Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
Safe rephrasing
E-commerce brands using Triple Whale put 66.88% of their tracked ad spend on Meta between August 2025 and July 2026.
What the source says
Triple Whale brands invested 66.88% of their total ad budget on Meta in the current period
Triple Whale — Facebook Ad Benchmarks by Industry (Updated 2026 Data, Aug. 17, 2026)
- Commonly cited as
- "Meta takes most DTC ad budgets"
- True origin
- Triple Whale — Facebook Ad Benchmarks by Industry (Updated 2026 Data, Aug. 17, 2026)
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2026
- Data as of
- Aug. 2025 – July 2026
- Last checked
- Method & sample
- Share of tracked ad spend across Triple Whale customers' connected ad accounts.
- Drift between quote and source
- Sample: e-commerce (mostly DTC) brands using Triple Whale, not B2B or lead-gen advertisers
- Medians per metric; rows are not one campaign
- Interest
- Triple Whale sells e-commerce analytics and attribution software; data are its customers' accounts.