A good return on ad spend is one above your breakeven ROAS, which is one divided by your contribution margin: a 40 percent margin business breaks even at 2.5x and needs 3x or more to profit. Blended ecommerce ROAS in 2026 runs about 1.9x on Meta and about 4x on Google Search, which says more about attribution and channel role than about quality.
What moves it
ROAS depends on the attribution model and window the platform uses, on whether the channel harvests demand or creates it, and on the share of brand traffic in the account. Platform-reported ROAS figures from different channels cannot be added together. Compare channels on MER and incrementality, and set targets from margin.
Meta (Facebook and Instagram) benchmarks, September 17, 2026
| Average CPM | $13 to $14 median in H1 2026, up roughly 20 percent year over year; wide spread from under $3 to over $60 by account and objective |
| Average CPC | $0.70 to $0.80 for traffic campaigns; $1.40 to $1.90 blended and for lead campaigns; $3 or more in SaaS |
| Average CTR | 1.0 to 2.2 percent; 0.6 percent in SaaS, 1.5 percent in pet products |
| Conversion rate | About 1.6 percent (click-based) |
| CPA | About $38 median for ecommerce panels |
| ROAS | About 1.9x median across large ecommerce panels |
Sources and every other channel: Meta (Facebook and Instagram) benchmarks.
Run your own numbers with the Breakeven ROAS calculator.
Agency Echelon. "What is a good ROAS?" Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/questions/what-is-a-good-roas/