Overall Benchmarks for TikTok Ads<\/strong><\/h2>\n\n\n\nMetric<\/th>\n Aug 2025 – July 2026<\/th>\n Aug 2024 – July 2025<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nCPA<\/td>\n $17.07<\/td>\n $24.86<\/td>\n -31.36%<\/td>\n<\/tr>\n \nCPM<\/td>\n $4.08<\/td>\n $5.71<\/td>\n -24.48%<\/td>\n<\/tr>\n \nCVR<\/td>\n 1.56%<\/td>\n 2.46%<\/td>\n -36.79%<\/td>\n<\/tr>\n \nROAS<\/td>\n 1.51<\/td>\n 1.43<\/td>\n +5.85%<\/td>\n<\/tr>\n \nAOV<\/td>\n $50.32<\/td>\n $46.90<\/td>\n +7.29%<\/td>\n<\/tr>\n \nCTR<\/td>\n 0.61%<\/td>\n 0.70%<\/td>\n -12.50%<\/td>\n<\/tr>\n \nMER<\/td>\n 0.23<\/td>\n 0.35<\/td>\n -34.68%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nTikTok\u2019s reputation as the emerging cost-efficient alternative to Meta and Google is being tested by the latest data.\u00a0<\/p>\n
CPM fell 28.48% year-over-year to $4.08, which, while still meaningfully cheaper than Meta\u2019s $15.06 overall median, has moved further from parity.\u00a0<\/p>\n
CPA dropped 31.36% to $17.07, while CVR slipped 36.79% to 1.56% and ROAS increased 5.85% to 1.51, indicating that TikTok\u2019s audience is clicking less (-12.50% CTR decline) but converting at a lower rate than the year prior.\u00a0<\/p>\n
The platform still offers genuine advantages, with lower CPMs than Meta across most industries, a format that drives strong top-of-funnel engagement, and an algorithm that surfaces products to interest-matched audiences at scale.\u00a0<\/p>\n
Understanding where your industry sits within these benchmarks is essential for setting realistic goals and building an ad strategy that can take advantage of TikTok in 2027<\/p>\n
Ad performance benchmarks: by industry<\/strong><\/h2>\nIndustry-level benchmarks show how TikTok advertising costs, engagement, and returns vary across categories. The sections below compare CPA, CPM, CVR, CTR, ROAS, AOV, and MER across the 10 industries in this report, giving you a clearer baseline for evaluating your own performance<\/p>\n
Cost per acquisition (CPA) by industry<\/h3>\n
\n\n\nIndustry<\/th>\n Median CPA<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nApparel & Accessories<\/td>\n $20.64<\/td>\n -13.73%<\/td>\n<\/tr>\n \nBeauty<\/td>\n $10.32<\/td>\n -58.38%<\/td>\n<\/tr>\n \nHome & Garden<\/td>\n $19.33<\/td>\n +17.18%<\/td>\n<\/tr>\n \nFood & Beverage<\/td>\n $12.44<\/td>\n -50.58%<\/td>\n<\/tr>\n \nToys, Art, & Collectibles<\/td>\n $18.37<\/td>\n -30.19%<\/td>\n<\/tr>\n \nSports & Outdoors<\/td>\n $14.67<\/td>\n -45.14%<\/td>\n<\/tr>\n \nElectronics<\/td>\n $28.90<\/td>\n -11.61%<\/td>\n<\/tr>\n \nHealth & Wellness<\/td>\n $11.17<\/td>\n -40.31%<\/td>\n<\/tr>\n \nPets & Animals<\/td>\n $5.46<\/td>\n -75.65%<\/td>\n<\/tr>\n \nLifestyle & Boutique<\/td>\n $19.59<\/td>\n -34.48%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nTikTok\u2019s cost per acquisition (CPA) profile is one of its clearest advantages over other platforms. Most industries acquire customers for under $22, a threshold that Meta and Google consistently exceed in comparable verticals.\u00a0<\/p>\n
Pets & Animals posted the lowest CPA at $5.46, followed by Health & Wellness ($10.32) and Health & Wellness ($11.17). These categories benefit from TikTok\u2019s strength in community-driven discovery, where organic content and paid ads share the same format and audience trust.\u00a0<\/p>\n
