Today, do you get a better CAC on TikTok or on Facebook?
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Facebook consistently delivers lower customer acquisition costs than TikTok for most businesses spending between $1k-$10k monthly.
The gap is significant: Facebook averages $3-$50 CAC while TikTok ranges from $40-$100+, making Facebook the clear winner for direct-response campaigns. TikTok excels in engagement metrics but struggles with conversion efficiency, requiring brands to adjust their strategy based on campaign objectives.
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Facebook outperforms TikTok in conversion metrics and cost efficiency, while TikTok dominates engagement and reach among younger demographics. The choice depends on your campaign objectives: Facebook for immediate ROI, TikTok for brand awareness and viral potential.
| Metric | TikTok | |
|---|---|---|
| Average CAC ($1k-$10k spend) | $3-$50 (varies by industry and targeting) | $40-$100+ (higher due to lower conversion rates) |
| Conversion Rate | 8-12% digital products, 9.21% physical | 0.5-1.5% digital, 0.46% physical |
| Engagement Rate | 0.15-2.5% (decreases with follower count) | 2.88-10% (3-10x higher than Facebook) |
| Average Order Value | $60-$100 (higher purchasing power) | $40-$70 (younger demographics) |
| Bot Traffic | 57% non-human interactions | 74-97% bot traffic (higher fraud risk) |
| Primary Demographics | 25-45 years old (Millennials) | 16-24 years old (Gen Z) |
| Best Use Case | Direct-response, e-commerce conversions | Brand awareness, viral content, young audiences |
What's the current average CAC on TikTok versus Facebook for accounts spending between $1k and $10k per month?
Facebook delivers significantly lower customer acquisition costs, ranging from $20-$50 for lead generation and $3-$15 for e-commerce campaigns.
The platform's advanced targeting capabilities and mature advertising ecosystem enable better conversion efficiency. Facebook's lower-funnel objectives like purchase campaigns achieve superior CAC because users have higher intent when they reach the platform. The sophisticated retargeting options allow brands to nurture prospects through multiple touchpoints.
TikTok's CAC sits substantially higher at $40-$100+, primarily driven by higher cost-per-click ($1.00 average) and lower conversion rates (0.46%). The platform's entertainment-focused environment means users aren't in a purchasing mindset, requiring more touchpoints to drive conversions. Competitive niches like beauty and electronics push CAC even higher due to auction dynamics and increased advertiser competition.
The cost difference becomes more pronounced in intent-driven industries where Facebook's targeting precision shines. TikTok works better as a top-funnel awareness tool rather than direct conversion driver.
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How do average CPMs and CTRs compare between TikTok and Facebook across major niches?
Facebook commands higher CPMs but delivers superior click-through rates across most verticals.
| Niche | Facebook CPM | TikTok CPM | Facebook CTR | TikTok CTR |
|---|---|---|---|---|
| Beauty | $14.06 | $4-$10 | 0.93% | 0.5-1.5% |
| Fitness | $10.24 | $3-$8 | 0.69% | 0.5% |
| SaaS/Coaching | $8-$15 | $5-$12 | 1.0-1.5% | 0.7-1.1% |
| E-commerce | $12-$18 | $4-$9 | 0.8-1.2% | 0.6-1.0% |
| Fashion | $15-$20 | $5-$12 | 0.9-1.4% | 0.8-1.6% |
| Tech/B2B | $6-$12 | $8-$15 | 1.2-2.0% | 0.4-0.8% |
| Home/Lifestyle | $9-$14 | $3-$7 | 0.7-1.1% | 0.6-1.2% |
What's the average engagement rate per post on TikTok and Facebook, broken down by account size?
TikTok crushes Facebook in engagement rates across all account sizes, delivering 3-10x higher interaction rates.
