Meta Ads Benchmarks for Health and Wellness Brands 2026: CPA, ROAS, CPM and Funnel (17 DTC Brands)
Health and wellness brands outside beauty and supplements paid a median $59.44 a purchase on Meta over the 12 months to 28 October 2026 (17 brands), at a median first-purchase ROAS of 1.00 and an AOV of $64.35. The middle half of brands ran from $41.45 to $131.83 a purchase, the widest spread of any vertical. CPM was $23.87 and conversion rate 1.85% on 10 brands (8 January to 7 September 2026). Source: MHI Meta Benchmarks, DTC, October 2026 edition, read from MHI Media's warehouse of client Meta ad accounts on 29 October 2026, data settled to 28 October 2026.
Every figure on this page is a median across the Meta ad accounts of 17 DTC health and wellness 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. The group is health and wellness brands outside beauty and supplements: the hub's ad-copy rule moves brands whose creatives lean on skincare, cosmetics, haircare or fragrance terms into beauty and skincare, and brands leaning on supplement terms into supplements, which have their own benchmarks page; what stays is a mix of devices, personal care, fitness and services. A brand is one client with all of its Meta ad accounts added together, included in a window if it spent at least £3,000 (about $4,000) there with at least 30 purchases: 16 brands over the 90 days from 31 July to 28 October 2026 and 17 over the 12 months from 29 October 2025. Each metric is a ratio of sums for one brand, each brand counts once, the median is the middle brand and the interquartile range (IQR) is the 25th to 75th percentile; the spend-weighted figure is the group's total numerator over its total denominator. USD at £1 = $1.3289 (multiply by 0.7525 for GBP). The full method, metric definitions and vertical rule are in the methodology on the benchmarks hub.
CPA, ROAS, spend and purchases 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), on 10 and 9 brands; frequency runs to 3 August 2026 only (9 brands); placement exists for 8 June to 13 July 2026 only and is not reported for this vertical. The hub's own row for this vertical uses the window to 21 October 2026, so the figures here differ slightly from it. ROAS is Meta-attributed first-purchase revenue divided by spend under each account's default attribution, normally 7-day click and 1-day view. Not measured: blended or lifetime revenue, profit, repeat purchase, subscription renewals, or any channel other than Facebook and Instagram, which matters most for a vertical whose median first-order ROAS is 1.00.
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.
Health and wellness Meta ads benchmarks: CPA, ROAS, CPM, AOV and frequency
Health and wellness brands outside beauty and supplements paid a median $59.44 (£44.73) per purchase over the 12 months to 28 October 2026 (17 brands) and $61.11 over the 90 days to the same date (16 brands), at a median first-purchase ROAS of 1.00 and 1.21 and a median AOV of $64.35 and $69.16.
| Metric | 90 days: median (IQR) | n | 90 days: spend-weighted | 12 months: median (IQR) | n | 12 months: spend-weighted |
|---|---|---|---|---|---|---|
| CTR (link) | 1.48% (1.33% to 3.08%) | 9 | 1.82% | 1.68% (1.25% to 2.69%) | 10 | 1.67% |
| CPM | $27.50 ($17.12 to $35.70) | 9 | $25.17 | $23.87 ($18.09 to $30.12) | 10 | $21.63 |
| CPC (link) | $1.23 ($1.10 to $1.53) | 9 | $1.39 | $1.17 ($1.06 to $1.52) | 10 | $1.29 |
| Conversion rate | 2.13% (0.82% to 2.82%) | 9 | 1.43% | 1.85% (0.55% to 2.60%) | 10 | 1.45% |
| CPA | $61.11 ($41.13 to $111.23) | 16 | $83.29 | $59.44 ($41.45 to $131.83) | 17 | $82.21 |
| ROAS (Meta-attributed first-purchase) | 1.21 (0.73 to 1.65) | 16 | 0.96 | 1.00 (0.67 to 1.52) | 17 | 0.91 |
| AOV | $69.16 ($62.25 to $87.67) | 16 | $80.22 | $64.35 ($61.12 to $83.37) | 17 | $74.69 |
| Frequency (daily, campaign level) | n/a | 1.42 (1.40 to 1.74) | 9 | 1.60 |
Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).
