Meta Ads Benchmarks for Fashion Brands 2026: CPA, ROAS, CPM, Instagram Share and Month by Month (14 DTC Brands)

By Kamal Razzak, founder of MHI Media · Published 31 October 2026 · Updated 31 October 2026

How we know: every figure on this page is a median across the Meta ad accounts of 14 fashion DTC brands, read from MHI Media's warehouse of client ad accounts on 29 October 2026 with data settled to 28 October 2026. Facebook and Instagram only; no Google, TikTok, email or organic. A brand is one client with all of its Meta ad accounts added together, and it counts in a window if it spent at least £3,000 there with at least 30 purchases. That gives 14 fashion brands for both the 90 days from 31 July to 28 October 2026 and the 12 months from 29 October 2025. Each brand counts once; the median is the middle brand and the interquartile range (IQR) runs from the 25th to the 75th percentile. Money is USD at £1 = $1.3289 (multiply by 0.7525 for GBP). The vertical mapping, the metric definitions and the rest of the method are in the methodology on the benchmarks hub. The hub's fashion table runs to 21 October 2026; this page uses the window to 28 October, so the figures differ slightly and are not the hub's.

The metrics do not all cover the same dates. CPA, ROAS, spend, purchases and order value run to 28 October 2026. CTR, CPM, CPC and conversion rate come from an impressions archive and exist for 8 January to 7 September 2026 only (31 July to 7 September inside the 90-day window), for the 12 fashion brands the archive covers; those cells cover 92% of the group's spend in both windows. Frequency exists to 3 August 2026 only, placement data for 8 June to 13 July 2026 only, and the funnel and hook-rate figures for 8 January to 7 September 2026. Spend-weighted figures are withheld for fashion because one brand accounts for over half of the group's spend. The dataset does not measure blended or lifetime revenue, profit, returns, repeat purchase or any channel other than Meta, and every ROAS here is Meta-attributed first-purchase revenue divided by spend.

To see where you sit, enter your vertical, CPA and ROAS in the Meta ads benchmark checker. To find your own floor, use the break-even ROAS calculator.

Fashion Meta ads benchmarks: CPA, ROAS, CPM, CTR and order value

The median fashion brand paid $63.11 per purchase at a Meta-attributed first-purchase ROAS of 2.17 over the 12 months to 28 October 2026, and $68.43 at 1.99 over the 90 days to the same date, across 14 brands.

Metric	90 days: median (IQR)	n	12 months: median (IQR)	n
CTR (link)	1.57% (1.42% to 1.88%)	12	1.67% (1.25% to 1.88%)	12
CPM	$32.46 ($15.28 to $49.12)	12	$21.37 ($13.68 to $43.17)	12
CPC (link)	$1.83 ($1.08 to $2.77)	12	$1.29 ($0.94 to $2.33)	12
Conversion rate (purchases / link clicks)	2.58% (1.87% to 2.94%)	12	2.51% (1.34% to 3.11%)	12
CPA (cost per purchase)	$68.43 ($56.19 to $92.32)	14	$63.11 ($52.62 to $94.52)	14
ROAS (Meta-attributed first-purchase)	1.99 (1.54 to 2.44)	14	2.17 (1.57 to 2.51)	14
AOV (purchase value / purchases)	$135.41 ($86.10 to $195.32)	14	$131.55 ($89.38 to $182.46)	14
Frequency (daily, campaign level)	not available (reach data ends 3 Aug 2026)	0	1.56 (1.47 to 1.78)	11

Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).

Here's how I read it. Fashion buys the cheapest thousand of the four verticals on the hub, $21.37 over 12 months, clicks at a middling 1.67%, converts 2.51 of every hundred clicks, and still pays a little more per purchase than the all-brands median ($63.11 against $59.52). The 2.17 ROAS comes from the order: a $131.55 median against $74.38 across all brands. Take the order value away and this is an ordinary account. The 90-day column is dearer on every money line, CPM $32.46 and CPA $68.43, which matches the summer and early autumn auction across the whole sample. Daily frequency of 1.56 is the highest of the verticals with reach data, and the top of its range (1.78) is where I'd look for tired creative. The spend-weighted figures are withheld, so this page cannot say how the biggest fashion spender compares with the median brand.

Fashion CPA and ROAS month by month, October 2025 to October 2026

For a fixed panel of 10 fashion brands, December 2025 was the dearest month of the year at a median $87.55 per purchase, against $52.25 in October 2025 and $49.32 to $59.42 across January to March 2026, and the panel's median first-purchase ROAS was 2.0 or higher in nine of the twelve complete months.