Micro-influencers (1-10K followers) see the strongest performance on TikTok with 7.5-10% engagement versus Facebook's 1.5-2.5%. This massive gap stems from TikTok's algorithmic approach that prioritizes content quality over follower count. The platform's full-screen, immersive format naturally drives higher engagement as users consume content more intentionally.
Mid-tier accounts (10-100K) maintain solid TikTok engagement at 5.1-6% compared to Facebook's declining 1.0-1.8%. The algorithm continues favoring fresh, creative content regardless of account size. Macro accounts (100K-1M) still achieve 3.76-4.48% on TikTok versus Facebook's 0.5-1.2%, showing TikTok's superior organic reach.
Mega accounts (1M+) face the smallest gap but TikTok still wins with 2.88-4.22% engagement compared to Facebook's 0.15-0.5%. Facebook's feed saturation and pay-to-play model significantly limits organic reach for larger accounts.
The engagement advantage makes TikTok ideal for building community and brand loyalty, even if direct conversions lag behind Facebook.
On average, how many likes and comments does a typical post get on TikTok versus Facebook within similar niches?
TikTok posts generate dramatically more interactions with 3,092 average likes and 66 comments compared to Facebook's 155 likes and 17 comments.
The 20x difference in likes reflects TikTok's viral mechanics where content can explode overnight regardless of follower count. The algorithm actively pushes engaging content to new audiences, creating exponential growth potential. Users also engage more freely on TikTok due to the platform's entertainment-first culture.
Comment engagement shows a 4x advantage for TikTok, driven by the platform's younger demographics who actively participate in conversations. Gen Z users treat commenting as part of the entertainment experience rather than formal interaction. Facebook comments tend to be more considered and less frequent.
Video content significantly outperforms static posts on both platforms, but TikTok's video-native format provides inherent advantages. The platform's duet and stitch features create additional engagement layers that Facebook lacks.
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What's the average conversion rate from click to purchase on each platform, and how does it differ between product types?
Facebook dominates conversion efficiency across all product categories, with digital products seeing 8-12% conversion rates versus TikTok's 0.5-1.5%.
| Product Type | Facebook Conversion Rate | TikTok Conversion Rate | Performance Gap |
|---|---|---|---|
| Digital Products | 8-12% | 0.5-1.5% | 5-8x higher on Facebook |
| Physical Products | 9.21% | 0.46% | 20x higher on Facebook |
| Services | 5-10% | 1-3% | 2-5x higher on Facebook |
| Subscription Products | 6-9% | 0.8-2.1% | 3-7x higher on Facebook |
| High-ticket Items ($500+) | 3-6% | 0.2-0.8% | 10-15x higher on Facebook |
| Impulse Purchases | 12-18% | 1.2-3.5% | 4-10x higher on Facebook |
| B2B Services | 4-8% | 0.3-1.2% | 8-13x higher on Facebook |
Which platform brings in the highest AOV and LTV based on user acquisition channel?
Facebook users generate higher average order values ($60-$100) and lifetime values ($300-$500) due to stronger purchasing intent and older demographics with greater disposable income.
The age demographic plays a crucial role in spending behavior. Facebook's 25-45 year old user base has established careers and higher purchasing power compared to TikTok's 16-24 year old audience. Facebook users approach purchases more deliberately, often researching products thoroughly before buying, leading to higher-value transactions.
TikTok delivers lower AOV ($40-$70) but shows promising LTV potential in specific verticals like fashion and beauty where repeat purchases are common. The platform's viral nature can create strong brand affinity that translates to long-term customer value. However, the impulse-driven purchasing behavior typically results in lower initial order values.
Facebook's superior retargeting capabilities enable brands to nurture customers through multiple touchpoints, increasing both AOV and LTV over time. The platform's detailed user data allows for personalized upselling and cross-selling opportunities.
Subscription and service-based businesses see the most significant LTV advantages on Facebook due to the platform's lead quality and user demographics.
What are the main differences in user demographics and content preferences between TikTok and Facebook audiences?
