TikTok costs less than Meta on almost every metric, but 9 out of 10 advertisers use Meta only

The cost per thousand impressions is 22% lower on TikTok, and cost per click is 147% higher on Meta. TikTok generates nearly twice as many leads at a lower cost. Meta wins on engagement.

Meta's ROAS dropped from 5.48 to 4.57 in one year. By country, Spain averages 5.89 and Argentina 10.1, against 2.42 for the U.S.