Electronics is the clear outlier at $28.90, which is more than double the lowest CPA in the dataset. This category has a longer consideration cycle and higher product complexity, which makes TikTok\u2019s impulse-driven format a less natural fit for driving direct acquisition<\/p>\n
Cost per mille (CPM) by industry<\/h3>\n
\n\n\nIndustry<\/th>\n Median CPM<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nApparel & Accessories<\/td>\n $4.16<\/td>\n -9.09%<\/td>\n<\/tr>\n \nBeauty<\/td>\n $3.92<\/td>\n -47.09%<\/td>\n<\/tr>\n \nHome & Garden<\/td>\n $4.61<\/td>\n -28.64%<\/td>\n<\/tr>\n \nFood & Beverage<\/td>\n $4.54<\/td>\n -42.46%<\/td>\n<\/tr>\n \nToys, Art, & Collectibles<\/td>\n $4.40<\/td>\n -21.42%<\/td>\n<\/tr>\n \nSports & Outdoors<\/td>\n $3.46<\/td>\n -27.32%<\/td>\n<\/tr>\n \nElectronics<\/td>\n $4.40<\/td>\n -22.55%<\/td>\n<\/tr>\n \nHealth & Wellness<\/td>\n $3.67<\/td>\n -62.74%<\/td>\n<\/tr>\n \nPets & Animals<\/td>\n $4.59<\/td>\n -31.43%<\/td>\n<\/tr>\n \nLifestyle & Boutique<\/td>\n $4.01<\/td>\n -18.17%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nReach costs on TikTok remain low relative to Meta, and the industry-level spread is comparatively tight, with a $1.15 range from cheapest to most expensive<\/p>\n
Sports & Outdoors earned the lowest CPM at $3.46, with Health & Wellness ($3.67) and Beauty ($3.92) also offering cost-effective reach. These categories align naturally with TikTok\u2019s content culture, where fashion, fitness, and lifestyle content thrives organically and keeps audience engagement high.\u00a0<\/p>\n
Home & Garden had the highest CPM at $4.61, followed by Pets & Animals at $4.59. Even at the top of the range, however, TikTok CPMs compare favorably to Meta\u2019s industry equivalents, reinforcing the platform\u2019s position as a cost-efficient channel for brands looking to diversify reach beyond dominant platforms<\/p>\n
Conversion rate (CVR) by industry<\/h3>\n
\n\n\nIndustry<\/th>\n Median CVR<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nApparel & Accessories<\/td>\n 2.08%<\/td>\n -11.64%<\/td>\n<\/tr>\n \nBeauty<\/td>\n 1.12%<\/td>\n -61.40%<\/td>\n<\/tr>\n \nHome & Garden<\/td>\n 1.61%<\/td>\n -41.16%<\/td>\n<\/tr>\n \nFood & Beverage<\/td>\n 0.99%<\/td>\n -66.17%<\/td>\n<\/tr>\n \nToys, Art, & Collectibles<\/td>\n 1.71%<\/td>\n -33.22%<\/td>\n<\/tr>\n \nSports & Outdoors<\/td>\n 0.99%<\/td>\n -37.64%<\/td>\n<\/tr>\n \nElectronics<\/td>\n 1.46%<\/td>\n -24.07%<\/td>\n<\/tr>\n \nHealth & Wellness<\/td>\n 0.80%<\/td>\n -58.69%<\/td>\n<\/tr>\n \nPets & Animals<\/td>\n 0.38%<\/td>\n -84.41%<\/td>\n<\/tr>\n \nLifestyle & Boutique<\/td>\n 2.06%<\/td>\n -0.52%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nConversion rate (CVR) tells you what percentage of users who click on an ad actually convert into customers. CVR on TikTok is notably strong for several categories, with two of ten industries converting above 2% \u2014 an impressive threshold for a platform built around discovery and entertainment rather than explicit purchase intent.\u00a0<\/p>\n
Apparel & Accessories led at 2.08%, followed closely by Lifestyle & Boutique (2.06%) and Toys, Art, & Collectibles (1.71%). These categories benefit from TikTok\u2019s visual product showcase format, where short-form video can demonstrate products in context and drive impulse decisions effectively<\/p>\n
