See how your CPL compares. Explore lead generation cost benchmarks by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The main story: E-commerce cost-per-lead (CPL) in All countries available ran cooler than the global benchmark on average but was far more volatile, punctuated by deep troughs in early 2026 and two sharp rebounds. 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 available compared to the global benchmark.
Across the 13-month window from June 2025 to June 2026, E-commerce CPLs averaged about $37.26, starting at $45.68 in June 2025 and ending at $48.23 in June 2026 — a modest +5.6% lift across the year. The series hit a high of $57.17 in September 2025 and a low of $20.12 in March 2026. By contrast the global baseline (the overall benchmark) averaged roughly $45.59 over the same months.
Month-to-month movement was dramatic. The largest single-month increase was from May 2026 ($26.28) to June 2026 ($48.23), an 84% jump, while the steepest decline was February → March 2026 (about −45%). Other sharp moves include a −35% fall from November → December 2025 and a +46% rebound from January → February 2026. Measured dispersion underscores this instability: the E-commerce CPL series shows a standard deviation of about $10.4 versus roughly $4.6 for the global benchmark — roughly 2.3× more volatile.
Rhythm-wise, the data shows a late-summer spike (September 2025) followed by a year-end softening into December, then an unusually deep trough through Q1 2026. December 2025 fell to about $28.95, and the low in March 2026 (~$20.12) marks the softest point in the sample. After that Q1 trough, the series staged multiple rebounds — a partial recovery in April–May and a very strong bounce in June 2026. The baseline moves more steadily: it peaks around February 2026 (~$53.35) and softens into spring, but without the same amplitude of month-to-month swings.
Relative to the baseline, E-commerce CPLs were not consistently above or below the market — they crossed the benchmark several times. In June 2025 E-commerce was slightly above the global rate (~6% higher), and in September 2025 it overshot again (~17% above). Most of the year, however, E-commerce trailed the global benchmark: on average about 18% below the overall CPL. The gap reached its narrowest margin when E-commerce was slightly above baseline (June 2025) and its widest negative gap in March 2026 when E-commerce CPLs ran roughly 60% below the global rate. Overall the global benchmark shows steadier, smaller swings while E-commerce in All countries available is more volatile and episodic.
This summary highlights Cost Per Lead dynamics and Facebook Ads benchmarks for E-commerce across All countries available, situating industry ad performance and country-specific ad costs against wider CPL and CPM analysis within the global benchmark.
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 E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. 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.
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A good CPL usually ranges from $10 to $50, depending on your industry and target audience. B2C offers tend to be cheaper, while B2B or high-ticket services may see CPLs over $100.
Your CPL could be high due to weak creative, irrelevant targeting, or an offer that doesn't resonate. Low engagement or poor conversion rates on your landing page can also drive up costs.
Yes. Campaigns optimized for conversions or leads tend to generate cheaper and more qualified leads compared to traffic or engagement objectives. Facebook needs clear signals to find the right users.
Focus on improving your offer, targeting the right audience, and using high-converting creative. Test native lead forms, but make sure you're still qualifying users properly.
If your goal is sales or revenue, optimizing for deeper funnel conversions is better. Optimizing for leads alone can inflate volume but hurt quality.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per lead across different markets
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