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Paid AdsBenchmark2026-01
Meta Ads Incrementality Reality: Average True Return Is Only ~1.2x of Reported 7-Day Click ROAS
Andrew Faris / Haus & CTC meta-analyses
Results
~1.2x of 7DC ROAS
Incremental return
Key tactics
- Treat in-platform 7-day click ROAS as inflated relative to true incrementality
- Run your own incrementality tests before scaling aggressively
- Use 1.2x as a conservative planning baseline until proven otherwise
Summary
Two independent meta-analyses of Meta Ads incrementality tests converged on the same finding: the average incremental return is only about 1.2 times the reported 7-day click ROAS. This became a key planning assumption for many operators in early 2026.
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