Pets & Animals sat at the bottom with a 0.38% CVR, a notable gap below the next lowest. Health & Wellness (0.80%) also underperformed on CVR even though it had a low CPA, suggesting efficient acquisition may come partly from low price points rather than strong conversion behavior<\/p>\n
Click-through (CTR) rate by industry<\/h3>\n
\n\n\nIndustry<\/th>\n Median CTR<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nApparel & Accessories<\/td>\n 0.74%<\/td>\n +3.62%<\/td>\n<\/tr>\n \nBeauty<\/td>\n 0.51%<\/td>\n -25.56%<\/td>\n<\/tr>\n \nHome & Garden<\/td>\n 0.59%<\/td>\n -18.63%<\/td>\n<\/tr>\n \nFood & Beverage<\/td>\n 0.45%<\/td>\n -34.76%<\/td>\n<\/tr>\n \nToys, Art, & Collectibles<\/td>\n 0.55%<\/td>\n -16.17%<\/td>\n<\/tr>\n \nSports & Outdoors<\/td>\n 0.54%<\/td>\n -6.12%<\/td>\n<\/tr>\n \nElectronics<\/td>\n 0.64%<\/td>\n -15.76%<\/td>\n<\/tr>\n \nHealth & Wellness<\/td>\n 0.51%<\/td>\n -17.84%<\/td>\n<\/tr>\n \nPets & Animals<\/td>\n 0.41%<\/td>\n -30.17%<\/td>\n<\/tr>\n \nLifestyle & Boutique<\/td>\n 0.61%<\/td>\n +3.13%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nClick through rate (CTR) measures how often users who see an ad choose to click it. TikTok\u2019s CTR figures are structurally lower than Meta\u2019s \u2014 the platform\u2019s full-screen video format means users engage with content differently than with static feed ads. This is expected behavior for the format and does not reflect underperformance on its own<\/p>\n
Apparel & Accessories led with the highest CTR at 0.74%, followed by Electronics (0.64%) and Lifestyle & Boutique (0.61%). Pets & Animals posted the lowest CTR at 0.41%, consistent with a category where TikTok content resonates emotionally but may not translate directly into shopping behavior<\/p>\n
Return on ad spend (ROAS) by industry<\/h3>\n
\n\n\nIndustry<\/th>\n Median ROAS<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nApparel & Accessories<\/td>\n 2.70<\/td>\n +20.50%<\/td>\n<\/tr>\n \nBeauty<\/td>\n 0.46<\/td>\n -38.00%<\/td>\n<\/tr>\n \nHome & Garden<\/td>\n 2.02<\/td>\n +15.71%<\/td>\n<\/tr>\n \nFood & Beverage<\/td>\n 0.33<\/td>\n -34.67%<\/td>\n<\/tr>\n \nToys, Art, & Collectibles<\/td>\n 1.57<\/td>\n +8.09%<\/td>\n<\/tr>\n \nSports & Outdoors<\/td>\n 1.44<\/td>\n +19.16%<\/td>\n<\/tr>\n \nElectronics<\/td>\n 1.98<\/td>\n +29.18%<\/td>\n<\/tr>\n \nHealth & Wellness<\/td>\n 0.42<\/td>\n +41.99%<\/td>\n<\/tr>\n \nPets & Animals<\/td>\n 0.02<\/td>\n -93.70%<\/td>\n<\/tr>\n \nLifestyle & Boutique<\/td>\n 2.00<\/td>\n +20.58%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nReturn on ad spend (ROAS)\u00a0 is the most direct measure of advertising efficiency as it measures how much revenue is returned for every dollar spent on ads. During the latest data period, ROAS on TikTok varied more dramatically by industry than any other platform we evaluated, and several figures fell well below break-even on a platform-reported basis.\u00a0<\/p>\n
Pets & Animals (0.02%), Food & Beverage (0.33%), and Beauty (0.46%) displayed the lowest ROAS of all industries, representing poor returns on dollars invested. However, the platform\u2019s in-feed format may drive significant organic lift and delayed purchase behavior that last-click attribution undercounts. Brands in these categories may be seeing real downstream revenue impact that TikTok\u2019s pixel does not fully capture.\u00a0<\/p>\n
