What is a good ROAS? Any ROAS above your break-even point, which is 1 divided by your margin before ad spend.
At a 40% margin that is 2.5 (250%), and at 25% it is 4.0. For a reality check, Triple Whale's median across thousands of ecommerce brands is 1.88 on Meta, 3.27 on Google and 1.51 on TikTok.
The 86 results in our database that state an actual ROAS run higher: a median of 2.77 on Meta and 4.03 on Google.
That is because people post their good months.
Below you'll find both sets of numbers, broken down by platform and industry, plus a simple way to set your own target.
Short answer: it depends on your margin (work out break-even first)
ROAS is revenue from ads divided by ad spend.
If you need a refresher on the math, our ROAS formula guide covers it.
The number only means something next to your margin, because ROAS counts revenue, not profit.
Break-even ROAS = 1 ÷ (margin before ad spend).
Your margin is what's left of each sale after product cost, shipping, payment fees and other per-order costs.
| Margin before ads | Break-even ROAS | As a percentage |
|---|---|---|
| 20% | 5.00 | 500% |
| 30% | 3.33 | 333% |
| 40% | 2.50 | 250% |
| 50% | 2.00 | 200% |
| 60% | 1.67 | 167% |
| 70% | 1.43 | 143% |
So "what is a good ROAS percentage" has no single answer.
A 200% ROAS makes money for a 60%-margin skincare brand and loses money for a 30%-margin furniture store.
Put your own numbers into the break-even ROAS calculator before you compare yourself with anyone.
Margin also moves ROAS directly. In a result @SamPiliero reposted, a €10 price cut with the same ads, audience and budget took ROAS from 2.5x to 4.5x over the next 10 days, and revenue went from €26,544.91 to €50,846.21. Before you decide whether that was a win, check what the cut did to the margin on each order.
Median ROAS in our database, by platform
We counted every indexed result that states an absolute ROAS (not "+40% ROAS"), using the "after" number for before-and-after tests.
The full method and every row are on our median ROAS by platform page.
| Platform | Our median ROAS | Results | Middle half | Triple Whale median |
|---|---|---|---|---|
| Meta (Facebook, Instagram) | 2.77 | 42 (25 vendor-reported) | 2.02 to 3.51 | 1.88 |
| 4.03 | 11 (5 vendor-reported) | 1.63 to 5.0 | 3.27 | |
| TikTok | 8.7 | 23 (21 vendor-reported) | 2.08 to 14.5 | 1.51 |
| YouTube | 3.17 | 2 | 1.51 and 4.82 | not published |
| Cross-channel | 3.49 | 8 | 2.70 to 9.12 | n/a |
What is a good ROAS for Facebook ads?
Meta is our most reliable median, because the buyer-posted results (3.0 across 17) and the vendor-reported ones (2.7 across 25) come out close together.
A Meta ROAS around 2 is ordinary, 3 is good, and anything above 4 at real spend is rare.
The range is wide even within one brand. @AshvinMelwani's supplement brand Obvi ran 123 ads on a GLP-1 angle at a 1.06 ROAS with a $58.96 CPA.
At the top end, @SamPiliero posted a women's apparel account at a 5.53 ROAS on $50k in one month.
What is a good ROAS for Google ads?
Google depends on campaign type. Search catches demand that already exists, so it reports high. @runtraffic's account ran at 6.96 overall, with Search at 9.37 and PMax at 7.65, while the same buyer's Demand Gen campaigns ran at 1.18 and 1.63. Judge brand search, non-brand search and prospecting campaigns against separate targets.
What is a good ROAS for TikTok ads?
Ignore our 8.7 median. Of the 23 TikTok results, 21 come from TikTok's own success stories, so they show what TikTok chose to publish (vendor-reported).
The two independent results are far lower: Single Grain took Klassy Network from 0.49 to 1.83, with TikTok revenue going from $13K to $146K, and a Baker Creek video ran at 1.32. Both sit near Triple Whale's 1.51. We compare platform stories with independent results in platform claims vs real results.
YouTube
Two results are too few for a benchmark. @runtraffic took a YouTube account from 0.76 to 1.51 ROAS while adding $682k of spend, which shows that YouTube can scale at a platform ROAS that would look poor on Meta.
Average ROAS by industry
Industry matters about as much as platform. Below are our medians for the verticals with at least four results, next to Triple Whale's medians for the closest matching category.
We map our "supplements" to their "Health & Wellness" and our "home" to their "Home & Garden."
| Vertical | Our Meta median | Triple Whale Meta | Triple Whale Google | Triple Whale TikTok |
|---|---|---|---|---|
| Apparel | 2.6 (15 results) | 2.24 | 3.99 | 2.70 |
| Home | 2.87 (4) | 2.25 | 3.48 | 2.02 |
| Food and beverage | 2.58 (4) | 1.61 | 3.18 | 0.33 |
| Beauty | 2.27 (5) | 1.54 | 2.81 | 0.46 |
| Supplements / health | 1.87 (7) | 1.44 | 2.06 | 0.42 |
Both datasets put the same verticals in the same order.
