What Is a Good ROAS for Facebook Ads? (2026 Benchmarks)
Across roughly 35,000 ecommerce brands tracked by Triple Whale (2025), the median Facebook ads ROAS of 1.86 is the closest thing to a verified public average, with category medians running from 1.17 (media and publishing) to 2.54 (automotive). But a good ROAS is one above your break-even: the point where gross margin covers ad spend.
Published ROAS data is scarce because most advertisers keep it private. The only aggregates that passed the citation bar here are ecommerce platform medians, so the table is ecommerce-specific by construction. If you sell services or generate leads, treat it as context from an adjacent market, not your yardstick.
The more useful exercise takes two minutes: compute the ROAS where you stop losing money, then aim above it with room to spare. That headroom is what buys the next round of learning. A benchmark tells you what other accounts report; your break-even tells you whether your campaigns are funding the business.
ROAS benchmarks by industry
| Industry | ROAS | Source |
|---|---|---|
| All industriesMedian across ~35,000 ecommerce brands on Triple Whale · Worldwide | 1.86x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Apparel & AccessoriesMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.18x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| AutomotiveMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.54x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| BabyMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.17x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| BeautyMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.57x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Books & MusicMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.65x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| ElectronicsMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.92x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Food & BeverageMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.56x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Health & WellnessMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.5x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Home & GardenMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.18x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Lifestyle & BoutiqueMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.93x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Media & PublishingMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.17x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Pets & AnimalsMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.58x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Sports & OutdoorsMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.28x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Toys, Art, & CollectiblesMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.93x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Travel Accessories & LuggageMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.25x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
Calculate marketing ROI
Use revenue, spend, and optional gross margin to read ROAS-like performance through a profit-side lens.
Marketing ROI calculator
Calculate return on marketing spend, with optional gross margin if you want a profit-side view.
Optional. Leave blank to use revenue minus spend.
Marketing ROI
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Marketing ROI = (return - spend) / spend x 100
Read marketing ROI beside contribution margin, payback window, and cash needs so the number stays tied to profit mechanics.
Calculate MER
Use total revenue and total marketing spend to check blended efficiency beside the platform ROAS rows above.
MER calculator
Calculate marketing efficiency ratio from total revenue and total marketing spend.
Marketing efficiency ratio
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MER = revenue / spend
Use MER as a blended efficiency read, then reconcile it with channel ROAS, margin, organic demand, and total cash spend.
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Need the raw numbers? Download the full benchmark dataset (CSV) with the source attached to every row.
When this number is misleading
ROAS targets depend on margin, not benchmarks
Two stores with identical ROAS can be one profitable and one underwater, purely because their margins differ. Break-even math beats any benchmark: work out the ROAS where your gross margin covers ad spend, and judge campaigns against that.
Attribution windows change the reported number
Platform-reported ROAS moves with the attribution window and settings an account uses. The same campaign reports different ROAS under different windows. Cross-account comparisons quietly assume settings you cannot see.
Blended and platform ROAS answer different questions
Platform ROAS credits Meta for conversions other channels helped create; blended ROAS divides all revenue by all ad spend and describes the business. Mixing the two in one comparison flatters whichever number you wanted to believe.
ROAS below your break-even?
When ROAS lags, the leak is usually after the click: landing pages that do not match the ad, tracking that under-reports purchases, or an offer the traffic was never primed for. The conversion troubleshooting guide works through the diagnosis in order.
Fix ads that are not convertingMethodology
We compile every figure from the public benchmark reports listed below. Data years vary by source (2024-2025), and every table row links to the report that published the number. If we can’t check a figure against a live public source, it stays out.
These tables do not use Meta delivery estimates or Kelpi first-party campaign data yet. They describe published industry averages, not a prediction for your account.
- LocaliQ / WordStream Facebook Ads Benchmarks 2025 (2025)
- Triple Whale Facebook Ad Benchmarks (ecommerce) (2025)
- Gupta Media social ads cost tracker (2025)
Compiled and last reviewed: June 13, 2026. We re-check every citation once a quarter.
Frequently asked questions
- What ROAS should I aim for?
- Aim above your break-even ROAS (the point where your gross margin covers ad spend), with enough headroom to fund growth. Median figures like Triple Whale’s 1.86 describe other accounts’ economics, not yours. Compute your break-even ROAS.
- Is a 3x ROAS good for Facebook ads?
- It is well above the 1.86 median Triple Whale reports across its ecommerce brands, but the honest answer comes from your own margins: at thin margins even a seemingly strong ROAS can lose money, and at fat margins a modest one can be excellent. Check the math with the ROAS calculator.
- What is the average ROAS for Facebook ads?
- The only public aggregate that passed the citation bar here is Triple Whale’s 2025 median of 1.86 across roughly 35,000 ecommerce stores, with category medians from 1.17 to 2.54. There is no verified all-business average, so treat the ecommerce median as a reference point, not a target.