Facebook Ads Cost Per Lead Benchmarks for Retail

Introduction

Retail lead costs ran hot across all countries, consistently above the global benchmark and moving in bigger swings month to month. Median cost per lead (CPL) for Retail averaged $60.6 across the last 12 months, versus a $40.9 global all‑industry average. The year opened with elevated holiday‑carryover costs, eased into January, spiked again in April, then hit the annual low in June before rebuilding through late summer and cooling in early Q4. Volatility was a defining feature, with Retail showing roughly triple the month‑to‑month movement seen in the broader market.

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 Retail in all countries compared to the global benchmark.

The story in the data

Retail CPL started at $75.89 in November 2024 and ended at $53.21 in October 2025, a 30% decline from start to finish. The highs clustered at the bookends of peak demand periods: $75.89 in November and $75.44 in April. The annual low arrived in June at $46.79. Across the year, Retail CPL averaged $60.6, ranging from $46.79 (June) to $75.89 (November).

Month‑to‑month, the data moved in pronounced waves:

• November to January fell sharply (−20% in December, −19% in January).
• February rebounded +29% vs. January, and April spiked +22% vs. March to near peak.
• The sharpest downswing followed: April to June dropped 38% to the year’s low.
• Recovery resumed in late summer: June to August climbed +35%, before easing −16% into October.

Volatility averaged about $10.2 per month in Retail CPL—much choppier than the global benchmark’s $3.2 average monthly change.

Seasonal and monthly dynamics

A clear rhythm emerged:

• Late Q4 (Nov–Dec): elevated CPLs averaging $68.5, reflecting peak‑season competition.
• Q1: costs eased but remained elevated (avg. $58.6), with a February rebound restoring momentum after January’s trough.
• Q2: the most dramatic stretch—an April spike to $75.44 followed by a June low at $46.79; the quarter still averaged a lofty $62.0 given April’s weight.
• Q3: stabilization in the upper‑$50s/low‑$60s (avg. $58.5) as CPLs rebuilt from June.
• Early Q4 (October): a softer $53.21, down from August’s local high.

Notably, Retail spent seven of twelve months above $60, underscoring sustained pressure on country‑specific ad costs despite midyear relief.

Country vs. Global

Against the all‑industry global benchmark, Retail CPL ran higher every month—about 48% above average for the year. The gap was widest in April, when Retail CPL was nearly double the market (+96%), and in March and November (+85% and +83%). The narrowest differentials arrived during the midyear cooldown: June (+14%), October (+18%), and September (+23%).

While the global benchmark followed a steadier climb from a March low ($33.35) to a September high ($48.29) and finished October up 9% versus November, Retail’s path was choppier and net‑down from its elevated holiday starting point. In short: the market rose steadily (+9% Nov to Oct), while Retail’s trend was more volatile and ultimately 30% lower from its November peak.

Closing

Understanding Facebook Ads cost per lead (CPL) benchmarks for Retail in all countries helps marketers interpret country‑specific ad costs, compare Facebook Ads benchmarks to the global market, and contextualize CPL alongside broader CPC trends, CPM analysis, and CTR performance.