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2021 In Review - DTC Facebook Ads Benchmarks

We set out to see how DTC companies fared throughout 2021 and compared to 2020, by vertical, in a few key marketing metrics. 

We examined Facebook Ads data for hundreds of companies in the following verticals: Fashion, Pet Goods & Food, Dietary Supplements, Cosmetics, Baby & Children.

The same metrics and more, for all main DTC verticals, can be found in real time via the Varos Dashboard. 

CPMs

Compared to 2020, CPMs increased dramatically across industries. The only industry that was somewhat spared was Pet Goods, but they still didn’t come out on top. 

As you can see in the chart below, CPMs been on the rise throughout 2021. It’s interesting to see how CPMs started Jan 1st at similar amounts in each industry, branched out throughout most of the year, and then bunched back up at the start of the holiday season.

CTRs

Compared to 2020, CTRs increased for four out of five industry in our analysis. 

Throughout the year, however, CTRs stayed roughly consistent, except for a spike around the holidays. 

It’s noteworthy that Fashion companies have the highest CTR out of the industries included. (That’s not surprising for us at Varos - many times we’ve been scrolling through our feeds and see a really cool jacket or swimsuit, so we click to see if it’s something we really want.)

Around the start of the school season and right at Black Friday, Baby and Children beat out fashion, however, with the highest CTRs. 

Conversion

We saw mixed results in conversion rate from Facebook Ads traffic when comparing 2020 to 2021. 

Zooming into each industry, despite fashion’s high CTRs, it consistently comes in at the lowest in terms of conversion. (We’ve all been there - after you click through on that cool jacket in your feed, you then see it costs $500, so you don’t buy.)

Interestingly enough, Beauty & Cosmetics has by far the highest conversion rate and also the highest spike during the holidays (34 cosmetics companies were included in this analysis).

Also noteworthy that Baby & Children has a decrease in conversion between the holidays and March. Our theory: parents have gift burnout after the holidays, and wait a few months to get started again. 

Want more metrics, more industries and to see the data in real time? Sign up to Varos to gain access.

Tweets

Chase Dimond | Email Marketing Nerd 📧
@ecomchasedimond

Bottom line: I’m recommending Varos to you all because it’s FREE (for now) and it’s already added a ton of value for myself and my clients.Check it out 👇

Social Savannah
@social_savannah

I would definitely recommend checking out Varos. With Varos you can easily see how your peers are performing, for free. You get insights into not only TikTok Ads benchmarks, but also similar data for Facebook Ads, Google Ads, and more. #VarosAmbassador

jason wong
@eggrolI

Varos allows thousands merchants to upload anonymize marketing data across meta and google and aggregating it to show what the average is across different categories and ad spend

Cody Plofker
@codyplof

With varos.com, I can see exactly how our performance across channels stacks up against our competitors in our space.

Barry Hott ☄️
@binghott

Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.

Ron Shah
@obviceo

I've been seeing some content about @Varos_com so we decided to check it out.

One underrated feature of theirs is the Shopify Benchmarking, which is FREE btw.

Literally impossible to access this data anywhere else. Check out what we're seeing at @my_obvi 👇

William Harris
@wmharris101

I'm loving what @Varos_com is doing with providing much more relevant benchmarks for #ecommerce... especially since it shows that we are absolutely DOMINATING @Elumynt on #facebookads!

This is in the Baby and Children vertical.#fbads #ppcchat #retail #dtc

Chase Dimond | Email Marketing Nerd 📧
@ecomchasedimond

Bottom line: I’m recommending Varos to you all because it’s FREE (for now) and it’s already added a ton of value for myself and my clients.Check it out 👇

Social Savannah
@social_savannah

I would definitely recommend checking out Varos. With Varos you can easily see how your peers are performing, for free. You get insights into not only TikTok Ads benchmarks, but also similar data for Facebook Ads, Google Ads, and more. #VarosAmbassador

jason wong
@eggrolI

Varos allows thousands merchants to upload anonymize marketing data across meta and google and aggregating it to show what the average is across different categories and ad spend

Cody Plofker
@codyplof

With varos.com, I can see exactly how our performance across channels stacks up against our competitors in our space.

Barry Hott ☄️
@binghott

Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.

Ron Shah
@obviceo

I've been seeing some content about @Varos_com so we decided to check it out.

One underrated feature of theirs is the Shopify Benchmarking, which is FREE btw.

Literally impossible to access this data anywhere else. Check out what we're seeing at @my_obvi 👇

William Harris
@wmharris101

I'm loving what @Varos_com is doing with providing much more relevant benchmarks for #ecommerce... especially since it shows that we are absolutely DOMINATING @Elumynt on #facebookads!

This is in the Baby and Children vertical.#fbads #ppcchat #retail #dtc