The spread is the point of this table. The middle half of 17 brands paid anywhere from $41.45 to $131.83 a purchase, the widest IQR of any vertical in the set, so the $59.44 median is a weak target on its own. The spend-weighted CPA of $82.21 sits well above the median, which tells me the bigger spenders in this group pay more per purchase than the typical brand. Two cautions. The 90-day delivery cells (CTR, CPM, CPC and conversion rate) cover under three quarters of the group's spend, 74%, against 89% over 12 months, so I trust the 12-month delivery figures more. And 1.42 is a daily campaign-level frequency, which reads lower than the 7-day figure in Ads Manager. Placement (Facebook against Instagram) is not reported for this vertical. The hub's Table B row for this group uses the window to 21 October 2026, so its figures differ slightly from these.
Monthly CPA and ROAS for health and wellness brands, January to October 2026
Across the health and wellness brands qualifying each month, median CPA fell from $52.32 in April 2026 to $47.87 in July, then rose to $60.72 in August, $69.47 in September and $67.08 in the first 28 days of October, while median first-purchase ROAS went from 1.30 in April to 1.01 in July, 1.46 in August, 1.47 in September and 1.13 in October (10 to 15 brands a month).
| Month | Brands | CPA median (IQR) | ROAS median |
|---|---|---|---|
| January 2026 | 8 | $73.92 ($33.34 to $134.92) | 1.32 |
| February 2026 | 8 | $117.40 ($50.49 to $165.91) | not reported (fewer than 8 brands) |
| March 2026 | fewer than 8 | not reported (fewer than 8 brands) | not reported (fewer than 8 brands) |
| April 2026 | 10 | $52.32 ($29.39 to $89.85) | 1.30 |
| May 2026 | 10 | $51.85 ($36.21 to $89.06) | 1.27 |
| June 2026 | 10 | $49.82 ($39.13 to $111.56) | 1.16 |
| July 2026 | 11 | $47.87 ($41.02 to $155.14) | 1.01 |
| August 2026 | 13 | $60.72 ($43.00 to $97.31) | 1.46 |
| September 2026 | 14 | $69.47 ($39.76 to $110.14) | 1.47 |
| October 2026 (1 to 28 Oct) | 15 | $67.08 ($43.22 to $121.75) | 1.13 |
Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).
I would read this from April. January and February sit exactly on the 8-brand bar, and their IQRs ($33.34 to $134.92, $50.49 to $165.91) are so wide that the medians tell you little. From April to July the median brand got cheaper each month, down to $47.87, and then August to October cost $60 to $70 a purchase as the group grew from 10 brands to 15. Because the membership changes, some of that rise is new brands arriving at higher CPAs and some is the same brands paying more, and this cut cannot separate the two. For scale, the all-brands median CPA in this run was $55.09 in April and $65.92 in July 2026, so health and wellness ran cheaper than the wider set through the summer and converged with it in the autumn. CPA and ROAS both rose in August and September, which points to higher order values in those months; AOV by month is not in this cut, so I cannot confirm it.
Prospecting vs retargeting for health and wellness brands
Retargeting took 5% of this group's ad-level spend over the 12 months to 28 October 2026 and prospecting 82%, and where retargeting ran it bought purchases at a median $55.90 (11 brands) against $61.63 for prospecting (15 brands), at a median first-purchase ROAS of 1.75 against 1.02.
| Audience | Share of group spend | n | CPA median (IQR) | ROAS median (IQR) | CPM median (IQR) | n (CPM) |
|---|---|---|---|---|---|---|
| Prospecting | 82% | 15 | $61.63 ($42.38 to $128.56) | 1.02 (0.65 to 1.48) | $23.73 ($18.14 to $29.65) | 10 |
| Retargeting | 5% | 11 | $55.90 ($40.56 to $84.58) | 1.75 (0.86 to 2.07) | not reported (fewer than 8 brands) | |
| Retargeting share of each brand's classified spend | median 4.0% (0.3% to 8.8%) | 14 | n/a | n/a | n/a |
Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).
