Observed Signal · Jun 12, 2025 · Market Research & Intelligence · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
TikTok or Meta? Dual Social Ads Strategy
Metricool's Social Ads Study 2025 analyzes over 500,000 campaigns from around 50,000 advertiser accounts conducted between January and March 2025. The dataset covers more than $188 million in ad spend, 114 billion impressions, and 1.8 billion interactions. The study compares TikTok and Meta across reach, CTR, CPC, CPM, and conversions. TikTok shows a higher CTR (4.93%) and lower CPC ($0.01) with a CPM around $0.32, while Meta leads in conversions with a CPA of $0.13 compared with TikTok's $0.94, and leads cost $1.34 on Meta versus $3.57 on TikTok. Meta accounts for 61.3% of the conversions in the study, with app advertising identified as the most investment-heavy format. TikTok allocates 85.45% more budget to Awareness campaigns than Meta, and TikTok campaigns include 24% Video Views while Meta features 37.2% Interactions ads. The takeaway: brands should strategically combine both platforms along the funnel to maximize impact.
Cross-platform social ads study with measured metrics for TikTok and Meta
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Key Takeaways & Evidence Grounding
- Between January and March 2025, Metricool analyzed over 500,000 campaigns from nearly 50,000 advertiser accounts, with ad spend over $188 million, 114 billion impressions, and 1.8 billion interactions.
- TikTok CTR 4.93% vs Meta CTR 2.54%; CPC on TikTok $0.01; CPM TikTok $0.32 vs Meta $0.33.
- Meta CPA $0.13 vs TikTok CPA $0.94; Meta leads cost per lead $1.34 vs TikTok $3.57; 61.3% of conversions occur on Meta.
- TikTok spends 85.45% more on Awareness campaigns than Meta.
- TikTok Video Views campaigns comprise 24% of campaigns; Meta Interactions ads comprise 37.2%.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
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