsy Offsite Ads worth it?

An ad order is not free money, but it is not a loss either: you still keep most of the sale. The real question is how many of those orders are buyers you would not have reached anyway. Take a 40 USD item with 6 USD shipping, costing you 12 USD plus 5 USD to ship, sold from a US shop:

If the ad brought a buyer who would never have found you, you gained 17.48 USD. If the buyer would have bought anyway, for example after searching your shop name on Google and clicking the ad, you lost 6.90 USD. Offsite Ads pay off when this share of ad orders is genuinely new:

Break-even share of new buyers = Offsite Ads fee ÷ profit on an organic order

Here that is 6.90 ÷ 24.38 = 28%. If more than about one ad order in four is a buyer you wouldn’t otherwise get, the ads make you money. With thinner margins the bar rises: a 20 USD item with 5 USD shipping that costs 12.50 USD to make and send earns 9.87 USD organically, the ad fee is 3.75 USD, and you need 38% new buyers.

The hard limit: if your profit on an order is less than 15% of the order total, every ad order loses money. Those are the shops that should opt out while they still can, or raise prices.

Signs Offsite Ads are working for you:

• The Offsite Ads dashboard (Shop Manager → Marketing → Offsite Ads) shows sales from new buyers, not repeat customers.

• Your margin per order is comfortably above 30%.

• Attributed sales are spread across many listings, not just your bestseller that already ranks well.

Check your own numbers, including the 12% rate and the 100 USD cap, in the calculator below.

Common complaints about Etsy Offsite Ads

• Paying for buyers you already had. A repeat customer who googles your shop and clicks an ad triggers the fee.

• One click, several fees. Every order within 30 days of the click can be charged, not just the first.

• No control. You can’t pick listings, set a budget or exclude low-margin products.

• Mandatory forever above 10,000 USD. Growing shops lose the option to opt out, even if sales fall later.

• Fee on shipping. Because the fee is on the order total, shipping you charge is taxed at 15% too.

If you can’t opt out, the practical answer is pricing: build the fee into the price of products that often sell through ads. The target price calculator can include Offsite Ads, and the Etsy fee calculator shows every fee on an order side by side.