Apparel and home goods return the most per dollar.
Beauty and health products return the least, and on TikTok, Triple Whale's medians for those categories sit far below 1.0.
Triple Whale notes that TikTok's last-click attribution may undercount delayed purchases there.
Across all platforms, our ecommerce results show the same pattern.
Apparel has a median of 3.43 across 25 results and supplements 1.87 across 7, though the all-platform figures include TikTok's vendor stories.
On Meta, Triple Whale's lowest categories are E-Learning & Online Courses at 1.19 and Media & Publishing at 1.13, and its highest is Sports & Outdoors at 2.35.
Higher prices can live with a lower ROAS if margins are thick.
MuteSix's Sebastian Cruz account ran at 2.6X ROAS with a $310 CPA on a $900 average order.
Beauty shows how much room a fix can create: Flighted moved K-Republiq from 1.62 to 3.1 ROAS, with CPA falling from $40 to $27, after merging campaigns into one Advantage+ shopping campaign with cost caps.
Published benchmarks and their samples
Every benchmark you find online comes from a specific group of accounts.
Look at who was counted before you trust the number.
- Triple Whale, Meta: median ROAS of 1.88 across more than 40,000 brands using Triple Whale, August 2025 to July 2026. Twelve of 17 industries improved year over year.
- Triple Whale, Google: median ROAS of 3.27, down 3.54%, across more than 21,000 brands over the same period.
- Triple Whale, TikTok: median ROAS of 1.51, up 5.85%, across more than 5,900 brands.
- Common Thread Collective, Q1 2026: 299 DTC brands with $231M in ad spend. Platform-reported ROAS was 1.83x for Meta acquisition campaigns, 5.88x for Meta non-acquisition campaigns, 9.30x for Google non-brand, 19.07x for Google brand search, 4.50x for TikTok and 1.86x for YouTube.
- Our database: 86 posted results with a stated ROAS. They're credited and checkable, but skewed toward wins, and many are vendor-reported.
The Common Thread study also adjusts each channel for incrementality using its own geo-holdout tests and media mix models.
On its numbers, Google brand search drops from 19.07x reported to 5.72x incremental, while Meta acquisition rises from 1.83x to 2.07x.
Those adjustments come from the agency's own models, but the lesson holds.
A high ROAS on retargeting or brand search often comes from customers who would have bought anyway.
We've seen the same gap in our own archive. @runtraffic's brand search test showed an incremental ROAS of 8.17 against a new-customer ROAS of 1.17 for the same campaign.
Before comparing your number with any benchmark, check which attribution window and which campaigns produced it.
If Ads Manager and your store disagree badly, a third-party tracker can help.
Hyros is ad tracking and attribution software. Its pricing is custom and quoted on a setup call (as of November 2026), with no public price table.
It suits higher-spend ecommerce, course and call-based businesses.
It's not for small accounts that can reconcile Shopify against Ads Manager by hand, or for teams that won't act on a second set of numbers.
We earn a commission if you sign up through our link. More detail is in our Hyros review.
How to set your ROAS target
Use benchmarks to judge whether a number is unusual.
Use your margin to decide whether it's good. In four steps:
- Find break-even. 1 ÷ margin before ads. At a 40% margin, that's 2.5.
- Add the profit you want. Target ROAS = 1 ÷ (margin − profit you want as a share of revenue). At a 40% margin with a 10% profit goal, that's 1 ÷ 0.30 = 3.33.
- Set targets by campaign type. Prospecting can run near break-even if new customers buy again. Retargeting and brand search should run well above it, because a lot of that revenue would have come in anyway.
- Check it against the business, not just the platform. Track total revenue ÷ total ad spend (MER) alongside platform ROAS. Common Thread's 299 brands had a median MER of 4.23x and a contribution margin of 29.3%. Brands with an MER under 3x had a median contribution margin of 17.7%.
A worked example: a $60 product with $28 of product, shipping and fee costs has a 53% margin, so break-even is about 1.88. If that store's Meta ROAS is 2.2, it beats Triple Whale's 1.88 median and makes a thin profit.
That's a decent but not great result, and the store should look for ways to raise its order value or improve its creative before it scales.
If you're under target, the fixes that show up most in our archive are new creative angles, offer and price changes, and campaign structure.
See how others raised it, with the before and after numbers.
If you'd rather hand the account to someone who has done it before, we can match you with a vetted media buyer.