📄 Article
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Resets unrealistic expectations with real 2025 benchmark data by vertical, useful for checking your ROAS against your actual category instead of a made-up universal target.
From
Triple Whale
by Triple Whale
- 2025 ROAS benchmarks segmented by ecommerce vertical
- Framework for computing your own break-even ROAS from margin
- Why blended ROAS and platform-reported ROAS diverge
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triplewhale.com →
📄 Article
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Beginner
Walks through the exact formula a founder needs to compute their own break-even number before comparing it to anyone else's benchmark.
From
Triple Whale
- Breakeven ROAS equals 1 divided by contribution margin, so a 40% margin brand breaks even at 2.5x.
- The calculation accounts for COGS, shipping, payment processing and fixed overhead, not just the media spend itself.
- Two brands can post the identical ROAS and be in completely different financial shape depending on where that number sits relative to their own breakeven.
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triplewhale.com →
📄 Article
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Beginner
Straight from Meta: the ground truth on how the number a founder stares at every day is computed, and where it can be soft.
From
Meta Business Help Center
by Meta
- Meta defines ROAS as purchase conversion value divided by amount spent, calculated from its own attributed events.
- The number can be modeled or estimated when events are missing or delayed, so it is not always a direct count.
- Founders should know how the figure in their own dashboard is actually generated before comparing it to an outside benchmark.
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facebook.com →
📊 Report
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Intermediate
Real spend data across 80,000 ads, not survey guesses, and it proves the exact point that 'what's good' depends on category.
From
Billo
- First-party analysis of over 80,000 Meta video ads and 105 million dollars of spend in H2 2025 put cross-industry video ROAS at 2.41x.
- Category spread was enormous: Apparel averaged 4.11x while Animals & Pet Supplies averaged 1.66x.
- Given that spread, a single industry-wide 'good ROAS' number is close to meaningless without knowing your category.
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billo.app →
📄 Article
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Intermediate
Explains precisely why the number a founder sees on Meta's own dashboard is not the number that should decide whether ads are working.
From
Polar Analytics
- Ad platforms routinely over-report ROAS by 2 to 3x versus first-party, click-based measurement.
- Every platform (Meta, Google, TikTok) claims credit for its own attributed conversions, so adding up platform ROAS numbers double counts sales.
- Blended ROAS, total revenue divided by total spend, is the number that cannot be inflated this way.
Open
polaranalytics.com →
✍️ Essay
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A sharp, practitioner-written essay that takes the margin argument a level deeper than most agency blog posts: down to the SKU.
From
Jordan Glickman
by Jordan Glickman
- A blended, account-level ROAS can look healthy while individual SKUs are quietly unprofitable.
- Breaking contribution margin down by SKU exposes which products can actually absorb ad spend at scale.
- Media buying decisions should follow margin by product, not a single overall ROAS number.
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jordanglickman.com →
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Beginner
Cleanly separates 'break-even ROAS' from 'target ROAS,' a distinction most benchmark posts skip straight past.
From
Eightx
- Break-even ROAS is the floor; target ROAS should sit meaningfully above it to fund overhead and profit.
- A 3x ROAS is healthy at a 60% contribution margin and a slow leak at a 25% contribution margin, same number, opposite outcome.
- Category margin norms differ a lot, for example many apparel brands net only 18 to 22% CM after returns, which pushes their real break-even closer to 5x.
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eightx.co →
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Explains the mechanism behind why 'your Meta ROAS' and 'your real ROAS' are two different numbers, and how to measure the gap between them.
From
Haus
- Platform-reported ROAS is typically 30 to 50% higher than incremental ROAS once you strip out sales that would have happened anyway.
- A geo holdout or conversion lift study reveals the true incremental lift behind the dashboard number.
- Retargeting is usually the most over-credited campaign type; a campaign showing 4x on the dashboard can be closer to 2.8x incremental.
Open
haus.io →
📰 Newsletter
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Intermediate
A weekly gut check on what is actually working on Meta right now, from someone who has managed real ad budgets rather than published a benchmark chart once.
From
Nik Sharma / Sharma Brands
by Nik Sharma
- Weekly, tactical DTC marketing insight from an operator who has run performance budgets across dozens of brands.
- Covers CPM trends, creative testing cadence, and when it actually makes sense to diversify beyond Meta.
- Written in a practitioner voice, not agency benchmark theory.
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nik.co →
📖 Book
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Paid
Intermediate
A full-length treatment of the profitability lens, LTV, margin, financial systems, that a single benchmark number can never capture on its own.
From
Amazon
by Tanner Larsson
- Frames paid acquisition decisions around lifetime value, not a single-purchase ROAS number.
- Argues founders should be willing to spend up to LTV to acquire a customer, which reframes what 'good' ROAS means over a longer horizon.
- Situates a break-even ROAS number inside the wider financial and marketing systems of the business.
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amazon.com →
📄 Article
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India
Free
Intermediate
An Indian agency playbook that puts numbers on the UGC-first approach: a 70/30 prospecting-retargeting split and 10-15 UGC variations over studio shoots, tuned specifically to Indian audience behaviour.
From
Sociolabs
by Sociolabs
- 70/30 prospecting-to-retargeting budget split
- 10-15 UGC-style creative variations over polished studio shoots
- Creative, offer and landing page as the real ROAS levers
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sociolabs.in →
📄 Article
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India
Free
Beginner
Shopify's own India edition, written for the same Indian-market context this question sits in, from a platform that sees ROAS data across thousands of stores.
From
Shopify India
- Practical levers to move ROAS: creative refresh cadence, landing page conversion rate, and retargeting audience structure.
- Frames ROAS improvement as a system of small, compounding fixes rather than one big lever.
Open
shopify.com →
📄 Article
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India
Free
Beginner
Razorpay processes payments for thousands of Indian D2C brands, and this piece gives category wise CAC benchmarks in rupees, letting you translate a learning phase spend into roughly how many customers it should buy you.
From
Razorpay Learn
- India CAC benchmarks by category: beauty and personal care Rs 300 to 500, fashion Rs 500 to 800, food and beverage Rs 200 to 400, home decor Rs 800 to 1,200, electronics Rs 1,000 to 2,500.
- Frames budget decisions around the LTV to CAC ratio, ideally 3 to 1, not spend in isolation.
- Useful for checking whether your early Meta results are actually healthy for your category.
Open
razorpay.com →
📄 Article
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India
Free
Intermediate
Zooms out to the profitability-over-growth shift defining Indian D2C, the mindset you need to evaluate whether a hot channel like q-comm is building a business or just buying vanity GMV. (Not fetched in review; verify URL before publishing.)
From
Forbes India
by Forbes India
- The 2025 D2C narrative is discipline and contribution margin, not top-line
- Channel choices should be judged on unit economics, not GMV
- Sustainable EBITDA is what strategic acquirers reward
Open
forbesindia.com →
📄 Article
Free
Intermediate
Taylor Holiday's agency is the most quoted voice in DTC for reframing ROAS around profit, useful pushback against chasing a vanity multiple.
From
Common Thread Collective
by Common Thread Collective
- ROAS alone says nothing about profitability since it ignores margin, fixed costs and true incrementality.
- Contribution margin, MER and CAC payback are the numbers that actually tell you if the business is making money.
- Post iOS14, the industry stopped trusting platform-reported ROAS at face value, which is why blended metrics took over.
Open
commonthreadco.com →
