Trends by Triple Whale: Week of September 9th, 2024

Another week, another look at the ad performance trends for last week! As the first full week of a new month, was there a change in buyer behavior with the new season? 

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 September 2nd to September 8th, 2024:

🍼 Baby: +12.48% increase in CPA, -16.19% decrease in ROAS on Meta

👕 Clothing: +27.11% increase in CPA, -16.72% decrease in ROAS on Meta

💻 Electronics: -29.13% decrease in CPA, +10.14% increase in ROAS on TikTok

🐕 Pet Supplies: +21.80% increase in CPA, -13.90% decrease in ROAS on Google Ads

🏡 Home & Garden: -17.22% decrease in CPA, -21.50% decrease in ROAS on TikTok

🎾 Sporting Goods: +12.61% increase in CPA, -13.72% decrease in ROAS on Google Ads

💄 Health & Beauty: +12.47% increase in CPA, -19.24% decrease in ROAS on TikTok

🌮 Food & Drink: +9.08% increase in CPA, -12.52% decrease in ROAS on Meta

‍

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

Here’s a cumulative view of ad performance for the entire cohort of Triple Whale brands across Meta, Google Ads, and TikTok:

Meta: poor performance at top-of-funnel

For the week of September 2nd to September 8th, Meta showed an increase of +3.80% for CPA and a decrease in ROAS of -7.29%, indicating poor performance at the bottom of the funnel. On the other end of the spectrum, CPC decreased by -4.08% and CPM decreased by -2.88%. 

‍

Google: increase in CPA, decrease in ROAS

This past week, the CPA for Google Ads increased by +16.46%, while the ROAS decreased by 16.25%. CPC increased very minimally (+0.06%), and CPM was also minimally changed week over week at -0.89%. 

TikTok: increase in CPA, decrease in ROAS

At the bottom of the funnel, TikTok ads experienced a +5.34% increase in CPA, combined with a -14.25% decrease in ROAS. CPC increased by +3.66% and CPM decreased by -1.40%. 

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!