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Ever wonder if your ad budget could go further in another part of the world? ROAS benchmarks can help you answer that question by showing how much revenue advertisers generate for every dollar spent across different markets. In our latest data, Norway leads the way with a ROAS of $12.12, while the overall benchmark sits at $4.57. The results look pretty different depending on where you look, and some countries might surprise you.
Before we dive into the data, a quick note on the number: These benchmarks are based on the 64% of campaigns that report purchase value, so they don’t represent every campaign in the dataset. With that in mind, let’s explore the countries with the highest ROAS and compare them with lower-performing markets.
Where do your advertising dollars go furthest? Let’s break down some ROAS benchmarks by country and take a quick look at where campaigns report the highest and lowest returns. Review the stats below to find your market and see how it compares to the global picture. You might spot a country worth researching for your next campaign or discover that your current results are already ahead of the pack.
Some marketers stand out from the crowd, with four countries reporting ROAS above $10 for each dollar spent. Here’s a closer look at the top performers:
These numbers are eye-catching, especially compared with the overall benchmark of $4.57. Still, they don’t automatically mean you should move your entire budget overseas. Think of them as a starting point for exploring new markets, not a guarantee that your next campaign will deliver the same results.
A lower ROAS doesn’t mean a market is a bad place to advertise. Your profit margins, customer lifetime value, conversion rates, and campaign objectives all affect what a successful campaign looks like. A market with lower immediate returns can still be valuable if customers make repeat purchases or generate more revenue over time.
Not every country reports returns above the global benchmark. Among the countries in comparison, these three sit below the overall figure:
Use these ROAS benchmarks to spot potential opportunities and ask better questions about your advertising strategy. The numbers can point you in an interesting direction, but your own campaign data will help you decide where your ad dollars can work hardest.
Before you use the above numbers to make decisions about your next campaign, there are a few things worth keeping in mind:
Understanding ROAS benchmarks is just one part of your overall ad strategy. For a full, detailed report, download our 2026 Social Ads Report.
Norway, Chile, Argentina, and the UAE lead our ROAS ranking, but what makes these markets stand out? There’s no single answer. Consumer behavior, advertising costs, and product demand can all influence ad returns. While our data shows where ROAS is highest, it doesn’t exactly tell us why. Here are a few factors worth considering:
Consumer spending habits, product demand, and average order value can all affect ROAS. If customers spend more per purchase or show stronger demand for a product, campaigns may generate more revenue for every advertising dollar.
The same product or offer can also perform differently across countries. Understanding what local customers want and how they shop can help you identify where your ads have the best chance of converting.
Advertising costs may vary significantly between markets. In highly competitive countries, reaching potential customers may cost more, putting pressure on ROAS. However, cheaper ads don’t always mean better returns. A market with lower click costs might generate fewer purchases, while a more expensive audience could deliver high-value customers. What matters is how much revenue your advertising generates relative to what you spend.
A product that sells well in one country might struggle in another. Local demand, pricing, language, and shipping options can all affect conversion. Before increasing your ad spend in a new market, test your campaigns and track results. The countries with the highest ROAS offer a starting point, but your best market depends on how well your product connects with local customers.
Knowing the ROAS benchmarks by country is one thing; using them to your advantage is another. Use these numbers alongside your own campaign data to spot opportunities, compare performance, and make smarter decisions about where your ad budget goes.
The overall ROAS benchmark of $4.57 gives you a solid data point for evaluating your results. However, try to compare campaigns with similar industries, platforms, and objectives. A global average isn’t a one-size-fits-all target.
Use each country’s ROAS to find markets worth researching, not a reason to shift your entire budget overnight. Before launching a social ads campaign, consider local demand, shipping costs, taxes, and localization. Start small, set clear targets, and scale if the results make sense.
Every ad campaign tells a story. The trick is knowing which numbers to watch and how to use them to guide your next move. Metricool helps you manage multiple social media accounts and analyze performance, so you can spend less time switching between platforms and more time figuring out what works.
Are you ready to make your metrics work for you? Register for a free Metricool account and start tracking the numbers that matter to your business and brand. Your next big opportunity could be way closer than you think!
628,969 Ad Campaigns, One Report
Metricool’s 2026 Social Ads Report
We analyzed $471M in Meta and TikTok ad spend to show you what’s working in paid social right now.
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