Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
Safe rephrasing
Triple Whale's 2026 benchmark puts median Meta ads results for e-commerce brands at $38.99 CPA, 1.88 ROAS, 1.53% conversion rate and 2.39% CTR.
What the source says
The median CPA across all industries landed at $38.99, and CPM sat at $15.06, reflecting the premium brands pay to reach audiences inside a crowded auction environment. The median ROAS of 1.88 and CVR of 1.53% suggest
Triple Whale — Facebook Ad Benchmarks by Industry (Updated 2026 Data, Aug. 17, 2026)
- Commonly cited as
- "Average Facebook ROAS is about 2x"
- 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
- Medians across 40,000+ e-commerce brands using Triple Whale; ROAS uses platform-reported or Triple Whale-attributed revenue.
- 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
- ROAS depends on the attribution model
- Interest
- Triple Whale sells e-commerce analytics and attribution software; data are its customers' accounts.