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platform-cost-benchmarks

Skill4 starsChanged 6 months agoMITView on GitHub

CPM/CPA/CPC/ROAS benchmarks; cross-platform budget split; 2025-2026 figures for Google/Meta/TikTok/LinkedIn/YouTube.

The file

We split this skill into the rules it gives an agent

2 rules. About 0 are common, 2 are distinctive, and 0 are very specific to this project.

  • ≈0

    Common · estimate

    Many files like this have a rule of this kind.

  • ≈2

    Distinctive · estimate

    This author's own choices. Worth a look.

  • 0

    Very specific

    Tied to their project's names, files or tools. Probably skip.

  • Common
  • Distinctive
  • Very specific
  1. Distinctive:

    Use these benchmarks to advise on budget planning, CPA targets, and platform selection.

    line 8
  2. Distinctive:

    Don't recommend "switch platforms" purely on benchmark gaps — diagnose tracking, creative, and audience first.

    line 67

≈ “Common” is an estimate: at least 1 in 5 of the 350,495 skill files we read have a rule of the same kind, not the same words. “Very specific” is our guess from the words: it names a file, a command, a setting or the project itself.

Keep what fits and drop the rest. Your version, ready for your agents.
Files
SKILL.md

Platform Cost Benchmarks (2025-2026)

Use these benchmarks to advise on budget planning, CPA targets, and platform selection. They're directional, not exact — always compare against the user's actual data when available.

CPM by Platform

PlatformAvg CPMRange
TikTok$4-$7$3-$15
YouTube$6-$8$3-$12
Meta (Reels)$7-$10$4-$18
Meta (Feed)$8-$12$5-$20
Google Display$3-$5$1-$10
Google Search$10-$30up to $50+
LinkedIn$33-$65$20-$100+

ROAS Benchmarks by Channel

ChannelMedianStrongTop performer
Google Search4-8x8-12x15x+
Google Shopping3-6x6-10x12x+
Meta (overall)2.5-4x4-6x8x+
TikTok1.5-3x3-5x6x+
YouTube2-4x4-7x10x+
LinkedIn1-2x2-3.5x5x+

Industry CPA Benchmarks

IndustryMeta CPAGoogle CPATikTok CPA
E-com (<$50 AOV)$12-$25$15-$30$8-$20
E-com ($50+ AOV)$25-$60$30-$75$15-$40
SaaS (SMB)$50-$150$40-$120$30-$80
SaaS (Enterprise)$150-$500$100-$400n/a
Lead gen (B2B)$30-$100$25-$80$20-$60
Education / courses$20-$60$15-$50$10-$35

Cross-Platform Budget Split by Business Type

ScenarioMetaGoogleTikTokYouTubeLinkedIn
B2C e-com (<$50 AOV)40%30%25%5%0%
B2C e-com ($50+ AOV)45%35%15%5%0%
DTC brand launch30%15%40%10%5%
B2B SaaS (SMB)35%40%10%10%5%
B2B SaaS (Enterprise)15%30%5%10%40%
Info products / courses35%15%35%15%0%

Budget-to-Action Decision Tree

  • <$1K/mo → ONE platform (Meta or TikTok). AI creative only. 3-5 creatives.
  • $1K-$5K → Two platforms. AI + minimal human creative. 10-15 active creatives.
  • $5K-$15K → Three platforms. Hybrid AI + human production. 15-25 active creatives.
  • $15K-$50K → All relevant platforms. Full AI pipeline + human heroes. 25-50 active creatives.
  • $50K+ → Full stack. Dedicated creative strategist. 50+ creatives. Incrementality testing.

Reading the benchmarks

  • A user "underperforming" the median is NOT necessarily failing — context matters (industry, geo, account maturity, conversion definition).
  • Brand-new accounts typically run 30-50% above benchmark CPA for the first 4-6 weeks while pixels learn.
  • Don't recommend "switch platforms" purely on benchmark gaps — diagnose tracking, creative, and audience first.

About this skill

Part of the Synter free skills collection — open-source agent skills for advertising, PPC, and marketing automation.

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