Our newsletterVendor reportTriple Whale, 18 Aug 2026
Sports & Outdoors brands got the most revenue per dollar of Meta ad spend at 2.35 times, and Media & Publishing the least at 1.13 times
Channel validation
| Industry | Median ROAS (revenue per $1 ad spend) | YoY change in ROAS (%) |
|---|---|---|
| Apparel & Accessories | $2.24 | 4.76% |
| Beauty | $1.54 | -3.59% |
| Home & Garden | $2.25 | 6.04% |
| Food & Beverage | $1.61 | 7.08% |
| Health & Wellness | $1.44 | -8.47% |
| Sports & Outdoors | $2.35 | 5.02% |
| Toys, Art, & Collectibles | $1.95 | 2.04% |
| Pets & Animals | $1.6 | 2.5% |
| Electronics | $1.94 | -1.31% |
| Lifestyle & Boutique | $2.04 | 9.72% |
| Baby | $2.25 | 4.2% |
| Books & Music | $1.65 | 2.35% |
| E-Learning & Online Courses | $1.19 | -5.8% |
| Media & Publishing | $1.13 | -3.14% |
| Travel Accessories & Luggage | $2.28 | 0.76% |
| Medical Devices & Equipment | $1.63 | 7.41% |
| Business Supplies & Equipment | $2.34 | 16.56% |
Median return on ad spend (ROAS) and YoY change by industry
Median return on ad spend (ROAS) and YoY change by industry- Reader Note:
- The top of this table is far tighter than first place suggests: Business Supplies & Equipment sits at 2.34, one hundredth behind, with Travel Accessories at 2.28 and both Baby and Home & Garden at 2.25. The bottom is clearer, Media & Publishing at 1.13 against E-Learning's 1.19. Revenue is what Meta attributes to the ad, so the ranking compares categories only so far as the brands in them track purchases the same way.
- 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.
- 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.
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