Apparel & Accessories stands apart with a 2.70 ROAS \u2014 one of two industries to clear 2.0 and the clearest evidence of TikTok\u2019s native strengths. Fashion and style content is among TikTok\u2019s highest-performing organic categories, and that cultural alignment carries over into paid performance. Home & Garden (2.02) and Lifestyle & Boutique (2.00) also posted competitive returns, rounding out the categories where TikTok\u2019s format and audience intent align most naturally with the products being sold.<\/p>\n
Average order value (AOV) by industry<\/h3>\n
TikTok\u2019s reputation as the emerging cost-efficient alternative to Meta and Google is being tested by the latest data.\u00a0<\/p>\n
CPM fell 28.48% year-over-year to $4.08, which, while still meaningfully cheaper than Meta\u2019s $15.06 overall median, has moved further from parity.\u00a0<\/p>\n
CPA dropped 31.36% to $17.07, while CVR slipped 36.79% to 1.56% and ROAS increased 5.85% to 1.51, indicating that TikTok\u2019s audience is clicking less (-12.50% CTR decline) but converting at a lower rate than the year prior.\u00a0<\/p>\n
The platform still offers genuine advantages, with lower CPMs than Meta across most industries, a format that drives strong top-of-funnel engagement, and an algorithm that surfaces products to interest-matched audiences at scale.\u00a0<\/p>\n
Understanding where your industry sits within these benchmarks is essential for setting realistic goals and building an ad strategy that can take advantage of TikTok in 2027<\/p>\n
Ad performance benchmarks: by industry<\/strong><\/h2>\nIndustry-level benchmarks show how TikTok advertising costs, engagement, and returns vary across categories. The sections below compare CPA, CPM, CVR, CTR, ROAS, AOV, and MER across the 10 industries in this report, giving you a clearer baseline for evaluating your own performance<\/p>\n
Cost per acquisition (CPA) by industry<\/h3>\n
\n\n\nIndustry<\/th>\n Median CPA<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nApparel & Accessories<\/td>\n $20.64<\/td>\n -13.73%<\/td>\n<\/tr>\n \nBeauty<\/td>\n $10.32<\/td>\n -58.38%<\/td>\n<\/tr>\n \nHome & Garden<\/td>\n $19.33<\/td>\n +17.18%<\/td>\n<\/tr>\n \nFood & Beverage<\/td>\n $12.44<\/td>\n -50.58%<\/td>\n<\/tr>\n \nToys, Art, & Collectibles<\/td>\n $18.37<\/td>\n -30.19%<\/td>\n<\/tr>\n \nSports & Outdoors<\/td>\n $14.67<\/td>\n -45.14%<\/td>\n<\/tr>\n \nElectronics<\/td>\n $28.90<\/td>\n -11.61%<\/td>\n<\/tr>\n \nHealth & Wellness<\/td>\n $11.17<\/td>\n -40.31%<\/td>\n<\/tr>\n \nPets & Animals<\/td>\n $5.46<\/td>\n -75.65%<\/td>\n<\/tr>\n \nLifestyle & Boutique<\/td>\n $19.59<\/td>\n -34.48%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nTikTok\u2019s cost per acquisition (CPA) profile is one of its clearest advantages over other platforms. Most industries acquire customers for under $22, a threshold that Meta and Google consistently exceed in comparable verticals.\u00a0<\/p>\n
Pets & Animals posted the lowest CPA at $5.46, followed by Health & Wellness ($10.32) and Health & Wellness ($11.17). These categories benefit from TikTok\u2019s strength in community-driven discovery, where organic content and paid ads share the same format and audience trust.\u00a0<\/p>\n
Electronics is the clear outlier at $28.90, which is more than double the lowest CPA in the dataset. This category has a longer consideration cycle and higher product complexity, which makes TikTok\u2019s impulse-driven format a less natural fit for driving direct acquisition<\/p>\n
