Compare lead generation cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: E‑commerce cost per lead (CPL) across All countries available tracked broadly in line with the global benchmark for much of the year, but the story is defined by sharp month-to-month swings and one dramatic spike. 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 the E‑commerce CPL average was about $42.32, versus a global baseline average of $44.10 — roughly 4% lower on average. The series opened at $38.60 in July 2025 and closed at $35.58 in July 2026 (a modest decline of ~7.8% overall). Yet that steady headline masks extremes: the low point was $20.30 in March 2026, and the high point was an outlier spike to $114.81 in June 2026. Monthly moves were large — the median month-to-month absolute percent swing averaged nearly 49% (driven by the June jump and the follow‑on July fall). Compared to the baseline’s far steadier ~11% average monthly absolute swing, the E‑commerce series was materially more volatile.
Key monthly movements: August 2025 nudged slightly above July (+7%), September climbed to ~$57 (+38% vs August), then fell back into the low‑$40s through autumn. December and January saw troughs around $29 and $25 respectively. March marked the low at $20.30 before a recovery into spring, then May sat in the low $30s and June erupted to $114.81 — a ~247% month-over-month rise from May — followed by a 69% drop into July 2026.
Rhythm in the data shows softer late‑year and early‑year pockets (Dec–Jan dips around $25–$29) and a choppy spring with a pronounced trough in March. The late‑spring to early‑summer window was unstable: May was steady in the low $30s, then June produced the outlier spike and July swung back toward the mid‑$30s. Compared with the baseline, the global pattern contains steadier seasonal rises and falls; the E‑commerce series’ tempo was markedly jumpy.
Relative to the global baseline, E‑commerce CPL was closest in August 2025 (about 6% below global) and most divergent in March 2026 (about 60% below global). The largest upside vs global came in June 2026 when CPL ran roughly 210% above the baseline. On average across the year E‑commerce CPL sat slightly below the global benchmark, but it was decidedly more volatile — a pattern that shows up in comparisons with other Facebook Ads benchmarks, CPC trends and CPM analysis for industry ad performance and country-specific ad costs.
Understanding cost‑per‑lead benchmarks for E‑commerce across All countries available provides a data‑grounded lens on CPL volatility and how industry ad performance maps against broader global patterns.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. In the E-commerce industry, Facebook ad costs can be variable, with peaks during holiday seasons and in competitive product categories. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPL values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
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.
Weak creative, irrelevant targeting, or an offer that does not resonate can raise CPL. Low engagement or poor landing-page conversion rates can also increase costs.
Yes. Campaigns optimized for conversions or leads tend to generate less expensive, more qualified leads than traffic or engagement objectives. Facebook uses the optimization signal to find users.
Improve the offer, target the right audience, and use high-converting creative. Test native lead forms while continuing to qualify users.
For sales or revenue goals, optimize for deeper-funnel conversions. Optimizing for leads alone can increase volume while reducing quality.
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