Advertising Platform Benchmarks
Understanding performance benchmarks across different advertising platforms is crucial for setting realistic expectations and optimizing your campaigns. This guide provides comprehensive benchmark data for ROAS, CPA, and CPM across major advertising platforms.
Why Benchmarks Matter
Benchmarks help you:
- Set realistic campaign goals
- Identify underperforming campaigns
- Make informed budget allocation decisions
- Compare your performance to industry standards
Use our ROAS Calculator, CPA Calculator, and CPM Calculator to measure your actual performance against these benchmarks.
ROAS Benchmarks by Platform
Meta (Facebook/Instagram)
- E-commerce: 3.5:1 to 5:1
- SaaS: 2:1 to 4:1
- B2B: 2.5:1 to 4.5:1
- Consumer Goods: 3:1 to 6:1
Note: Meta typically performs best for visual products and B2C businesses. Use our ROAS Calculator to track your Meta campaign performance.
Google Ads
- E-commerce: 4:1 to 7:1
- SaaS: 3:1 to 5:1
- B2B: 3.5:1 to 6:1
- Local Services: 4:1 to 8:1
Note: Google Ads often shows higher ROAS due to high-intent search traffic. However, costs per click are typically higher than Meta.
TikTok Ads
- E-commerce: 2.5:1 to 4.5:1
- App Installs: 2:1 to 3.5:1
- Consumer Goods: 3:1 to 5:1
Note: TikTok performs best for younger demographics (18-34) and creative, engaging products.
LinkedIn Ads
- B2B SaaS: 2:1 to 4:1
- Professional Services: 2.5:1 to 5:1
- B2B Products: 2:1 to 3.5:1
Note: LinkedIn has higher costs but excellent targeting for B2B audiences.
Amazon Ads
- E-commerce Products: 4:1 to 8:1
- Private Label: 3:1 to 6:1
Note: Amazon typically shows the highest ROAS for products sold on the platform due to high purchase intent.
CPA Benchmarks by Platform
Meta (Facebook/Instagram)
- E-commerce: $15 - $45
- SaaS: $50 - $150
- B2B: $75 - $200
- Consumer Goods: $10 - $35
Google Ads
- E-commerce: $20 - $60
- SaaS: $75 - $250
- B2B: $100 - $300
- Local Services: $25 - $80
TikTok Ads
- E-commerce: $18 - $50
- App Installs: $2 - $8
- Consumer Goods: $12 - $40
LinkedIn Ads
- B2B SaaS: $100 - $300
- Professional Services: $150 - $400
- B2B Products: $80 - $250
Amazon Ads
- E-commerce Products: $10 - $30
- Private Label: $8 - $25
Track your CPA with our CPA Calculator and compare against these benchmarks.
CPM Benchmarks by Platform
Meta (Facebook/Instagram)
- Average CPM: $8 - $25
- Retargeting: $5 - $15
- Cold Audiences: $12 - $35
Google Ads
- Search Ads: $1 - $5 (CPC model, not CPM)
- Display Network: $2 - $8
- YouTube: $5 - $20
TikTok Ads
- Average CPM: $5 - $20
- Trending Audiences: $8 - $25
LinkedIn Ads
- Average CPM: $15 - $50
- B2B Targeting: $20 - $60
Amazon Ads
- Sponsored Products: $0.50 - $2 (CPC model)
- Display Ads: $3 - $10
Calculate your CPM with our CPM Calculator to see how you compare.
Industry-Specific Benchmarks
E-commerce
- Best Platform: Amazon (highest ROAS), Meta (best reach)
- Average ROAS: 3:1 to 5:1
- Average CPA: $15 - $50
SaaS
- Best Platform: Google Ads (high intent), LinkedIn (B2B targeting)
- Average ROAS: 2.5:1 to 4:1
- Average CPA: $50 - $200
B2B
- Best Platform: LinkedIn (targeting), Google Ads (search intent)
- Average ROAS: 2.5:1 to 4.5:1
- Average CPA: $75 - $300
Seasonal Variations
Benchmarks can vary significantly by season:
- Q4 (Holiday): CPMs increase 30-50%, ROAS often improves due to higher purchase intent
- Q1: Lower competition, better CPMs, but lower conversion rates
- Summer: Generally lower performance for many industries
How to Use Benchmarks
- Set Goals: Use benchmarks to set realistic campaign objectives
- Monitor Performance: Regularly compare your metrics using our calculators
- Optimize: If you're below benchmarks, review targeting, creatives, and landing pages
- Allocate Budget: Use our Budget Allocator to distribute spend based on platform performance
Factors Affecting Benchmarks
- Audience Targeting: Narrower targeting typically increases CPA but improves ROAS
- Creative Quality: Better creatives improve all metrics
- Landing Page Experience: Poor landing pages hurt conversion rates and ROAS
- Competition: High competition increases CPMs
- Product/Service Type: High-ticket items typically have higher CPA but better ROAS
When Benchmarks Don't Apply
Benchmarks are guidelines, not rules. Your performance may differ based on:
- Unique value proposition
- Brand recognition
- Market position
- Geographic targeting
- Product margins
Related Guides: Learn more about platform selection in our Platform Comparison Guide and understand metrics better with our Metrics Guide.