Cost per mille (CPM) by industry<\/h3>\n
\n\n\nIndustry<\/th>\n Median CPM<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nApparel & Accessories<\/td>\n $4.16<\/td>\n -9.09%<\/td>\n<\/tr>\n \nBeauty<\/td>\n $3.92<\/td>\n -47.09%<\/td>\n<\/tr>\n \nHome & Garden<\/td>\n $4.61<\/td>\n -28.64%<\/td>\n<\/tr>\n \nFood & Beverage<\/td>\n $4.54<\/td>\n -42.46%<\/td>\n<\/tr>\n \nToys, Art, & Collectibles<\/td>\n $4.40<\/td>\n -21.42%<\/td>\n<\/tr>\n \nSports & Outdoors<\/td>\n $3.46<\/td>\n -27.32%<\/td>\n<\/tr>\n \nElectronics<\/td>\n $4.40<\/td>\n -22.55%<\/td>\n<\/tr>\n \nHealth & Wellness<\/td>\n $3.67<\/td>\n -62.74%<\/td>\n<\/tr>\n \nPets & Animals<\/td>\n $4.59<\/td>\n -31.43%<\/td>\n<\/tr>\n \nLifestyle & Boutique<\/td>\n $4.01<\/td>\n -18.17%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nReach costs on TikTok remain low relative to Meta, and the industry-level spread is comparatively tight, with a $1.15 range from cheapest to most expensive<\/p>\n
Sports & Outdoors earned the lowest CPM at $3.46, with Health & Wellness ($3.67) and Beauty ($3.92) also offering cost-effective reach. These categories align naturally with TikTok\u2019s content culture, where fashion, fitness, and lifestyle content thrives organically and keeps audience engagement high.\u00a0<\/p>\n
Home & Garden had the highest CPM at $4.61, followed by Pets & Animals at $4.59. Even at the top of the range, however, TikTok CPMs compare favorably to Meta\u2019s industry equivalents, reinforcing the platform\u2019s position as a cost-efficient channel for brands looking to diversify reach beyond dominant platforms<\/p>\n
Conversion rate (CVR) by industry<\/h3>\n
\n\n\nIndustry<\/th>\n Median CVR<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nApparel & Accessories<\/td>\n 2.08%<\/td>\n -11.64%<\/td>\n<\/tr>\n \nBeauty<\/td>\n 1.12%<\/td>\n -61.40%<\/td>\n<\/tr>\n \nHome & Garden<\/td>\n 1.61%<\/td>\n -41.16%<\/td>\n<\/tr>\n \nFood & Beverage<\/td>\n 0.99%<\/td>\n -66.17%<\/td>\n<\/tr>\n \nToys, Art, & Collectibles<\/td>\n 1.71%<\/td>\n -33.22%<\/td>\n<\/tr>\n \nSports & Outdoors<\/td>\n 0.99%<\/td>\n -37.64%<\/td>\n<\/tr>\n \nElectronics<\/td>\n 1.46%<\/td>\n -24.07%<\/td>\n<\/tr>\n \nHealth & Wellness<\/td>\n 0.80%<\/td>\n -58.69%<\/td>\n<\/tr>\n \nPets & Animals<\/td>\n 0.38%<\/td>\n -84.41%<\/td>\n<\/tr>\n \nLifestyle & Boutique<\/td>\n 2.06%<\/td>\n -0.52%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nConversion rate (CVR) tells you what percentage of users who click on an ad actually convert into customers. CVR on TikTok is notably strong for several categories, with two of ten industries converting above 2% \u2014 an impressive threshold for a platform built around discovery and entertainment rather than explicit purchase intent.\u00a0<\/p>\n
Apparel & Accessories led at 2.08%, followed closely by Lifestyle & Boutique (2.06%) and Toys, Art, & Collectibles (1.71%). These categories benefit from TikTok\u2019s visual product showcase format, where short-form video can demonstrate products in context and drive impulse decisions effectively<\/p>\n
Pets & Animals sat at the bottom with a 0.38% CVR, a notable gap below the next lowest. Health & Wellness (0.80%) also underperformed on CVR even though it had a low CPA, suggesting efficient acquisition may come partly from low price points rather than strong conversion behavior<\/p>\n
