Your gross margin
A 2.2x ROAS is a profit for a 60 percent margin brand and a loss for a 30 percent margin brand. That is why a single good number does not exist.
What is a good ROAS for Meta ads?
A good Meta ROAS is anything above your break-even, which equals 1 divided by gross margin: 2.0x at a 50 percent margin, 3.3x at 30 percent, 5.0x at 20 percent. Published medians sit below the old 4:1 rule. Varos puts the Meta median at 2.19x, Triple Whale's dataset of nearly 35,000 ecommerce brands at 1.86x for 2025, and Billo measured 2.17x across 88,329 Meta video sales ads in the first half of 2026. Treat 4x as a target for scaling, not a pass mark.
| Gross margin | Break-even ROAS | Sensible target |
|---|---|---|
| 60 percent | 1.7x | 2.5x or more |
| 50 percent | 2.0x | 3.0x or more |
| 30 percent | 3.3x | 4.5x or more |
| 20 percent | 5.0x | 6.5x or more |
What drives the answer
Three 2026 datasets
Meta medians: 2.19x on Varos across 28 industries, 1.86x on Triple Whale's nearly 35,000 ecommerce brands for 2025, up 1.29 percent year over year. Billo's average over 88,329 video sales ads: 2.17x.
Industry
Varos' Meta medians: automotive parts 6.76x, hotels 4.83x, furniture 4.67x, home improvement 3.94x, baby care 2.49x, food and beverage 1.69x, beauty 1.57x, healthcare 1.19x, financial services 0.57x.
Prospecting or retargeting
Retargeting reaches people who already intended to buy and tends to claim sales that were likely anyway. Split it from prospecting and judge each separately.
ROAS is revenue attributed to ads divided by ad spend. A 3x ROAS means $3 of attributed sales for every $1 spent. Whether that is good depends on one number most benchmarks ignore: your gross margin. The table, from SuperScale, gives the break-even and a sensible target at four margins.
The benchmarks in the cards come from three datasets, all compiled in 2026. Billo's 2.17x is a cross-industry average for 88,329 Meta video sales ads in the first half of 2026, about 10 percent below the 2.41x it measured in the second half of 2025. High-ticket and considered purchases pull above the blended median; low-margin categories sit below it. Google Ads medians run higher, 3.31x on Varos and 3.68x on Triple Whale, because search captures demand that already exists.
The 4:1 rule traces back to a 2016 Nielsen study of CPG brands in ecommerce, and Shopify still calls 4x an ideal starting point for scaling. Billo notes most ecommerce brands aim for 4 to 6x as a healthy baseline. Against medians near 2x, that is an aspiration for your best campaigns, not a benchmark the average account hits.
What to do
- Calculate your break-even from real margin, then set a target 25 to 50 percent above it.
- Compare this quarter to your own last quarter before comparing to any industry table.
- Split prospecting from retargeting and judge each separately.
- Fix creative and the landing page before cutting budget. Click-through rate and conversion rate are the two levers that move ROAS fastest.
Frequently asked questions
It is right at the Meta median and profitable only if your gross margin is above 50 percent. At a 30 percent margin you lose money at 2x, because break-even is 3.3x.
Related questions
Sources
- 1.SuperScale, ROAS Benchmarks by Industry (updated July 2026, compiling Varos and Triple Whale data) (checked 2026-10-13)
- 2.Billo, What Is a Good ROAS for E-commerce? (H1 2026 Meta video ad analysis) (checked 2026-10-13)
This page is informational and reflects our own product and workflow recommendations, not professional or legal advice.