WHAT IS A GOOD ROAS FOR ECOMMERCE IN 2026? THE HONEST ANSWER (AND WHY THE NUMBER LIES)

Everyone wants a single number - what's a good ROAS? Here's the honest answer up front — the commonly quoted benchmark is 3:1 to 4:1, but the actual 2026 ecommerce average has slid to around 2.87:1, and the median is closer to 2:1. That means roughly half of all ecommerce brands are running below a 2:1 return. So if you're benchmarking against "4:1," you're comparing yourself to a number most stores never hit.

But the bigger problem isn't the benchmark. It's that ROAS itself — the way most brands measure it — is being quietly mis-reported by the very platforms you're using to calculate it. Let's fix both.

iOS 15 and Marketing Attribution: Is Wicked Reports Tracking Affected?

You may have heard about the industry-wide shift caused by Apple's App Tracking Transparency (ATT) framework and the ongoing evolution of its privacy stack.

Are you wondering how this new reality affects advertisers using Wicked Reports?

The short answer: It doesn't.

Keep reading for the long answer.

You probably know that Facebook advertising is one of the best ways to get more sales for your business. In fact 3,750,000 online business owners now use Facebook to acquire their customers. One issue with Facebook Advertising data, however, is that it’ doesn't give you the “complete picture.”  Let me explain.