Click-through (CTR) rate by industry<\/h3>\n
\n\n\nIndustry<\/th>\n Median CTR<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nApparel & Accessories<\/td>\n 0.74%<\/td>\n +3.62%<\/td>\n<\/tr>\n \nBeauty<\/td>\n 0.51%<\/td>\n -25.56%<\/td>\n<\/tr>\n \nHome & Garden<\/td>\n 0.59%<\/td>\n -18.63%<\/td>\n<\/tr>\n \nFood & Beverage<\/td>\n 0.45%<\/td>\n -34.76%<\/td>\n<\/tr>\n \nToys, Art, & Collectibles<\/td>\n 0.55%<\/td>\n -16.17%<\/td>\n<\/tr>\n \nSports & Outdoors<\/td>\n 0.54%<\/td>\n -6.12%<\/td>\n<\/tr>\n \nElectronics<\/td>\n 0.64%<\/td>\n -15.76%<\/td>\n<\/tr>\n \nHealth & Wellness<\/td>\n 0.51%<\/td>\n -17.84%<\/td>\n<\/tr>\n \nPets & Animals<\/td>\n 0.41%<\/td>\n -30.17%<\/td>\n<\/tr>\n \nLifestyle & Boutique<\/td>\n 0.61%<\/td>\n +3.13%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nClick through rate (CTR) measures how often users who see an ad choose to click it. TikTok\u2019s CTR figures are structurally lower than Meta\u2019s \u2014 the platform\u2019s full-screen video format means users engage with content differently than with static feed ads. This is expected behavior for the format and does not reflect underperformance on its own<\/p>\n
Apparel & Accessories led with the highest CTR at 0.74%, followed by Electronics (0.64%) and Lifestyle & Boutique (0.61%). Pets & Animals posted the lowest CTR at 0.41%, consistent with a category where TikTok content resonates emotionally but may not translate directly into shopping behavior<\/p>\n
Return on ad spend (ROAS) by industry<\/h3>\n
\n\n\nIndustry<\/th>\n Median ROAS<\/th>\n % Change YoY<\/th>\n<\/tr>\n<\/thead>\n \n\nApparel & Accessories<\/td>\n 2.70<\/td>\n +20.50%<\/td>\n<\/tr>\n \nBeauty<\/td>\n 0.46<\/td>\n -38.00%<\/td>\n<\/tr>\n \nHome & Garden<\/td>\n 2.02<\/td>\n +15.71%<\/td>\n<\/tr>\n \nFood & Beverage<\/td>\n 0.33<\/td>\n -34.67%<\/td>\n<\/tr>\n \nToys, Art, & Collectibles<\/td>\n 1.57<\/td>\n +8.09%<\/td>\n<\/tr>\n \nSports & Outdoors<\/td>\n 1.44<\/td>\n +19.16%<\/td>\n<\/tr>\n \nElectronics<\/td>\n 1.98<\/td>\n +29.18%<\/td>\n<\/tr>\n \nHealth & Wellness<\/td>\n 0.42<\/td>\n +41.99%<\/td>\n<\/tr>\n \nPets & Animals<\/td>\n 0.02<\/td>\n -93.70%<\/td>\n<\/tr>\n \nLifestyle & Boutique<\/td>\n 2.00<\/td>\n +20.58%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nReturn on ad spend (ROAS)\u00a0 is the most direct measure of advertising efficiency as it measures how much revenue is returned for every dollar spent on ads. During the latest data period, ROAS on TikTok varied more dramatically by industry than any other platform we evaluated, and several figures fell well below break-even on a platform-reported basis.\u00a0<\/p>\n
Pets & Animals (0.02%), Food & Beverage (0.33%), and Beauty (0.46%) displayed the lowest ROAS of all industries, representing poor returns on dollars invested. However, the platform\u2019s in-feed format may drive significant organic lift and delayed purchase behavior that last-click attribution undercounts. Brands in these categories may be seeing real downstream revenue impact that TikTok\u2019s pixel does not fully capture.\u00a0<\/p>\n
Apparel & Accessories stands apart with a 2.70 ROAS \u2014 one of two industries to clear 2.0 and the clearest evidence of TikTok\u2019s native strengths. Fashion and style content is among TikTok\u2019s highest-performing organic categories, and that cultural alignment carries over into paid performance. Home & Garden (2.02) and Lifestyle & Boutique (2.00) also posted competitive returns, rounding out the categories where TikTok\u2019s format and audience intent align most naturally with the products being sold.<\/p>\n
