Skip to content
Vendor reportMetricool, 2026

Meta Sales ROAS fell in every account-size tier between 2025 and 2026

Channel validation

Account SizeChange in ROAS 2026 (%)
Tiny-22%
Small-11%
Medium-8%
Big-3%
Huge-19%

Change in Meta Ads ROAS by account size, 2025 vs 2026 (%)

Reader Note:
Tiers by average monthly ad spend: Tiny <$100, Small $100–500, Medium $500–2K, Big $2K–10K, Huge $10K+.
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.

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.
  • The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
  • Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
  • The source says how much it looked at, but not how any of it was chosen.
Channel validationTrend

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Vendor report

GWI, 2026

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Go deeper on this topic

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

Coming soon

This feature isn’t available yet.