Month	n	CPA median (IQR), all qualifying	ROAS median, all qualifying	Panel (10): CPA median	Panel (10): ROAS median
Oct 2025	11	$52.43 ($41.18 to $105.68)	1.96	$52.25	1.96
Nov 2025	12	$74.89 ($48.68 to $101.90)	2.03	$63.60	2.15
Dec 2025	11	$82.42 ($60.40 to $98.64)	2.09	$87.55	2.10
Jan 2026	11	$56.54 ($49.82 to $81.17)	2.11	$54.92	2.04
Feb 2026	11	$66.85 ($48.02 to $91.59)	2.32	$59.42	2.35
Mar 2026	11	$50.36 ($47.36 to $90.37)	2.35	$49.32	2.23
Apr 2026	12	$62.27 ($53.83 to $83.54)	2.36	$62.27	2.35
May 2026	12	$68.67 ($56.76 to $92.14)	2.40	$68.67	2.17
Jun 2026	13	$65.64 ($58.00 to $93.37)	2.26	$72.06	1.94
Jul 2026	13	$72.35 ($60.62 to $83.89)	2.15	$68.99	2.00
Aug 2026	13	$69.22 ($54.70 to $96.57)	1.83	$65.11	2.02
Sep 2026	13	$64.45 ($56.02 to $121.41)	1.98	$67.98	1.97
Oct 2026 (1 to 28 Oct)	11	$67.31 ($54.01 to $88.17)	1.95	not in panel	not in panel

Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).

The panel column is the one to plan from, because the all-brands set changes month to month. November 2025, the Black Friday month, came in at $63.60 a purchase on the panel and December at $87.55, so for fashion the dear month is December. I'd put that down to gift buying and every retailer bidding for the same people in the first three weeks of the month, though the data cannot show the cause. January then dropped to $54.92 and March to $49.32 at a 2.23 ROAS, the cheapest stretch of the year. ROAS softens the December story: 2.15 in November and 2.10 in December, because the December order is bigger even as the purchase costs more. The three months under 2.0 on the panel were October 2025 (1.96), June 2026 (1.94) and September 2026 (1.97), and July sat at 2.00. Since spring the panel has drifted to $65 to $72 a purchase. The Black Friday benchmarks cover the sale period itself across all brands.

Instagram vs Facebook for fashion brands: spend share, CPM, CTR and CPC

Between 8 June and 13 July 2026, fashion brands put 71% of placement-report spend on Instagram and 28% on Facebook, and paid a median CPM of $36.18 on Instagram against $19.46 on Facebook, across 11 brands.

Placement	Share of fashion spend	CTR (link): median (IQR)	CPM: median (IQR)	CPM: spend-weighted	CPC (link): median (IQR)	n
Facebook	28%	1.36% (1.24% to 1.96%)	$19.46 ($12.98 to $24.87)	withheld	$0.97 ($0.80 to $2.04)	11
Instagram	71%	1.73% (1.49% to 1.96%)	$36.18 ($14.76 to $46.71)	$17.12	$1.90 ($1.03 to $2.73)	11

Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).

Group	n	p25	Median	p75	Pooled
All brands	48	21.6%	32.6%	56.0%	39.7%
Fashion	11	51.6%	76.3%	84.3%	68.1%

Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).

This is the dearest placement mix in the dataset. The median fashion brand puts three quarters of its money on Instagram and pays close to double the Facebook CPM for it, with a click rate only a little higher (1.73% against 1.36%), so the Instagram click costs $1.90 against $0.97. Across all 48 brands the split runs the other way, 69% Facebook, and the Facebook vs Instagram CPM benchmarks cover that. The spend-weighted Instagram CPM of $17.12 says the biggest Instagram spender in the group paid far less per thousand than the typical brand, which this data cannot explain. Nothing here says which placement sells, because purchases cannot be split by placement. My read is that most of this 71% is chosen by hand because fashion brands live on Instagram, and I'd test opening placements to Facebook and judge it on CPA.

Video vs image for fashion brands: CPA, ROAS and CPM by format

Video took 65% of fashion ad spend over the 12 months to 28 October 2026 and image 30%, and image had the lower median CPA ($60.72 against $70.46) and the higher median first-purchase ROAS (2.38 against 2.13) across the same 14 brands.

Format	Share of fashion spend	CPA: median (IQR)	ROAS: median (IQR)	n	CPM: median (IQR)	n (CPM)
Video	65%	$70.46 ($53.21 to $92.57)	2.13 (1.41 to 2.42)	14	$34.84 ($14.33 to $49.71)	12
Image	30%	$60.72 ($47.70 to $91.13)	2.38 (1.68 to 2.62)	14	$20.94 ($11.54 to $36.12)	12
Flexible (Meta automatic format)	3%	$78.16 ($49.13 to $102.29)	2.37 (1.88 to 2.63)	11	$17.07 ($13.33 to $46.62)	11
Unknown (no format metadata)	2%	$72.80 ($55.04 to $111.07)	2.02 (1.54 to 2.89)	11	$20.42 ($13.14 to $32.92)	10

Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).