Average order value (AOV) by industry<\/h3>\n
TikTok\u2019s cost per acquisition (CPA) profile is one of its clearest advantages over other platforms. Most industries acquire customers for under $22, a threshold that Meta and Google consistently exceed in comparable verticals.\u00a0<\/p>\n
Pets & Animals posted the lowest CPA at $5.46, followed by Health & Wellness ($10.32) and Health & Wellness ($11.17). These categories benefit from TikTok\u2019s strength in community-driven discovery, where organic content and paid ads share the same format and audience trust.\u00a0<\/p>\n
Electronics is the clear outlier at $28.90, which is more than double the lowest CPA in the dataset. This category has a longer consideration cycle and higher product complexity, which makes TikTok\u2019s impulse-driven format a less natural fit for driving direct acquisition<\/p>\n
Cost per mille (CPM) by industry<\/h3>\n
| Industry<\/th>\n | Median CPM<\/th>\n | % Change YoY<\/th>\n<\/tr>\n<\/thead>\n | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Apparel & Accessories<\/td>\n | $4.16<\/td>\n | -9.09%<\/td>\n<\/tr>\n | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Beauty<\/td>\n | $3.92<\/td>\n | -47.09%<\/td>\n<\/tr>\n | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Home & Garden<\/td>\n | $4.61<\/td>\n | -28.64%<\/td>\n<\/tr>\n | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Food & Beverage<\/td>\n | $4.54<\/td>\n | -42.46%<\/td>\n<\/tr>\n | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Toys, Art, & Collectibles<\/td>\n | $4.40<\/td>\n | -21.42%<\/td>\n<\/tr>\n | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Sports & Outdoors<\/td>\n | $3.46<\/td>\n | -27.32%<\/td>\n<\/tr>\n | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Electronics<\/td>\n | $4.40<\/td>\n | -22.55%<\/td>\n<\/tr>\n | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Health & Wellness<\/td>\n | $3.67<\/td>\n | -62.74%<\/td>\n<\/tr>\n | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Pets & Animals<\/td>\n | $4.59<\/td>\n | -31.43%<\/td>\n<\/tr>\n | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Lifestyle & Boutique<\/td>\n | $4.01<\/td>\n | -18.17%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n Reach costs on TikTok remain low relative to Meta, and the industry-level spread is comparatively tight, with a $1.15 range from cheapest to most expensive<\/p>\n Sports & Outdoors earned the lowest CPM at $3.46, with Health & Wellness ($3.67) and Beauty ($3.92) also offering cost-effective reach. These categories align naturally with TikTok\u2019s content culture, where fashion, fitness, and lifestyle content thrives organically and keeps audience engagement high.\u00a0<\/p>\n Home & Garden had the highest CPM at $4.61, followed by Pets & Animals at $4.59. Even at the top of the range, however, TikTok CPMs compare favorably to Meta\u2019s industry equivalents, reinforcing the platform\u2019s position as a cost-efficient channel for brands looking to diversify reach beyond dominant platforms<\/p>\n Conversion rate (CVR) by industry<\/h3>\n
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