Our newsletterVendor reportFlywheel, 2026
Online learning is the one education segment that puts most of its ad budget into Meta, at 55% against 30% for Google
Budget allocation
Online Learning benchmarks: channel mix — % of ad spend by platform
Online Learning benchmarks: channel mix — % of ad spend by platform- Meta55%
- Google30%
- LinkedIn10%
- TikTok5%
| Platform | % of ad spend |
|---|---|
| Meta | 55% |
| 30% | |
| 10% | |
| TikTok | 5% |
- Reader Note:
- The full mix is Meta 55%, Google 30%, LinkedIn 10%, TikTok 5%. This is the only segment in the report where Meta leads: career prep puts Google first at 40%, and higher education splits Google, Meta and LinkedIn evenly at 30% each. These are shares of ad spend, not of results, so a channel's share says nothing about what it returned. The benchmarks blend Flywheel's client data with third-party research and unnamed industry conversations without saying how much comes from each.
- Evidence:
- Expert judgment
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Aggregated Flywheel client data, plus third-party research and industry insider conversations; no sample size or selection details disclosed.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Hearing how someone who knows the field reads it, and deciding what to check yourself.
Not for
- Anything that needs a measurement. Nobody counted or tested this.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source never says how this number was measured.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source says how much it looked at, but not how any of it was chosen.
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