Trends by Triple Whale: Week of August 26th, 2024

What did ad performance across Meta, Google Ads, and TikTok look like last week for a few thousand Triple Whale ecommerce stores? We’ll get into the overall nitty gritty, but first we’ll investigate what’s happening within a few key verticals.

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Interesting Industry Trends

For the week of August 18th to August 25th, 2024, we noticed a few industries that had metrics that stood out from the overall cohort. If your business is part of the industries listed below, did you experience something similar?

🍼 Baby: +8.11% increase in ROAS on Meta, +9.66% increase in CPM on Google Ads

👕 Clothing: +13.85% increase in CPC, -7.89% decrease in ROAS on TikTok

🐶 Pet Supplies: +10.16% increase in CPA, -13.24% decrease in CPC on Google Ads

🏡 Home & Garden: -13.29% drop in CPA on Google Ads, +8.16% increase in ROAS on TikTok

🎾 Sporting & Goods: -5.81% decrease in CPC, +2.93% increase in ROAS on Meta

📺 Electronics: +132.80% increase in CPA, +1.98% increase in ROAS on TikTok

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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 to that of your peers. 

Overall Ad Performance Trends

It's the lull before the craziness of Q4, and ad performance appears to be falling in line. We took a look at the cumulative performance for Triple Whale brands across Meta, Google Ads, and TikTok - and observed the following trends:

Meta: Increase in CPM and CPA

For the week of August 19th to August 25th, 2024, we saw an increase of +2.75% for CPA, but this was combined with a slight increase in ROAS week-over-week (+0.82%). At the top of the funnel, we noticed a slightly worse trend than last week with an increase of +0.44% for CPC and a +3.93% increase in CPM.

Google: Continued Poor Performance Trend

The CPA for Google Ads last week continued to increase (+4.11%), combined with a -1.67% decrease in ROAS, for a sustained drop in performance these last few weeks at the bottom of the funnel. Performance was similar to last week at the top of the funnel, with CPC up +0.64% and CPM up +1.31%. 

 TikTok: Bigger Drop in Performance

TikTok ads had an increase of +5.78% for CPA, as well as a decrease of -8.30% for ROAS, indicating less efficient performance and continued difficulty at the bottom of the funnel. At the same time, CPC for TikTok increased by +11.51% along with an increase of +5.82% for CPM, for a larger drop in performance overall on this platform.

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!