Retargeting earns its place here more than it does across the whole set. The median health and wellness brand put 4.0% of its classified spend behind named retargeting, against 1.8% for the median brand across the 67 brands with a classified split, and the brands that ran it got a 1.75 first-purchase ROAS on a 1.02 prospecting base. The retargeting IQR (0.86 to 2.07) is wide and 11 brands is a small group, so I would treat the gap as a reason to test a named retargeting structure somewhere between the group median of 4.0% and the top-quarter mark of 8.8%, and watch whether it holds. The remaining 13% of the group's spend sat in ad sets with no audience signal, mostly created after the archive ends on 7 September 2026, so read it as unclassified spend. Retargeting CPM is not reported for this group. For the general split and how to set it, see the prospecting vs retargeting spend ratio post.
Video vs image ads for health and wellness brands
Image ads bought purchases more cheaply than video for health and wellness brands over the 12 months to 28 October 2026: median CPA $52.52 (14 brands) against $60.94 (15 brands), median first-purchase ROAS 1.37 against 0.84, and median CPM $18.99 (9 brands) against $27.39 (10 brands).
| Format | Share of group spend | n | CPA median (IQR) | ROAS median (IQR) | CPM median (IQR) | n (CPM) |
|---|---|---|---|---|---|---|
| Video | 38% | 15 | $60.94 ($42.25 to $123.07) | 0.84 (0.64 to 1.53) | $27.39 ($19.08 to $29.83) | 10 |
| Image | 30% | 14 | $52.52 ($38.71 to $85.00) | 1.37 (0.83 to 1.79) | $18.99 ($16.84 to $21.57) | 9 |
| Unknown (no format metadata) | 30% | 10 | $80.50 ($58.48 to $151.46) | 0.91 (0.65 to 1.46) | $21.45 ($15.71 to $31.95) | 8 |
Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).
Video took 38% of this group's spend and image 30%, and image came out ahead on every column: cheaper impressions, a cheaper purchase and a ROAS of 1.37 against 0.84. The same pattern holds across the 70-plus brands in the whole set, where image CPA was $58.66 against $63.15 for video over 12 months, so health and wellness shows the general finding with a wider gap. I would not read it as video failing: the IQRs overlap and video carries most of the reach. What I would do is give statics a bigger share of the test slots than they get now and judge them on CPA and ROAS. The unknown slice is the dearest at $80.50 a purchase, which is mostly the recency of those ads (new ads with no metadata, still settling), so I would not treat it as a format.
The health and wellness funnel: hook rate, landing page views, add to cart and checkout
Health and wellness brands turned 76.4% of their Meta link clicks into landing page views between 8 January and 7 September 2026 (10 brands), the lowest of the verticals and about 8 points under the all-brands median of 84.5% (60 brands), while their hook rate (32.4%) and checkout rate (46.6%) sat above the all-brands medians.
| Measure | Health and wellness (other): median (IQR) | n | All DTC brands: median (IQR) | n |
|---|---|---|---|---|
| Hook rate | 32.4% (27.7% to 34.9%) | 10 | 30.5% (23.2% to 35.4%) | 60 |
| Video ad-day share of matched spend | 75.0% (69.8% to 77.2%) | 10 | 70.0% (58.5% to 80.0%) | 60 |
| Link CTR on video ad-days | 1.89% (1.52% to 2.92%) | 10 | 2.04% (1.43% to 2.78%) | 60 |
| Link CTR on non-video ad-days | 1.07% (0.95% to 1.78%) | 9 | 1.40% (0.95% to 1.88%) | 57 |
| Landing page view rate | 76.4% (74.0% to 89.8%) | 10 | 84.5% (75.2% to 90.3%) | 60 |
| Add-to-cart rate | 12.2% (3.5% to 16.7%) | 10 | 15.2% (8.0% to 23.6%) | 60 |
| Checkout rate | 46.6% (36.9% to 72.1%) | 9 | 42.2% (25.6% to 70.5%) | 59 |
| Purchase rate | 45.9% (33.8% to 60.8%) | 10 | 46.8% (37.0% to 61.9%) | 60 |
| Purchases / landing page views | 3.03% (1.90% to 3.09%) | 10 | 3.03% (2.24% to 3.94%) | 60 |
| Purchases / link clicks | 1.85% (0.55% to 2.60%) | 10 | 2.44% (1.42% to 3.15%) | 60 |
Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).