Image buys the thousand for $20.94 against $34.84 for video and ends with the cheaper purchase, the same direction as the all-brands split in this edition (image CPA $58.66 against $63.15 for video). I would not read it as a reason to cut video. Video carries two thirds of the spend and most of the cold reach, and the statics pick up people the video warmed, so the two rows are not independent. What I'd do with a fashion account that is 80% video is build a set of product-led statics and run them in the same campaign; the static vs video post covers how we build and test them. The flexible row is 3% of spend on 11 brands with the widest CPA range here ($49.13 to $102.29), so I'd treat its 2.37 ROAS as a prompt to test and nothing firmer. Unknown is only 2% of fashion spend, against 22% across all brands, so the fashion format split is close to complete.

Prospecting vs retargeting for fashion brands

Prospecting ad sets took 83% of fashion ad spend over the 12 months to 28 October 2026 at a median CPA of $62.81 and a first-purchase ROAS of 2.26 (14 brands); retargeting took 2%, at $54.02 and 1.85 across the 9 brands that ran enough of it to report.

Audience	Share of fashion spend	CPA: median (IQR)	ROAS: median (IQR)	n	CPM: median (IQR)	n (CPM)
Prospecting	83%	$62.81 ($51.43 to $96.36)	2.26 (1.59 to 2.48)	14	$28.85 ($13.65 to $44.17)	12
Retargeting	2%	$54.02 ($44.37 to $84.15)	1.85 (1.53 to 2.65)	9	not reported (fewer than 8 brands)	under 8
Retargeting share of each brand's classified spend	0.6% (0.2% to 1.9%)			12

Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).

Two percent. The median fashion brand puts 0.6% of its classified spend behind named retargeting and a quarter of them put 0.2% or less, under the 1.8% median across the 67 brands of all kinds with classified spend. That fits how these accounts run: broad prospecting under the Sales objective, with Meta finding the warm people inside it. Where retargeting runs it buys the cheaper purchase, $54.02 against $62.81, at a lower ROAS, 1.85 against 2.26, on 9 brands, which points to smaller orders on retargeting, though medians across different brand sets cannot prove it. I would not build a retargeting budget off this table. I'd keep it under 5% of spend and put the effort into the prospecting creative, which is where 83% of the money and the 2.26 ROAS sit. Retargeting CPM is not reported because too few fashion brands cleared the delivery bar.

Fashion funnel benchmarks: hook rate, add-to-cart, checkout and purchase rates

The median fashion brand's video ads held 23.2% of impressions for three seconds between 8 January and 7 September 2026, the lowest hook rate of the verticals with enough brands to report and level with the all-brands 25th percentile, while its purchase-from-checkout rate of 55.9% was the highest (12 brands).

Measure	Fashion (12 brands): median (IQR)	All brands: median (IQR)	n, all brands
Hook rate	23.2% (13.4% to 29.3%)	30.5% (23.2% to 35.4%)	60
Video ad-day share of spend	60.1% (58.0% to 66.5%)	70.0% (58.5% to 80.0%)	60
Link CTR on video ad-days	1.79% (1.32% to 2.30%)	2.04% (1.43% to 2.78%)	60
Link CTR on non-video ad-days	1.38% (1.19% to 1.60%)	1.40% (0.95% to 1.88%)	57
Landing page view rate	90.8% (81.1% to 92.3%)	84.5% (75.2% to 90.3%)	60
Add-to-cart rate	16.7% (12.1% to 19.1%)	15.2% (8.0% to 23.6%)	60
Checkout rate	29.4% (26.0% to 47.0%)	42.2% (25.6% to 70.5%)	59
Purchase rate (purchases / checkouts)	55.9% (48.3% to 66.8%)	46.8% (37.0% to 61.9%)	60
Purchases / landing page views	2.71% (1.84% to 3.26%)	3.03% (2.24% to 3.94%)	60
Purchases / link clicks	2.51% (1.34% to 3.11%)	2.44% (1.42% to 3.15%)	60

Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).

The shape is distinctive. Fashion loses fewer clicks on the way to the page (90.8% land, against 84.5%), gets an ordinary add-to-cart rate, loses more carts before checkout (29.4% against 42.2%) and then closes the checkout better than any other group (55.9%). The basket is where fashion shoppers hesitate, and size, colour, delivery cost and the returns policy are the usual reasons, though this data only shows the drop. The hook rate is the number I'd act on. At 23.2% the median fashion brand's video opens about as well as the bottom quarter of the whole sample, which fits a catalogue-led mix where the first second is a product on a plain background rather than a person wearing it. The fashion ad creative guide is the brief for fixing that. Event setup differs between shops, so take the middle steps as indicative.