TikTok skews heavily toward Gen Z (16-24 years) with 55.7% male users, while Facebook maintains a balanced demographic centered on Millennials (25-45 years).
Content consumption patterns differ dramatically between platforms. TikTok users prefer short-form video content with humor, trending audio, and viral challenges. They consume content in rapid succession, often spending hours scrolling through the "For You" page. The entertainment-first mindset means users aren't actively seeking products but can be influenced through creative, authentic content.
Facebook users engage with longer-form content including detailed posts, articles, and video content up to 60 minutes. They actively seek information about local businesses, news updates, and maintain connections with friends and family. The platform serves multiple purposes: social networking, news consumption, and marketplace activity.
TikTok's global reach attracts diverse content creators, but trends often originate from younger demographics and spread upward. Facebook's content tends to be more localized and community-focused, with stronger emphasis on personal relationships and local business discovery.
The shopping behavior also differs significantly. Facebook users research products, read reviews, and make considered purchases. TikTok users make impulse purchases based on viral product demonstrations or influencer recommendations.
Where does fake traffic or bot engagement show up the most, and what's the estimated percentage of non-human interactions in 2025?
TikTok suffers from significantly higher bot traffic at 74-97% compared to Facebook's 57% non-human interactions, creating major attribution challenges for advertisers.
TikTok's bot problem stems from several factors: easier account creation, automated content consumption patterns, and widespread use of engagement pods. The platform's algorithm prioritizes rapid engagement, making it attractive for bot operators to inflate metrics quickly. Click fraud particularly affects TikTok ads, with fake accounts generating clicks without purchase intent.
Facebook's bot traffic, while substantial at 57%, is more sophisticated and harder to detect. The platform has invested heavily in fraud detection systems, but still struggles with fake lead generation, especially in industries like insurance and finance. Comment spam and fake likes remain persistent issues.
Industry projections suggest bot traffic will reach 90% by 2030 across all platforms, making fraud detection increasingly critical for accurate campaign measurement. The rise of AI-powered bots makes detection more challenging as they mimic human behavior patterns.
Brands should implement multiple verification layers: cross-reference analytics platforms, monitor conversion quality, and track long-term customer behavior to identify genuine traffic sources.
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How do the full funnel metrics compare between TikTok and Facebook ads in 2025?
Facebook maintains superior performance across most funnel stages, particularly in bottom-funnel conversions where it delivers 19x higher purchase rates.
| Funnel Stage | Facebook Performance | TikTok Performance | Winner |
|---|---|---|---|
| Impression → Click (CTR) | 1.07% | 0.84% | Facebook (+27%) |
| Click → View Content | 50-70% | 60-80% | TikTok (+14%) |
| View → Add-to-Cart | 10-15% | 5-10% | Facebook (+50%) |
| Add-to-Cart → Purchase | 8.95% | 0.46% | Facebook (+1,900%) |
| Overall Conversion Rate | 2.5-4.8% | 0.3-0.9% | Facebook (+400%) |
| Cost per Conversion | $15-45 | $45-120 | Facebook (-65%) |
| Time to Purchase | 3-7 days | 7-14 days | Facebook (-50%) |
How have CAC, ROAS, and conversion rates on both platforms changed over the past 12 months?
Facebook has maintained stable performance while TikTok experienced 15-20% CAC increases due to growing advertiser competition and platform maturation.
Facebook's CAC remained relatively stable throughout 2024-2025, with only minor fluctuations during peak shopping seasons. The platform's mature advertising ecosystem and advanced optimization algorithms help maintain consistent performance. However, conversion rates decreased by 0.26% year-over-year due to increased competition and iOS privacy changes affecting targeting precision.
TikTok faced significant challenges with CAC inflation as more brands shifted budgets to the platform. The increased competition drove up auction prices, particularly in popular verticals like beauty, fashion, and fitness. Despite this, TikTok maintained stable but low conversion rates around 0.46% for e-commerce campaigns.
