Benchmarks · Updated November 2026
Meta ads benchmarks for Indian D2C brands.
We have worked with 500+ D2C brands since 2018, and we read every account against the store’s own orders. Here is what Indian D2C Meta accounts look like: ROAS, cost per purchase, CPM and click-through rate from the accounts we manage or have audited, each over its own twelve months, covering April 2025 to November 2026. No brand is named.
The median brand
- ROAS (Meta reported)
- 2.39×
- Middle half: 1.57× to 3.31×
- Cost per purchase
- ₹1,539
- Middle half: ₹975 to ₹1,898
- CPM (cost per 1,000 views)
- ₹120
- Middle half: ₹67 to ₹248
- Click-through rate (all clicks)
- 2.82%
- Middle half: 1.86% to 3.44%
- Order value
- ₹3,363
- Middle half: ₹1,831 to ₹6,298
By yearly Meta spend.
Median for each group, with the middle half of brands underneath.
| Yearly Meta spend | ROAS | Cost per purchase | CPM | CTR (all clicks) | Order value |
|---|---|---|---|---|---|
| Under ₹25L a year | 2.39×1.16× to 3.14× | ₹1,001₹975 to ₹1,380 | ₹83₹60 to ₹108 | 1.92%1.60% to 3.16% | ₹3,198₹1,807 to ₹4,296 |
| ₹25L to ₹1Cr a year | 3.22×2.28× to 3.61× | ₹1,539₹584 to ₹1,702 | ₹240₹194 to ₹280 | 2.80%1.83% to 3.82% | ₹3,816₹1,593 to ₹6,452 |
| ₹1Cr or more a year | Too few brands in this group to show yet. | ||||
By order value.
Cost per purchase follows the price of what you sell, so compare yourself with brands at a similar order value.
| Order value | ROAS | Cost per purchase | CPM | CTR (all clicks) | Order value |
|---|---|---|---|---|---|
| Under ₹1,000 | Too few brands in this group to show yet. | ||||
| ₹1,000 to ₹2,500 | 1.57×1.27× to 2.39× | ₹1,013₹970 to ₹1,027 | ₹214₹194 to ₹257 | 2.88%2.80% to 2.96% | ₹1,593₹1,367 to ₹2,068 |
| ₹2,500 or more | 3.12×1.77× to 3.42× | ₹1,718₹1,405 to ₹3,969 | ₹113₹61 to ₹250 | 2.92%1.75% to 3.87% | ₹5,699₹3,702 to ₹12,209 |
How to read this
Use your margin, not the median.
A ROAS above the median can still lose money if your margin is thin, and one below it can be fine if your margin is wide. Start with the ROAS your own orders need to break even, using the break-even ROAS calculator.
Then size the spend: the ad budget calculator shows the spend a revenue target needs and how many ad sets it can feed.
Every number here is what Meta reports. Store revenue after returns and cancelled COD orders is usually lower, which is why we check every account against the store’s own orders.
Method
Where the numbers come from.
- Meta ad accounts of Indian D2C brands that we manage or have audited, each read over the twelve months before its latest full audit (April 2025 to November 2026).
- Each brand counts once: a brand with more than one ad account is added up first. Only rupee accounts are included.
- A brand needs at least ₹1L of spend and 30 purchases in the year to count, so tiny tests do not skew the result.
- Medians and the middle half (25th to 75th percentile) are across brands, not across ads. A group with too few brands to be fair is hidden.
- ROAS and order value are purchase value as Meta reports it, before returns, cancellations and GST adjustments.
- CTR counts all clicks on the ad, as Meta reports them: link clicks plus likes, comments, profile taps and expands. Link CTR alone is lower.
- Download the numbers: data.csv. You may quote them with a link to this page.
Want us to check the real numbers?
We audit the ad account against your store’s orders and tell you which number is off. For D2C brands spending ₹5L or more a month on ads.
Questions
Anything else, ask on the call. We answer it there.
What is a good ROAS for Meta ads in India?Open
Across the Indian D2C brands in these benchmarks, the median ROAS Meta reported over a year was 2.39×. The middle half of brands sat between 1.57× to 3.31×. Whether a ROAS is good depends on your margin: work out your break-even ROAS first, then compare.
What is the average CPM on Meta in India?Open
The median CPM was ₹120 per 1,000 impressions, with the middle half of brands between ₹67 to ₹248. CPM rises in festive months and when an account narrows its audience.
What is a normal cost per purchase on Meta for a D2C brand?Open
The median was ₹1,539 per purchase at a median order value of ₹3,363. Cost per purchase tracks order value closely, so compare yourself with brands at a similar price point in the table above.
What is a good click-through rate for Meta ads?Open
Counting all clicks on the ad (link clicks plus likes, profile taps and expands), the median CTR was 2.82%, and the middle half of brands were between 1.86% to 3.44%. Link click-through rate alone is lower. A low CTR usually points at the creative, not the audience.
Why is my store revenue lower than the revenue Meta reports?Open
Meta counts purchases it can link to an ad view or click within its attribution window, including some that would have happened anyway, and it counts orders that are later returned or not delivered. These benchmarks are what Meta reports. Your store's own numbers, after returns and cancelled COD orders, will usually be lower.