What this means for your fashion account

Start from the vertical table, because a fashion account that looks good against the all-brands median can sit in the bottom half of its own vertical.

• If your 12-month first-purchase ROAS is under 2.0, you are below the fashion median of 2.17 even though you beat the all-brands median of 1.49 (82 brands, 12 months to 28 October 2026). Under 1.57 and you are in the bottom quarter. Order value is the lever that moves it fastest, because fashion's ROAS rests on a $131.55 median order; the AOV post covers bundles, thresholds and the ad-side version. If your AOV already sits above the $182.46 upper quartile, the high-ticket post covers the longer path to purchase.
• If you are budgeting for Q4, plan for December. On the 10-brand panel December 2025 cost $87.55 a purchase against $63.60 in November, so December cost more than the Black Friday month; hold creative and budget back for it rather than spending everything by Cyber Monday.
• If your Instagram share is above the 76.3% median, you are paying the $36.18 Instagram CPM on most of your thousands against $19.46 on Facebook (11 brands, 8 June to 13 July 2026). Test Advantage+ placements or a Facebook-inclusive ad set for four weeks and judge it on CPA, since purchases cannot be split by placement in this data.
• If your hook rate is under 23.2%, you are in the bottom half of fashion and the bottom quarter of all brands. Treat that as a creative brief: open on a person and a movement, show the product worn in the first second, and keep the catalogue shots for the statics. That is the work our fashion UGC ads team does, and this fashion case study shows the outcome for one brand, $300k to $2M a month in 18 months.
• If image ads are under 30% of your spend, add statics: fashion image ads bought the cheaper purchase over 12 months, $60.72 against $70.46 for video, on the same 14 brands.

Placement, hook-rate, format CPM and frequency data stop at 7 September 2026 or earlier because the archive behind them ends there. CPA, ROAS and AOV run to 28 October 2026 and refresh with the January 2027 edition of the hub.

Related: Meta ads vs TikTok ads for fashion brands.

If you are comparing agencies, our guide to Meta ads agencies for DTC brands sets out the options and who each one suits, and our guide to DTC ad creative agencies does the same for creative partners.

FAQ

What is a good ROAS for a fashion brand on Meta ads?

Across 14 fashion DTC brands in the 12 months to 28 October 2026, the median Meta-attributed first-purchase ROAS was 2.17, with the middle half of brands between 1.57 and 2.51; over the 90 days to the same date it was 1.99. A fashion brand under 2.0 sits in the bottom half of its vertical even though it beats the all-brands median of 1.49. Good means above your own break-even, which depends on margin and returns.

What is the average CPA for fashion ecommerce brands on Facebook and Instagram ads?

The median cost per purchase across 14 fashion DTC brands was $63.11 (about £47.50) over the 12 months to 28 October 2026, with the middle half between $52.62 and $94.52, and $68.43 over the 90 days to the same date. The median order value was $131.55, which is why fashion's first-purchase ROAS is the highest of the verticals on the benchmarks hub despite a CPA above the all-brands median of $59.52.

What CPM do fashion brands pay on Instagram compared with Facebook?

Across 11 fashion DTC brands between 8 June and 13 July 2026, the median CPM was $36.18 on Instagram and $19.46 on Facebook, with 71% of placement spend on Instagram. Instagram's link CTR was a little higher (1.73% against 1.36%), so the Instagram click cost $1.90 against $0.97. Over 8 January to 7 September 2026 the median fashion CPM across both placements was $21.37 (12 brands).

Which month is most expensive for fashion brands on Meta ads?

December. For a fixed panel of 10 fashion DTC brands, the median cost per purchase was $87.55 in December 2025, against $63.60 in November 2025, $52.25 in October 2025 and $49.32 to $59.42 across January to March 2026. The panel's median first-purchase ROAS was 2.0 or higher in nine of the twelve complete months to September 2026; the exceptions were October 2025 (1.96), June 2026 (1.94) and September 2026 (1.97).

What is a good hook rate for fashion video ads on Meta?

The median fashion DTC brand's video ads held 23.2% of impressions for three seconds between 8 January and 7 September 2026 (12 brands, middle half 13.4% to 29.3%), against 30.5% across 60 DTC brands of all kinds. A fashion hook rate above 29.3% puts you in the top quarter of the vertical, and above 35.4% matches the top quarter of all brands. Hook rate here is 3-second video views divided by impressions on video ad-days.

Sources

• MHI Meta Benchmarks, DTC, October 2026 edition, MHI Media; hub post with methodology, 22 October 2026
• MHI Media warehouse of client Meta ad accounts, benchmark cuts edition, read-only extract 29 October 2026, data settled to 28 October 2026