Skip to content
Vendor reportMetricool, 2026

TikTok Product Sales campaigns got 1.5x more clicks per campaign than Meta Sales in 2026

Channel validation

Sales campaigns: clicks — Meta vs TikTok, 2026

Sales campaigns: clicks — Meta vs TikTok, 2026
PlatformTotal Clicks
Meta13,228
TikTok20,217
Reader Note:
Meta Sales and TikTok Product Sales are different campaign objectives, and the report compares them head to head anyway. TikTok's closest equivalent to Meta Sales is Web conversions, which takes 27.7% of TikTok ad spend against Product Sales' 2.4%, and the report never compares it to anything. The source's own glossary says cost per action is comparable only within the same objective, never across different ones. The TikTok side rests on 297 campaigns in 2026, down from 1,093 the year before, so what is left is the advertisers for whom it was already working. Clicks per campaign also sit on unequal budgets: $3,333 per TikTok campaign against $2,681 on Meta.
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.
  • 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.
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.