ROAS trends show Facebook averaging 3:1 returns compared to TikTok's 1.5-2:1, with beauty and fitness niches performing above average on both platforms. Facebook's superior ROAS stems from better conversion tracking and more sophisticated attribution models.
The gap between platforms is expected to narrow as TikTok improves its advertising technology and conversion tracking capabilities. However, Facebook's head start in performance marketing maintains its advantage for direct-response campaigns.
What performance benchmarks should brands expect from each platform in 2026?
TikTok is projected to achieve 2.5:1 ROAS and $5-$15 CPMs through AI-driven optimization, while Facebook targets 10%+ e-commerce conversion rates via hyper-local targeting improvements.
TikTok's algorithm advancements will likely improve ad targeting precision, reducing wasted impressions and improving conversion quality. The platform is investing heavily in commerce features like live shopping and in-app purchasing, which should boost conversion rates. Machine learning improvements will better match products with interested users, potentially closing the conversion gap with Facebook.
Facebook plans to leverage artificial intelligence for hyper-local targeting, enabling restaurants, retail stores, and service businesses to reach customers within specific geographic zones. Enhanced video capabilities and AR shopping features will improve user experience and conversion rates. The platform's investment in VR and metaverse technologies may create new advertising opportunities.
Both platforms will face continued challenges from privacy regulations and cookie deprecation, requiring investment in first-party data solutions and privacy-compliant targeting methods. Brands should prepare for higher emphasis on creative quality and authentic content as targeting capabilities evolve.
The emergence of AI-generated content will also impact organic reach strategies, requiring brands to balance automation with human creativity to maintain audience engagement and platform algorithm favor.
How should brands choose between TikTok and Facebook in 2025 based on their niche, audience age, creative capabilities, and budget level?
Choose Facebook for direct-response campaigns targeting audiences over 30 with conversion-focused objectives, and TikTok for brand awareness campaigns targeting Gen Z with viral content potential.
Niche considerations play a crucial role in platform selection. Beauty, fashion, and lifestyle brands benefit from TikTok's visual format and trend-driven culture, especially when targeting consumers under 35. B2B, professional services, and high-consideration purchases perform better on Facebook due to the platform's professional context and detailed targeting options.
Budget allocation should follow the 60/40 rule: 60% to Facebook for conversion campaigns and 40% to TikTok for awareness and engagement. Brands with limited budgets under $2,000 monthly should start with Facebook for immediate ROI, then expand to TikTok once profitability is established. Larger budgets above $10,000 can run simultaneous campaigns for full-funnel coverage.
Creative capabilities determine platform fit. Brands with video production resources and trend-awareness can leverage TikTok's viral potential. Companies preferring static images, carousel ads, and long-form content should prioritize Facebook's diverse ad formats. TikTok requires constant content creation and trend monitoring, while Facebook allows for longer content lifespans.
Strategic recommendations include using TikTok for top-funnel awareness and audience building, then retargeting engaged users on Facebook for conversions. This approach maximizes TikTok's engagement advantages while leveraging Facebook's superior conversion capabilities.
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Conclusion
Facebook remains the superior choice for brands prioritizing immediate ROI and conversion efficiency, delivering consistently lower CAC and higher conversion rates across all product categories.
TikTok excels in engagement and brand building among younger demographics, making it ideal for awareness campaigns and viral content strategies, though brands should expect longer conversion cycles and higher initial costs.
Sources
- WebFX Social Media Advertising Costs
- WebFX Facebook Advertising Costs
- Influee Facebook Ads Conversion Rates
- AdNabu TikTok Ads Costs
- EnrichLabs TikTok Benchmarks 2025
- Lebesgue TikTok Ads Benchmarks
- Varos Facebook CPM Beauty Benchmarks
- Influencer Marketing Factory Engagement Rates
- Social Insider Social Media Benchmarks
- Exploding Topics TikTok Demographics
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