Nearly a quarter of paid clicks never register a landing page view in the median health and wellness account, and the bottom quarter of the group loses 26% or more. That is the first thing I would fix, before any creative work: mobile page speed, redirect chains, quiz and app interstitials, consent banners, and whether the pixel fires on the first page view. The ad side holds up, with hook rate above the all-brands median and video ad-days taking 75% of matched spend. On site, add to cart is lower (12.2% against 15.2%) with a bottom quarter under 3.5%, which points at the product page and the offer; checkout and purchase rates are in line with the set. It compounds into purchases per link click of 1.85% against 2.44%. Cart and checkout events are configured differently from shop to shop, so those two steps are indicative. The landing page conversion benchmarks cover the site side, and the funnel benchmarks page has the full 60-brand distribution.
What this means for your account
Benchmark against the quarter you sit in. If your 12-month CPA is above $131.83, you are in the dearest quarter of this group, and the brands at $41.45 are selling to the same people for under a third of your cost per customer; that gap usually sits in the product, the offer and the page. If you are under $41.45, the $59.44 median tells you nothing and your own month-on-month line against Table L4 is the better reference.
If your landing page view rate is under 76.4%, fix the page before you touch the ads: nearly a quarter of what you pay for never loads. If retargeting is under 4.0% of your classified spend, test a named retargeting structure up to the 8.8% top-quarter mark; the 11 brands that ran one bought purchases at $55.90 and 1.75 ROAS against $61.63 and 1.02 for prospecting. If video takes more than 38% of your spend and statics under 30%, put a static in every test round, because image won on CPA, ROAS and CPM here. The Icy Bear case study, an oral care brand, is the clearest example we have: its first statics tripled revenue in month one.
A median first-purchase ROAS of 1.00 on a $64.35 AOV means the typical brand here gets its ad spend back on the first order and nothing more. That only works when repeat orders or a subscription carry the margin, so work out your own number with the break-even ROAS guide before you set a target. If you want this comparison run on your account, our health and wellness Meta ads page explains how we work with the vertical, and the wellness brands strategy post covers the creative side.
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 CPA for a health and wellness brand on Meta?
Across the Meta ad accounts of 17 health and wellness DTC brands outside beauty and supplements, the median CPA was $59.44 over the 12 months to 28 October 2026, with the middle half of brands between $41.45 and $131.83, the widest spread of any vertical in the set. Under $41.45 puts you in the cheapest quarter and above $131.83 in the dearest, so benchmark against the quarter you sit in rather than the median.
What ROAS should a wellness brand expect from Facebook ads?
The median Meta-attributed first-purchase ROAS for 17 health and wellness DTC brands was 1.00 over the 12 months to 28 October 2026 (middle half 0.67 to 1.52) and 1.21 over the 90 days to the same date (16 brands). It counts the first order only, on Facebook and Instagram, so a brand at 1.00 gets its ad spend back on the first purchase and relies on repeat or subscription orders for any profit.
What is the average CPM for health and wellness Meta ads?
The median CPM for health and wellness DTC brands was $23.87 (£17.96) between 8 January and 7 September 2026 across 10 brands, with the middle half between $18.09 and $30.12, and $27.50 over 31 July to 7 September 2026 (9 brands). By format, image ads ran at a median CPM of $18.99 (9 brands) against $27.39 for video (10 brands) over the same January to September span.
Does retargeting work for health and wellness brands?
Over the 12 months to 28 October 2026, health and wellness brands that ran named retargeting bought purchases at a median CPA of $55.90 and a first-purchase ROAS of 1.75 (11 brands), against $61.63 and 1.02 for prospecting (15 brands). Retargeting took 5% of the group's spend, and the median brand put 4.0% of its classified spend behind it (14 brands), above the 1.8% median across all brands in the set.
Why do health and wellness brands lose so many ad clicks before the landing page?
Across 10 health and wellness DTC brands between 8 January and 7 September 2026, the median landing page view rate was 76.4% of link clicks, the lowest of the verticals and under the all-brands median of 84.5% (60 brands). The data does not say why. The usual causes I find are slow mobile pages, redirect chains, quiz or app interstitials, consent banners and a pixel that fires after the first page view.
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
- Meta Business Help Centre, Ads Manager metric definitions for link clicks, landing page views, adds to cart, checkouts initiated, purchases and 3-second video plays, Meta Platforms