The Fluency
Benchmark
Report
Real 2026 numbers from 10 fully managed fashion and beauty brands, $13.6M in Meta and Google spend against $110M in Shopify net revenue. Aggregated, anonymized, unaltered.
Benchmarks you can
actually act on
Brand-level tables, not rounded-off industry averages. Every figure pulled from accounts we manage day to day.
Shopify blended performance
Net revenue, orders, new customers, MER, CaC and AOV for all 10 brands, plus the blended total.
Google & Meta deep dives
ROAS, CPM, CPC, CTR and CVR by brand on both platforms. 9.88x Google vs 5.14x Meta at portfolio level.
Fashion vs. beauty funnels
Spend mix, CaC, AOV and true MER side by side, with the takeaways that shift budget between channels.
Brand-level
Shopify results
MER range 2.1x–14.2x. Three of ten brands cleared 11x. The report shows every row.
Two verticals,
two very different
growth math
Fashion
$241 average order value. Premium positioning means fewer orders needed to hit the number.
Beauty
294K new customers at $57 CaC, and Google beat Meta 9.7x to 2.3x on bottom-funnel intent.
Channel ROAS
isn't the goal
Most benchmark reports hand you an industry average and call it insight. This one shows the account-level math behind a portfolio running at 8.1x blended MER.
MER beats ROAS
Total net revenue ÷ total spend. It crosses platform silos and measures real program health. Portfolio average: 8.1x.
New customers at scale
352,574 new customers in a single quarter at $38.61 average CaC: the acquisition engine, not a one-month spike.
Efficiency that holds
Top performers hit 19.90x on Google and 18.96x on Meta inside the same portfolio. The report shows what separated them.
Data sources
Meta Ads Manager, Google Ads and Shopify Analytics, Jan–Mar 2026, across 10 fully managed brands.
What's excluded
Pinterest and TikTok. Coverage was too limited for statistically reliable blended benchmarks.
How MER is calculated
Total Shopify net revenue ÷ total ad spend, crossing ROAS silos for true program health.
Brand anonymization
Labelled Beauty 01–05 and Fashion 01–05 to protect confidentiality. All data real and unaltered.
Platform attribution
ROAS is platform-reported. Shopify MER and CaC are blended for true impact regardless of attribution.
Questions on the data
Email hello@fluencyfirm.com and we'll walk you through the pulls.
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with
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