Ecommerce Benchmarks from Real Ad Accounts

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Most ecommerce benchmarks online come from surveys or platform averages you cannot check. These ecommerce benchmarks are different: they are calculated from our own published case studies, and every figure links back to the case it came from.

The first report covers ROAS by niche. We will add CPM, conversion rate and CAC reports once we have enough consistently measured accounts to publish them honestly.

Where do these ecommerce benchmarks come from?

Every number here comes from Brand Scaling's own published case studies, which show screenshots from real ad accounts and Shopify stores. Across the 25 case studies that state a ROAS, the median is 3.97x and the middle half sits between 3.61x and 4.39x. We do not repeat third-party survey statistics we cannot verify.

Benchmark reports

Average Ecommerce ROAS: What Our Published Case Studies Show: Across the 25 published Brand Scaling case studies that state a ROAS, the median is 3.97x and the middle half sits between 3.61x and 4.39x, with a full range of 2.06x to 11.6x.

How the benchmarks are built

We only use figures that appear in a published case study with a screenshot of the ad account or store. Where a case shows revenue and spend, we calculate ROAS from those two numbers. Cases without both numbers are left out rather than estimated.

The sample is our own client work, so it reflects brands that chose to scale with an agency and accounts that went well enough to publish. Treat the numbers as what good looks like for brands like these, not as an industry average.

25 case studies with a stated ROAS
Median ROAS 3.97x, middle half 3.61x to 4.39x
Full range 2.06x to 11.6x
Every figure links to its source case study

Frequently asked questions

What is a good ROAS for an ecommerce brand?

It depends on your margin. A good ROAS is one comfortably above your break-even ROAS, which is 1 divided by your contribution margin before ads. In our published case studies the median is 3.97x, but a brand with 70% margins can be very profitable at 2x while a 30% margin brand loses money below 3.3x.

Why not use industry-wide benchmark reports?

Many reports mix brands of every size, margin and attribution setup, and some cannot be checked at all. We prefer a smaller set of numbers we can prove with screenshots. When you compare yourself with any benchmark, compare against your own break-even ROAS and MER trend first.

Will you publish CPM, conversion rate and CAC benchmarks?

Yes, once we have enough accounts measured the same way to publish them honestly. Until then, use the free conversion rate, CAC and Meta ads budget calculators to work from your own data, which is more useful for decisions than any average.

See how your account compares

Book a Brand Growth Audit and we will compare your ROAS, MER and CAC with your own break-even point and with what we see across client accounts. Book a Brand Growth Audit.