Our newsletterVendor reportMetricool, 2026
On Meta, 67% of campaigns target the middle of the funnel, yet 70.9% of spend goes to bottom-funnel objectives
Budget allocation
| Objective | Share of campaigns (%) | Share of investment (%) |
|---|---|---|
| Awareness (Top) | 8.48% | 5.82% |
| Traffic (Middle) | 33.31% | 14.1% |
| Engagement (Middle) | 34.05% | 9.19% |
| Leads (Bottom) | 12.65% | 27.39% |
| Sales (Bottom) | 11.25% | 42% |
| App promotion (Bottom) | 0.25% | 1.51% |
Meta Ads objectives: share of campaigns vs share of spend — by funnel stage, H1 2026 (%)
Meta Ads objectives: share of campaigns vs share of spend — by funnel stage, H1 2026 (%)- Reader Note:
- Two different denominators sit side by side: 67% is a share of campaigns, 70.9% a share of money. Most Meta campaigns chase Traffic or Engagement while most of the budget sits on bottom-funnel objectives, so the average bottom-funnel campaign is far larger than the average mid-funnel one. TikTok leans the same way but less sharply, 58.2% of spend against 32.7% of campaigns. How each platform's objectives map onto funnel stages is the report's own grouping.
- Evidence:
- Observed behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- 44,355 advertisers worldwide running paid campaigns on Meta and TikTok; 628,969 campaigns; $471,491,072.74 in ad spend; compares January-June 2025 vs January-June 2026; grouped by advertisers' average monthly ad spend.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- 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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