Vendor reportMetricool, 2026

TikTok lead campaigns got 1.7x more clicks per campaign than Meta's in 2026

Channel validation

Lead campaigns: clicks — Meta vs TikTok, 2026

Lead campaigns: clicks — Meta vs TikTok, 2026
Platform	Clicks (count)
Meta	5,469
TikTok	9,320

Reader Note:: The averages are 9,320 clicks per TikTok lead campaign against 5,469 on Meta. This is the volume side of the lead comparison: the same campaigns produced 2.2 times more leads, and about 6 leads per 100 clicks against just under 5 on Meta, so conversion differed far less than volume did. These are averages per campaign, and the report does not say what counts as one campaign on either platform.
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.

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Comparing yourself against a similar segment, and choosing what to test next.

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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 two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
The source never says how this number was measured.
The source says how much it looked at, but not how any of it was chosen.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

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

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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

11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

TikTok lead campaigns got 1.7x more clicks per campaign than Meta's in 2026

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