Social Ads Report 2026: Real Data on What Works on Meta and TikTok [Download it now] ➔
Reporting
Metricool Studio
Campaign Dashboard
Reports
Data Studio
Hashtag Tracker
Planner & execution
Planner
Approval System
SmartLinks
Artificial Intelligence Assistant
Inbox
Flows
Measure & Grow
Analytics
Competitors
Ads
Integrations
Product Updates
Metricool MCP
Instagram
TikTok
YouTube
Threads
Twitter
Twitch
Google Business Profile
Bluesky
Facebook
Pinterest
LinkedIn
Courses
Metricool Expert Certification
Social Media School
YouTube Ads Bootcamp
TikTokSchool
AI Social Media Marketing Course
Instagram Expert School
Resources
Tutorials
Resources
Studies
Masterclass
News
Blog
Newsletter
Marketing Guides
Online Advertising Guides
Instagram
TikTok
YouTube
Threads
Twitter
Twitch
Google Business Profile
Bluesky
Facebook
Pinterest
LinkedIn
Analytics
Influencer Marketing
Content Marketing
AI Marketing
Email Marketing
Online Advertising
Home /
Running ads without checking your return on ad spend (ROAS) is like grocery shopping without checking the receipt. You know you spent money, but what did you get in return? Likes and clicks are always nice, but if your goal is to drive sales, you need to know whether your ads are actually bringing in revenue.
So, what is a good return on ad spend in 2026? According to Metricool’s 2026 Social Ads Report, Meta Sales campaigns generated $4.57 for every $1 spent, down from $5.48 in 2025. There’s no one-size-fits-all answer, but understanding your business goals can help you figure out whether your ad dollars are working hard enough for your brand.
Return on ad spend measures how much revenue your advertising generates compared to what you spend. Think of it as a quick check for your ad budget. ROAS helps determine if your campaigns are bringing in enough money to justify your cost. It also helps you compare campaigns and spot which ones are pulling their weight.
Calculating ROAS is pretty straightforward. Just divide the revenue attributed to your ads by your total ad spend. Basically, revenue from ads divided by ad spend = ROAS.
For example, let’s say you spend $500 on a social media campaign and it generates $2,000 in attributed revenue. Your formula would be $2000 divided by $500, which would equal 4x ROAS.
In other words, you’re generating $4 in revenue for every $1 you spend on advertising. Not bad, but if you’re wondering, “What is a good return on ad spend?” remember that revenue is only part of the equation. Your profit margins and other business expenses matter too.
ROAS and ROI sound similar, but they measure different things. Return on ad spend measures the revenue your ads generate relative to your advertising costs. On the other hand, ROI measures the return on investment relative to its cost, typically accounting for profit and other expenses.
A high ROAS doesn’t automatically mean you’re making money. Once you factor in product costs, shipping, agency fees, and other business expenses, your profit might be slimmer than you’d expect. Think of ROAS as the money coming through the door and profit as the money you actually get to keep. Both matter when deciding whether your advertising strategy is paying off.
Wondering how your ad performance stacks up against other advertisers? Metricool’s 2026 Social Ads Report breaks down data from over 600,000 paid campaigns across Meta and TikTok, representing 44,355 advertisers and more than $471 million in ad spend. Our report provides a useful look at what’s happening in paid social and what those numbers could mean for your next campaign.
Let’s talk numbers. Metricool’s analysis found that average ROAS for Meta Sales campaigns dropped between 2025 and 2026. That means advertisers generated less revenue for every dollar spent. Between 2025 and 2026, return on ad spend fell by about 16.6%. Meanwhile, average spend per Meta campaign increased by 47%.
In other words, spending more didn’t translate to better returns. These numbers are a good reminder that throwing more money at a campaign isn’t always the answer. Before increasing your budget, take a closer look at what’s working, what’s falling flat, and where your money is actually going.
First off, don’t panic if your ROAS isn’t matching last year’s numbers. These benchmarks give you a preview of the broader market, not a direct indicator of your business. Your results will depend on your audience, products, campaign objectives, and plenty of other factors.
Still, there are a few takeaways worth keeping in mind:
Looking at your ROAS is a great starting point, but there’s more to paid social than one metric. Metricool’s 2026 Social Ads Report digs into Meta and TikTok performance, covering everything from advertising spend and funnel metrics to clicks, leads, and sales.
With data from hundreds of thousands of campaigns, you can get a better feel for how paid social is performing and use those insights to inform your own strategy. Think of it as doing your homework before putting more money on the table. Don’t leave your ad budget to guesswork. Download Metricool’s Social Ads Report to explore the latest data and see how your campaigns stack up.
So, what is a good return on ad spend for your brand? That depends on more than the numbers in your ad dashboard. Two businesses can spend the same amount and see vastly different results based on their products, audiences, and marketing strategies. Before you decide whether your ROAS is worth celebrating, here are a few factors that can make a big difference:
Want to get more out of your advertising budget? Improving your ROAS isn’t always about spending more. Sometimes, it’s about making smarter moves with what you’ve already got. Here are five ways to fine-tune your campaigns and get more value from every ad dollar. Combine your ROAS with these metrics to make smarter budget decisions and build a social ads strategy that works for you.
Reviewing ad performance regularly helps you spot trends and make smarter budget decisions. Compare consistent time periods instead of reacting to daily fluctuations, and keep your reporting organized across channels. Want to see how your campaigns compare? Metricool’s 2026 Social Ads Report analyzed over 600,000 campaigns from more than 44,000 advertisers running social ads on Meta and TikTok, giving you valuable benchmarks to guide your strategy. Download the report and see what the data reveals.
A good ROAS isn’t just another benchmark to copy and follow. It’s a return that makes sense for your business. Track your results, understand your costs, and use the data to guide your next move. Your ads are already spending the money. Make sure you’re learning something from it, too. Create your free Metricool account to organize your social media metrics, monitor performance, and make better business decisions.
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.
Share this article with anyone who might be interested!
Simplify Your Social Media Management
Plan, analyze, and grow—all in one platform.
Save time and take control of your social media strategy with Metricool. Schedule posts, track performance, and manage all your accounts effortlessly.
Leave your comment
Your email address will not be published. Required fields are marked *
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 Policy
I have read and accepted the Legal Notice
Related articles
Canada’s 2027 Social Media Content Calendar
How to Create a Value Proposition [GUIDE]
Trendjacking: What Works and What Backfires
2025 UK Social Media Manager Calendar
Product
Resources
Studies
Company
