The honest version. Median Meta-attributed ROAS, CPA, CTR and conversion rate across eleven ecommerce verticals, from roughly 35,000 brands. The number that matters up front: the real median ROAS is about 1.86x, not the 4x the internet keeps repeating.
Find your exact target ROAS →| Vertical | Meta ROAS | CPA | CTR | CVR |
|---|---|---|---|---|
| Automotive accessories | 2.54x | $34.15 | 2.22% | 1.30% |
| Sports & outdoors | 2.28x | $43.89 | 1.91% | 1.28% |
| Apparel & accessories | 2.18x | $36.76 | 2.25% | 1.46% |
| Home & garden | 2.18x | $46.46 | 2.22% | 1.32% |
| Baby & kids | 2.17x | $30.04 | 1.91% | 1.85% |
| Toys, art & collectibles | 1.93x | $34.87 | 2.19% | 1.52% |
| Electronics | 1.92x | $49.48 | 2.19% | 1.20% |
| Pet supplies | 1.58x | $38.18 | 2.13% | 1.80% |
| Beauty & cosmetics | 1.57x | $37.92 | 2.27% | 1.94% |
| Food & beverage | 1.56x | $38.15 | 1.85% | 2.02% |
| Health & wellness | 1.50x | $38.55 | 2.70% | 1.72% |
| All-industry median | 1.86x | $38.19 | 2.19% | 1.60% |
Medians from Triple Whale, full-year 2025, ~35,000 ecommerce brands. Platform-attributed (Meta-reported), not blended. Platform CPM was about $14.19, up roughly 20% year on year, and average order value about $71.69. Verticals with thin data (eyewear, candles, footwear, digital products) are left out rather than proxied.
Because they are honest. The 3x to 4x ROAS quoted everywhere is usually blended across retargeting and brand, or inflated by view-through and 7-day-click conversions Meta claims but your store never counts. Measured on the platform, the real median is 1.86x. That is not a reason to panic, it is a reason to set targets off your margin, not the dashboard. Your break-even ROAS is 1 divided by your real gross margin, and your target sits above it to cover overhead and profit. What is a good ROAS walks the logic, and the margin benchmarks show the break-even floor per vertical.
Calculate your target ROAS →Same kind of cohort, different attribution. Google reads higher because last-click favours search demand that already existed. Read each on its own model, never head to head.
Last-click favours search; captures existing demand.
Last-click understates it; view-through heavy, low AOV.
The demand-generation workhorse; the spine of this report.
ROAS is the last number in a chain. These are the steps that decide it, each one a sourced benchmark.
Share of sessions that add an item. Food & beverage runs highest (~10%), luxury & jewelry lowest (~1.7%).
Dynamic Yield (Mastercard) add-to-cart benchmarksDocumented average across ~49 studies. An optimised checkout floor is ~55-60%, not zero.
Baymard Institute, cart abandonment rateOf shoppers who reach checkout, on Shopify. Mobile completes ~44%, desktop ~49%.
Littledata, average website performanceSession-level, methodology-dependent. Mobile carries ~70% of traffic but converts below desktop.
IRP Commerce + Dynamic YieldShare of customers who buy again. Probability of a next order climbs to ~49% after the second purchase.
Smile.io, ecommerce customer loyalty reportAutomated flows beat one-off campaigns on orders and revenue per recipient. Flows drive ~41% of email revenue from ~5% of sends.
Klaviyo email marketing benchmarksOwned email and SMS typically drive a fifth to a third of DTC revenue. The cheapest ROAS you have.
Klaviyo ecommerce benchmarksThe median listed DTC brand runs ~57% gross margin but a negative operating margin. Gross margin is not profit.
Eightx (SEC 10-K analysis) + NYU Stern (Damodaran)There is no universal number. Across about 35,000 ecommerce brands the median Meta-attributed ROAS in 2025 was roughly 1.86x, and most verticals sat between 1.5x and 2.5x. A good ROAS is not 4x in the abstract, it is any return above your break-even floor (1 divided by your gross margin) that still funds overhead and the profit you want. Size the target off your margin, not off a benchmark.
Because the 4x figure is usually blended or attribution-inflated. The platform-attributed median across the largest disclosed sample is about 1.86x. Meta also claims view-through and 7-day-click conversions your store never counts. Judge the account on MER and your real margin, and the 1.5x to 2.5x band stops looking broken.
About $38 across all verticals in 2025, up roughly 38% year on year as CPMs rose about 20%. It ranges from near $30 for baby and lifestyle to nearly $50 for electronics. A $38 CPA is excellent on a $200 order at 60% margin and fatal on a $30 order, so always read it against gross profit per order.
In 2025 automotive accessories (2.54x), sports and outdoors (2.28x), and apparel and home and garden (2.18x each) led on platform-attributed ROAS. Health and wellness (1.50x), food and beverage (1.56x) and beauty (1.57x) trailed, usually because low order value or heavy cold prospecting caps the return, not because the ads are worse.
The vertical table is anchored to Triple Whale, full-year 2025, for one consistent methodology. Funnel, conversion and retention figures are corroborated across primary panels. Compiled by Yehonatan Tav, paid media for ecommerce brands spending $50k–$500k/mo. Numbers are platform-attributed medians, directional, and vary by audience, objective, season and stage.
Run your real margin, returns and overhead through the calculator for the exact ROAS to set in Meta.