The Ultimate Q4 Advertising Report

The Ultimate Q4 Advertising Report

See how over 15,000 Triple Whale brands invested in digital ad spend over the past seven quarters, with a specific dive into how ad performance changes during Q4, the most expensive – and highly profitable – quarter of the year.

In this data report, we’ll take a deep dive into ad performance trends quarter over quarter, from the beginning of 2023 through Q3 2024. With data from the top advertising platforms and twelve different industries, we’ll provide some key trends and predictions for how BFCM and Q4 2024 will unfold.

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Key Insights

Meta is king

Even though some platforms are growing, Meta remains the gold standard for digital ads. Over 64% of all ad spend was with Meta for Q1-Q3 2024.

Google is struggling

Declining ad efficiency and rising costs are pushing brands to reallocate their budgets, and Google’s share of overall ad spend has declined quarter over quarter since Q1 2023. Google Ads cost more, yet don’t provide the same return on investment that they did previously.

Amazon is on the rise

The total share of ad spend for Amazon was up 74% year over year, and the advertising potential and return on this platform continue to grow. Amazon is unique from other ad platforms, as it owns the marketplace where its ads are displayed, which results in a much higher conversion rate (~12%) than other platforms.

Explore the report

What’s inside this free report:

Ad performance metric trends for major platforms like Facebook, Google Ads, Amazon, TikTok, Snapchat, and Pinterest

Where businesses are investing their ad dollars, and which platforms give better return on investment

How share of ad spend is changing over time, as new players like TikTok evolve into useful and profitable marketing avenues

Q4 2023 advertising trends by industry, detailing differences in ad performance by sector

Predictions for Q4 2024: How will brands deal with record-high ad costs?

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About the report

Methodology

The data included in this report comprises over 15,000 different ad accounts from Triple Whale brands across the following ad platforms:

Amazon
Meta (Facebook & Instagram inclusive)
Google Ads
TikTok
Pinterest
Snapchat

Ad channels were only included if they had a valid currency conversion to USD, had more than $100 in daily ad spend, and ROAS was less than 50.
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Download the report to view our full methodology.

Using the data

We encourage you to explore Triple Whale’s Ultimate Q4 Advertising Report, and to share, reference, and publish the findings with attribution to “Triple Whale” and a link to this page. For more information, specific data requests, or media assets, or to reach the report’s authors, please contact us at [email protected].

About Triple Whale

Triple Whale is a unified attribution and analytics platform that gives more than 20,000 brands the data they need to scale more profitably. With 30+ pre-built integrations, advanced first-party data attribution technology, and powerful yet intuitive dashboards and visualizations, brands get a single source of truth with the data they can trust.