Meta Ads Benchmark Checker

How the checker works

You pick a group and a window, and the checker compares your two numbers with the cut points we have already published for that group. All DTC brands have five cut points (10th, 25th, 50th, 75th and 90th percentile). Each vertical has three (25th, 50th and 75th). The result is the pair of cut points you sit between.

A lower CPA is better, so the 25th percentile is the cheapest quarter of brands. A higher ROAS is better, so the 75th percentile is where the top quarter begins. If you enter pounds, the checker converts them at the published rate of £1 = $1.3289 and compares in dollars.

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The numbers behind it

The data comes from the Meta ad accounts of the DTC brands in MHI Media's warehouse of client ad accounts, published as anonymised medians. No group has fewer than 8 brands and each brand counts once. The method is on the benchmarks hub, and the all-brand percentiles are on the ROAS and CPA percentile page.

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

What to do with your result

1. Work out your floor with the break-even ROAS calculator. A median ROAS can still lose money on a low-margin product.
2. Compare order value. The benchmarks by order value show how CPA moves with basket size.
3. Plan spend with the Meta ad budget calculator.
4. If creative is what's capping the account, read how we run performance creative or compare options in our guide to Meta ads agencies for DTC brands.

FAQ

Is my Meta ads CPA good?

Across 79 DTC brands in the 90 days to 28 October 2026 the median Meta CPA was $63.80, and the middle half of brands sat between $41.76 and $98.54. Below $41.76 puts you in the cheapest quarter. The right answer also depends on your margin, so check your break-even ROAS before you call any CPA good.

What is a good ROAS for Meta ads?

Across 79 DTC brands in the 90 days to 28 October 2026 the median first-purchase ROAS was 1.53, the top quarter started at 1.89 and the top tenth started at 2.38. These figures count first orders only. A brand with strong repeat purchase can run below them and still make money.

Which ROAS should I enter?

Enter Meta-attributed first-purchase ROAS from Ads Manager, over the same window you pick above, because that is what the benchmarks measure. Blended ROAS from your store, or ROAS that includes repeat orders, will read higher than these tables and flatter your result.

Why do I get a band and no exact percentile?

We only use cells we have published. All brands have five cut points and each vertical has three, so the checker tells you which two published cut points you sit between. Estimating a figure between them would add false precision to small groups.

Why is my vertical missing?

We publish a group only when it has 8 or more brands. Beauty and skincare, fashion, health and wellness, and supplements clear that bar. If your vertical is not listed, use All DTC brands.