We wanted to revisit our Prospecting ROAS benchmarks from February, given that we are now living in a post-iOS14.5 world. For the sake of comparison, we did our best to make this data comparable to our ROAS benchmarks from February 2021.
September 2, 2021
We wanted to revisit our Prospecting ROAS benchmarks from February given that we are living in a post-iOS14.5 world. For the sake of comparison, we did our best to make this data comparable to our ROAS benchmarks from February 2021. As always, we’ve anonymized the data so that we could share it publicly.
What this data is:
Prospecting ROAS data from 30 D2C/eCom brands
US only campaigns
We only pulled data from prospecting campaigns, specifically ad sets that exclude both site visitors and past purchasers. This is as clean as we could get the data though it's not noting that custom audiences aren’t nearly as comprehensive as they were pre-iOS14.5
All of the brands we included are focused on driving single purchases (although some do have subscribe and save options). We purposely excluded any brands that are subscription focused.
In response to iOS14.5 updates, Facebook has removed the ability to compare multiple attribution windows in the Ads UI retroactively. As a result, we’re unable to normalize the data into a single attribution window and have to look at the data based on the attribution window that each account has decided to use (if anyone at Facebook is reading this, we’d love for this feature to come back)
The vast majority of the accounts we analyzed are using a 7-day click window which makes sense. As always, we encourage everyone to keep a close eye on your blended ROAS!
This data was pulled for the period of Aug 15, 2021 - Aug 21, 20201 (keep in mind that conversions are now reported on the date of conversion with an up to 3-day delay rather than based on the time of impression/clicks).
Spend data has been rounded to the nearest ten thousandth
AOVs have been rounded to the nearest tenth and we’ve further categorized the higher AOV products into ranges ($100-$250, $250-$1000, >$1000)
And that’s what we are seeing. The average ROAS on a 7-day click is 1.06 and the median is 0.83. On a 1-day click, the average and median both come in at 0.84. Stay tuned for updates where we dig into how accurate conversion value is post iOS14.5 and how we’ve been adjusting our strategies to compensate.