Paid AdsBenchmark2026-02

500 DTC Accounts Analysis: Meta 2.8x Median ROAS, Google 3.4x, TikTok 2.1x

MHI Growth Engine

Results

2.8x

Meta median roas

62%

Meta spend share

3.4x

Google median roas

2.1x

Tiktok median roas

Key tactics

Expect Google Shopping/PMax to show the highest median ROAS
Use Meta for the best combination of scale and efficiency
Treat TikTok's lower CPMs carefully because conversion rates often lag

Summary

Large-scale analysis of 500 DTC ad accounts in early 2026. Meta still took the majority of spend and delivered solid efficiency, while Google led on pure ROAS and TikTok remained cheaper on CPM but weaker on conversion rate.

#paid-ads #benchmarks #dtc #platform-mix #2026-02

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