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How Do Your Social Media Results Compare?

This chart from Side Car shows what the average performance rates are across major industries.

With companies continue to increase their investment in social media advertising, especially in the last year, two platforms seeing plenty of investment are Facebook and Instagram. Benchmark data from Sidecar shows how Facebook and Instagram performed last year for retailers advertising on the platforms.

On average, the click-through rate (CTR) for retail Facebook ads increased 6% year-over-year (y-o-y) in 2020 to 1.32%. Mass Merchant retailers had the highest CTR (1.77%), more than doubling (+109%) y-o-y, followed by Automotive Parts & Accessories (1.68%). Toys & Hobbies, on the other hand, had the lowest at 0.93%.

Automotive Parts & Accessories was the top-performing vertical for Return on Ad Spend (RoAS) at 17.98 — a y-o-y increase of 218%. Automotive Parts was followed by Apparel & Accessories (15.34) and House & Home (14.33). Although Mass Merchant saw the biggest y-o-y increase (372%) in RoAS, it had the second-lowest RoAS (6.66), while Toys & Hobbies had the lowest (5.71).

While House & Home saw its average order value (AOV) decrease 37% y-o-y in 2020, it still managed to maintain the highest AOV $388.50 of all the retail verticals analyzed. Meanwhile, Toys & Hobbies had the lowest AOV at $53.14.

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