Meta & TikTok Ad Benchmarks (2026 Social Ads Report) – Metricool

U.S. Social Media & Ecommerce Report: industries, formats, and performance [Download it now]  ➔ReportingMetricool StudioCampaign DashboardReportsData StudioHashtag TrackerPlanner & executionPlannerApproval SystemSmartLinksArtificial Intelligence AssistantInboxFlowsMeasure & GrowAnalyticsCompetitorsAdsIntegrationsProduct UpdatesMetricool MCPInstagramTikTokYouTubeThreadsTwitterTwitchGoogle Business ProfileBlueskyFacebookPinterestLinkedInCoursesMetricool Expert CertificationSocial Media SchoolYouTube Ads BootcampTikTokSchoolAI Social Media Marketing CourseInstagram Expert SchoolSocial Growth WeekResourcesTutorialsResourcesStudiesMasterclassNewsBlogNewsletterMarketing GuidesOnline Advertising GuidesInstagramTikTokYouTubeThreadsTwitterTwitchGoogle Business ProfileBlueskyFacebookPinterestLinkedInAnalyticsInfluencer MarketingContent MarketingAI MarketingEmail MarketingOnline AdvertisingHome / Social Ads Report 2026: Real Data on What Works on Meta and TikTokFill out the form and get your free copyMetricool Software S.L. is responsible for the processing of your data, in order to send you this free resource and communications with news and possible Metricool promotions, unless you want to unsubscribe at any time. You have the right of access, rectification, deletion, limitation and opposition to processing and portability. You can exercise your rights at [email protected]. More information in the Privacy Policy.What does a click cost on social ads right now? How much are advertisers getting back for every dollar they spend? And if you’ve already picked your platform, is it the one doing the most for your budget?Ad platforms change by the week, but the data holds long enough to answer questions like these.For the 2026 Social Ads Report, we analyzed 628,969 campaigns from 44,355 advertisers running ads on Meta and TikTok, worth $471 million in spend, and lined up the same six months of 2025 and 2026 side by side. It adds up to a clear, benchmark-by-benchmark look at where social ad money goes, what a dollar buys on each platform, and how that has changed since last year.What’s insideYou’ll find the full Meta vs TikTok comparison, stage by stage of the funnel: what it costs to be seen, to earn a click, and to drive a lead or a sale, with year-over-year changes and a breakdown by account size, from advertisers spending a few hundred dollars a month to those spending tens of thousands.A few of the numbers that stood out:$0.03 buys a click on TikTok, less than half what you pay on Meta, and the same campaign brings in almost eight times the clicks.91% of advertisers run their paid social on Meta alone, so most are spending without ever testing the other option.$2.42 is what the average US brand earns back for every dollar on sales ads, below the $4.57 study average.70% of the ad budget we tracked goes to the bottom of the funnel, chasing the sale over reach or awareness.It comes down to knowing where each dollar tends to work before you spend it, so your budget follows the results instead of habit.That’s what the report is for. If you spend even a dollar on social ads, we think you should read it.Fill out the form and get your free copyMetricool Software S.L. is responsible for the processing of your data, in order to send you this free resource and communications with news and possible Metricool promotions, unless you want to unsubscribe at any time. You have the right of access, rectification, deletion, limitation and opposition to processing and portability. You can exercise your rights at [email protected]. More information in the Privacy Policy.Share this article with anyone who might be interested! Data-Driven Insights to Inform Your Social Media StrategyCreate, Schedule, Analyze, and Optimize with Metricool.Unlock the power of your social media with real-time insights and data. Streamline your process and improve your strategy with the  all-in-one platform.Leave your commentYour email address will not be published. Required fields are marked *Email * Name * Metricool Software, S.L. is the data controller of your data, with the purpose of moderating and publishing your comment with your name (in no case will your email address be published). You have the right of access, rectification, deletion, limitation, opposition to treatment and portability. You can exercise your rights at [email protected]. More information in Metricool Privacy PolicyI have read and accepted the Legal NoticeSend comment ΔRelated articles2024 TikTok Ads Study: analysis, data, and conclusions2024 Short-Form Video Study: Comparing Shorts, Instagram Reels, Facebook Reels and TikTok Videos2024 Instagram StudyTrending Songs on TikTok Right Now: Updated Weekly!ProductResourcesStudiesCompanysource