What the ad data actually shows
We publish what we find in live ad accounts and the public ad library, with the method stated on every page so you can judge the numbers for yourself.
How we publish
Every study on these pages states where the data came from, when it was collected and how each number was calculated. A ROAS figure without a definition is a decoration, so we always attach one.
Account-level data is generalised across accounts. No single advertiser's figures are published, and no format result is shown from fewer than three accounts, so one unusual brand cannot distort the picture.
Ad library studies use only what anyone can see in Meta's public ad library on the day we looked. We list the date, because ads start and stop every day and the same check a week later would give slightly different counts.
We update these pages when we rerun the research. If a finding stops holding, the page says so rather than quietly disappearing.
If you want to see how your own account compares, book a demo and we will walk through it with you.