A data-driven analysis of 503,281 social ad campaigns reveals a clear picture: TikTok generates nearly double the click-through rate, while Meta offers conversions at seven times lower costs. The takeaway? These platforms serve distinctly different roles — and brands ignoring that are leaving serious potential on the table.
Yet surprisingly, only 2.5% of brands are using both platforms together. That’s not just a missed opportunity — it’s a strategic mistake.
The Funnel in Action: Awareness Meets Performance
TikTok boosts your reach. Meta drives your revenue. That’s the magic combo for brands looking to scale their social media marketing in 2025.
This insight comes from the latest Social Ads Study 2025 by Metricool, which analyzed over half a million campaigns from 49,417 advertising accounts — totaling more than $188 million in ad spend, 114 billion impressions, and 1.8 billion interactions.
Here’s what the data tells us:
TikTok delivers a CTR of 4.93%, almost twice that of Meta’s 2.54%
Meta slashes conversion costs with an average CPA of just $0.13, compared to TikTok’s $0.94
Only 2.5% of brands strategically use both platforms
Let’s break it down:
TikTok: The Ultimate Awareness Engine
In the discovery phase of the marketing funnel, TikTok shines. Brands invest 85.45% more in awareness campaigns on TikTok compared to Meta — a clear signal that TikTok owns the top of the funnel.
Even though CPM on TikTok ($0.32) is similar to Meta ($0.33), the platform delivers higher click-through rates and cheaper traffic, making it ideal for brand awareness and reach.
34.1% of TikTok impressions come from awareness campaigns
Average CPC in traffic campaigns is as low as $0.01
Perfect for viral, native-style content that feels like user-generated media
TikTok isn’t just about visibility — it’s about memorable visibility.
Meta: The King of Conversions
When it comes to turning interest into action, Meta still rules.
Sales campaigns on Meta deliver a CPA of just $0.13
Lead gen campaigns average $1.34 per lead, versus $3.57 on TikTok
Meta drives 61.3% of all conversions measured in the study
Traffic campaigns alone account for 30.8% of Meta’s total interactions, proving that Meta remains a high-performing powerhouse when it comes to results-driven advertising.
Meta’s strength lies in its advanced targeting, conversion-optimized ad formats, and strong CTA mechanisms. Especially in sales and lead-focused campaigns, Meta provides brands with precise performance control.
Two Platforms, One Strategy: The Winning Formula
Successful brands no longer ask, “TikTok or Meta?” They ask, “How can we make both work together?”
Each platform has its own strength:
TikTok is the stage for short-form, trend-driven video content that sparks emotional engagement and storytelling
Meta is the closer, with performance creatives, laser-focused targeting, and clear CTAs
The study shows:
24% of TikTok campaigns focus on video views
37.2% of Meta campaigns prioritize engagement ads
The best campaigns create a seamless journey: awareness on TikTok leads to conversions on Meta. It’s not a competition — it’s a collaboration
Data Doesn’t Lie: TikTok Drives Awareness, Meta Delivers Sales — Use Both or Miss Out.
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