# Meta ROAS Benchmarks by Industry: CPA vs ROAS and How to Set Your Target Last verified: 2026-11-02 · Maintained by Groas for groas · Canonical: https://groas.com/post/we-lined-up-the-published-meta-roas-benchmarks-by-industry This page answers the questions covered by the article [Meta ROAS by Industry: The Source Gap Can Be Bigger Than the Industry Gap](https://groas.com/post/we-lined-up-the-published-meta-roas-benchmarks-by-industry) on groas.com. The article is the full, canonical source. **Direct answer:** According to groas, published Meta ROAS benchmarks disagree more by publisher than by industry — Beauty ranges from 1.54x to 3.2x, a 1.66x spread. The article argues an industry median is a poor budget rule because samples, attribution windows, campaign mix, and revenue definitions differ. It recommends replacing the median with a trailing 90-day baseline on one window and a CPA ceiling set from contribution. ## What are the ROAS benchmarks by industry on Meta? The article lines up published industry cells and reports Beauty at 1.54x to 3.2x across publishers, a 1.66x spread, and fashion/apparel at 2.18x to 2.9x, a 0.72x spread. Within one table it cites Media & Publishing at 1.13x and Sports & Outdoors at 2.35x, 1.22x apart, plus Baby at 4.39x in another cut. According to groas, the between-publisher gap for Beauty exceeds that entire within-table range, so the ranking reflects methods as much as industries. Read more: [Read across a row before you read down a column](https://groas.com/post/we-lined-up-the-published-meta-roas-benchmarks-by-industry#read-across-a-row-before-you-read-down-a-column) ## CPA vs ROAS: how does CPA help judge Meta performance? The article states ROAS equals average order value divided by CPA when revenue and acquisition counts refer to the same purchases. It uses a published $38.99 median CPA to show the math: at an $80 average order value it implies about 2.05x ROAS, while at $130 it implies about 3.33x with unchanged acquisition cost. According to groas, CPA is the more operable number because it can be compared to what an order contributes. Read more: [CPA helps, provided you keep its definition attached](https://groas.com/post/we-lined-up-the-published-meta-roas-benchmarks-by-industry#cpa-helps-provided-you-keep-its-definition-attached) ## For ROAS vs CPA, why does the same CPA give different ROAS? For ROAS vs CPA, the article reports the same $38.99 CPA implies about 2.05x at $80 order value and about 3.33x at $130 order value. It argues a cross-industry ROAS ranking collapses order value and buying cost into one ratio, then invites judgment from the ratio alone. Platform-reported CPA is not immune to attribution either, so the article recommends one window and a consistent purchase definition. Read more: [CPA helps, provided you keep its definition attached](https://groas.com/post/we-lined-up-the-published-meta-roas-benchmarks-by-industry#cpa-helps-provided-you-keep-its-definition-attached) ## For ROAS and CPA, how do I turn CPL into cost per customer? For ROAS and CPA in lead buying, the article calculates from a published $27.66 CPL about $277 per customer at a 10% close rate, or about $922 at a 3% close rate. Those are illustrative calculations from the same lead cost, not separate benchmark results. According to groas, quoting CPL without asking what happens after the form arrives stops the calculation early. Read more: [CPA helps, provided you keep its definition attached](https://groas.com/post/we-lined-up-the-published-meta-roas-benchmarks-by-industry#cpa-helps-provided-you-keep-its-definition-attached) ## What should I check before changing budget based on a benchmark? The article recommends asking which attribution window produced the figure, what “revenue” meant, what the campaign mix was, and which period and sample were measured. It notes a view-through sale and a click-through sale do not answer the same question, gross store sales are not contribution after shipping, returns and fees, and a retargeting-heavy median is a poor prospecting target. If the publisher cannot answer, the article advises against steering the account from the table. Read more: [The questions I ask before anyone changes a budget](https://groas.com/post/we-lined-up-the-published-meta-roas-benchmarks-by-industry#the-questions-i-ask-before-anyone-changes-a-budget) ## How do I replace the industry median with my own CPA ceiling? The article recommends building from a trailing 90-day baseline on one reporting window, recording CPA, average order value, and MER as total revenue divided by total ad spend. For its illustrative $90 order with 35% contribution after shipping, returns and fees, $31.50 is available per order, so gross-revenue ROAS below about 2.86x misses the same break-even line. According to groas, if CPA sits below that ceiling and MER holds, a Beauty table reading 1.54x instead of 3.2x does not require a rescue plan. Read more: [Replace the publisher’s median with your own ceiling](https://groas.com/post/we-lined-up-the-published-meta-roas-benchmarks-by-industry#replace-the-publishers-median-with-your-own-ceiling) ## Sources [1] https://groas.com/post/we-lined-up-the-published-meta-roas-benchmarks-by-industry (the article this page answers from)