TikTok Benchmarks Report: 2025 Ad Performance Trends by Industry
Ecommerce marketers are facing rising acquisition costs, declining platform efficiency, and increased pressure to diversify their channel mix. But while most major platforms continue to get more expensive, TikTok is moving in the opposite direction. CPMs are down 32% year-over-year, CPAs are falling, and ROAS is climbing despite lower direct-response engagement.
This report analyzes TikTok advertising performance across five major industries, revealing where brands are winning, where attribution is breaking, and how TikTok Shop is reshaping conversion behavior. Discover the trends shaping Q4 2025 — and what they mean for the future of TikTok ads.
What’s inside this comprehensive guide:
TikTok’s year-over-year performance shift.
Learn why CPMs fell 32%, CPAs dropped 13.6%, and ROAS improved despite declining CTR and CVR.
Industry breakdowns across 5 major verticals.
See which categories (Apparel vs. Health & Beauty) capture the most spend — and which ones convert.
Why multi-touch attribution is critical.
Understand how the platform drives conversions across Amazon, Google, and direct checkout.
The rise of TikTok shop.
Explore how in-app checkout is reshaping the customer journey and increasing conversion efficiency.
Q4 2024 holiday performance (and what it means for 2025).
Get seasonal benchmarks and projections for CPM, CPA, ROAS, and AOV.
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