Facebook Ads Cost Per Lead Benchmarks for E-commerce

Introduction

E-commerce cost per lead (CPL) ran hot to start the period, then cooled dramatically—swinging from a persistent premium over the global, all-industry benchmark to a clear discount by mid-year. Across all countries, E-commerce CPL averaged $49 over the last 13 months, notably higher than the $39.83 global baseline. The peak arrived in February 2025 at $68.93 before a sharp reset in July and a continued slide into November 2025, which closed at $21.80—about two-thirds below the prior November.

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 E-commerce in all countries compared to the global benchmark.

The story in the data

The period opens in November 2024 at $61.54 and ends in November 2025 at $21.80—a 65% decline. The series reached its high in February 2025 ($68.93) and its low in November 2025 ($21.80), with an overall average of $49.32. The first eight months (Nov 2024–Jun 2025) averaged a costly $59.18, while the final five months (Jul–Nov 2025) averaged $33.56, a 43% step-down.

Volatility was pronounced. E-commerce CPL moved an average of $8.31 month-to-month—about double the global benchmark’s $4.23. The most abrupt shifts were a drop from June to July (−$18.82), a late-year pullback into November (−$13.80), and an early spike into February (+$17.57). The global line, by contrast, climbed steadily into September ($47.62) before its own sharp November correction to $28.58.

Seasonal and monthly dynamics

The rhythm is clear: elevated CPLs through Q4 2024 and early Q1 2025, with momentum stretching into April ($65.90). Costs eased in May–June (low $50s) before a decisive mid-year reset in July ($31.98). A modest rebound followed in August–September ($37.50–$40.90), then a softer October ($35.60), and a marked trough in November ($21.80). This arc aligns with a year that front-loaded acquisition costs and back-loaded efficiency, reversing the early-year pattern.

The global benchmark showed a different cadence—gradual firming from March through September, then a single, outsized downtick in November—suggesting broader market costs were steadier until late-year.

Country vs. Global

E-commerce CPL across all countries sat well above market in the early stretch: +52% in December 2024, +71% in February 2025, and a cycle-high +88% in March. The premium narrowed in late spring (+24% in June) and flipped to a discount from July onward: −24% in July, −15% in August, −14% in September, and −24% again by November. On average, E-commerce CPLs were 24% higher than the global benchmark across the full period, but the second half ran decisively below it.

Where the global trend climbed into September (+14% from November 2024 to September 2025), E-commerce was choppier and ultimately lower, finishing November 2025 down 65% year over year versus the global decline of 31%.

Closing

These Facebook Ads benchmarks spotlight cost-per-lead dynamics for E-commerce across all countries: a first-half premium over the market, a mid-year reset, and a second-half discount relative to the global line. Understanding CPL trends within industry ad performance—alongside CPC trends, CPM analysis, and CTR performance—helps contextualize country-specific ad costs even when aggregated globally for E-commerce across all countries.