Trends by Triple Whale: Week of September 2nd, 2024

Monday was Labor Day in the United States, which typically means big end-of-season sales! Did any big deals make you a happy shopper? 

Each week, we investigate ad performance trends across thousands of Triple Whale users, to get a pulse on how things are going on platforms like Meta, Google Ads, and TikTok. 

Interesting Industry Trends

 Here are some interesting trends we noticed by industry for the week of August 26th-September 1st, 2024:

🍼 Baby: +7.39% increase in ROAS, +10.81% increase in CPC on Meta

👕 Clothing: -15.94% decrease in CPA on TikTok, +6.95% increase in ROAS on Meta

💻 Electronics: -27.48% decrease in CPA, -24.34% decrease in ROAS on TikTok

🐕Pet Supplies: +13.87% increase in CPC on Meta, +11.35% increase in CPC on Google Ads

🏡 Home & Garden: -3.84% decrease in CPA, +12.22% increase in ROAS on Meta

🎾 Sporting Goods: +9.74% increase in CPC, +6.80% increase in ROAS

💄Health & Beauty: -9.81% decrease in CPA, +8.08% increase in ROAS on Google Ads

🌮 Food & Drink: -6.75% decrease in CPC, +7.60% increase in ROAS on TikTok

Did your industry stats fall in line? If you’re curious, you can check out our free Trends tool here. You can even add your own ad data to benchmark your performance against your peers. 

Overall Ad Performance Trends

A holiday weekend and an upcoming season change might throw a wrench into the ad performance wheel. Here’s a cumulative view of ad performance for the entire cohort of Triple Whale brands across Meta, Google Ads, and TikTok:

Meta: Decrease in CPA, Increase in ROAS

For the week of August 26th to September 1st, Meta showed slightly better performance at the bottom of the funnel, with a drop of -2.09% for CPA and increase of +4.10% for ROAS. On the other hand, CPC (+5.45%) and CPM (+5.40%) both increased, indicating less efficiency for top-of-funnel metrics on Meta. 

 Google: Improvement in CPA and ROAS

Google Ads showed improved performance week over week at the bottom of the funnel, with a decrease of -2.14% for CPA and increase of +6.27% for ROAS. The top-of-funnel performance was even worse than the previous week, with an increase of -2.60% for CPC and +4.39% for CPM. 

TikTok: Decrease in CPA, Increase in ROAS

TikTok had a decrease of -10.52% in CPA week-over-week combined with an increase of +3.5% for ROAS. Top-of-funnel performance wasn’t as strong, with a +12.35% increase in CPC and +0.15% increase in CPM. 

Want to dive deeper into the data? Sign up for Trends for free to filter these metrics by Industry, AOV, Annual Rev, and date range!