$1.85
Avg CPC
15% higher than general ecommerce
3.2%
Avg CTR
2.8%
Conv Rate
3.5x
Avg ROAS
Lower due to brand building costs
$85
Avg AOV
$65
Avg CPA
Source: Triple Whale D2C Report 2025
Different campaign types have very different performance profiles. Here's what to expect:
| Campaign Type | CPC | CTR | CVR | ROAS | Note |
|---|---|---|---|---|---|
| Brand Search | $0.65 | 5.8% | 5.6% | 8.8x | Highest ROAS, protect at all costs |
| Google Shopping | $1.48 | 3.8% | 2.8% | 3.5x | Core ecommerce campaign type |
| Performance Max | $1.76 | 2.9% | 2.5% | 3.3x | Variable - depends on segmentation |
| Dynamic Remarketing | $0.93 | 1.9% | 7.0% | 6.3x | Great for cart recovery |
| Non-Brand Search | $2.78 | 2.6% | 1.7% | 2.1x | High CPC - use selectively |
CPC and ROAS vary significantly by quarter. Plan your budget accordingly:
Avg CPC
$1.76
Avg ROAS
3.1x
Avg CPC
$1.70
Avg ROAS
3.5x
Avg CPC
$1.81
Avg ROAS
3.3x
Avg CPC
$2.31
Avg ROAS
4.0x
Our D2C Brands audit compares your metrics against these benchmarks across 6 key areas:
Brand Cannibalization
Measuring true incrementality of brand spend
New vs Returning CAC
Separating first-purchase from repeat buyer costs
Channel Conflict
Overlap with Amazon and retail partner advertising
LTV-Based Bidding
Optimizing for customer value, not just first sale
Feed Differentiation
Standing out against marketplace listings
Subscription Optimization
Maximizing subscriber acquisition efficiency