Our newsletterVendor reportTriple Whale, 18 Aug 2026
Meta captured 66.88% of the total ad budget among Triple Whale ecommerce brands in the latest year.
Budget allocation
66.88%
of ecommerce ad budgets went to Meta (Facebook and Instagram) among Triple Whale brands from August 2025 to July 2026
- Reader Note:
- Two thirds of paid budget on a single platform — but measured among brands that chose a tool built for ecommerce advertising on Meta, so the concentration partly describes who is in the dataset rather than how ecommerce spends. The report gives no breakdown of where the remaining third went and no comparison year for this figure, so it says nothing about whether Meta's share is rising or falling.
- 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:
- Performance data from over 40,000 brands using Triple Whale, covering Meta ads (Facebook and Instagram) and grouped into 17 ecommerce industry categories; selection details not disclosed.
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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