Triple Whale (2026) — Meta ads benchmarks by ecommerce industry

Summary:

This report was published by Triple Whale, an ecommerce analytics company that sells marketing measurement software. The goal is to help brands compare their Meta ad results with peers and spot where costs or returns are moving.

Triple Whale looked at performance data from more than 40,000 brands using its platform over a 12-month period. The data covers Meta ads, including Facebook and Instagram, and reports median results overall and across 17 industry groups.

• Meta stayed the main place these brands spent money, taking 66.88% of total ad budget.
• Across all industries, median CPA rose to $38.99 and CPM rose to $15.06, so buying reach and customers got more expensive.
• Conversion rate slipped to 1.53%, but click-through rate improved to 2.39%, which suggests ads were winning more clicks even if those clicks did not always turn into sales.
• Overall ROAS edged up to 1.88 and AOV rose to $73.36, while MER dipped to 0.48.

Keep in mind that this is a vendor report and the sample only includes brands using Triple Whale, which likely skews toward ecommerce advertisers on that platform and may not represent all Meta advertisers.

The page gives the rough sample size and data window, but it does not explain important details like how brands were selected, how industries were assigned, or whether outliers were filtered.