A good ROAS for Meta Ads is 4.5x or higher, which puts you in the top quarter of advertisers. The median is 2.9x, so anything above that beats at least half of accounts, and 1.5x or lower is the bottom quarter. It varies by industry, from 1.8x in legal to 3.4x in ecommerce.
Published benchmarks for Q1 2023 – Q4 2024.
| Band | ROAS |
|---|---|
| Good (top quarter) | 4.5x or higher |
| Median | 2.9x |
| Bottom quarter | 1.5x or lower |
| Strongest accounts | 7x+ |
| Industry | Median ROAS |
|---|---|
| Ecommerce | 3.4x |
| Home Services | 3.2x |
| B2B Services | 2.6x |
| Financial Services | 2.3x |
| SaaS | 2.1x |
| Healthcare | 1.9x |
| Legal | 1.8x |
| Education | 2.4x |
| Real Estate | 2.2x |
| Automotive | 2.8x |
| Nonprofit | 3.1x |
| Insurance | 1.9x |
| Dental | 2.1x |
A good ROAS for Meta Ads is 4.5x or higher, which puts you in the top quarter of advertisers. The median is 2.9x, so anything above that beats at least half of accounts, and 1.5x or lower is the bottom quarter. It varies by industry, from 1.8x in legal to 3.4x in ecommerce.
The median ROAS for Meta Ads is 2.9x in published benchmarks for Q1 2023 – Q4 2024. Half of advertisers land above it and half below it.
No. 1.5x is the bottom-quarter line for Meta Ads: three in four advertisers do better. Aim for the median, 2.9x, first.
Facebook and Instagram ads report through Meta Ads, so the same benchmark applies: 4.5x or higher is good, and the median is 2.9x.
The strongest accounts reach 7x+. Treat that as a ceiling to learn from rather than a target for every campaign.