We’ve run millions of euros through both platforms. In 2026, the conclusion is simple: for most brands, TikTok beats Facebook on CAC, on reach and on creative agility. Facebook stays relevant only for specific audiences.
CPM: 3-5x difference
Average CPM on TikTok in Romania in 2026 is 2-4 euros. On Facebook/Meta, 8-15 euros for the same audiences. The reason is simple: Facebook has saturated inventory, TikTok still has space.
At Muller we ran the same campaign in parallel on both platforms, same budget, same creative adapted. TikTok: 1.4M impressions. Facebook: 420k impressions. 3.3x reach difference.
More aggressive algorithmic distribution
TikTok distributes content to new audiences aggressively. Facebook preferentially distributes to people who have already shown interest. For top-of-funnel, the difference is huge.
If you want to scale audience, TikTok. If you want to re-engage existing audience, Facebook can be useful.
Creative: TikTok forgives, Facebook punishes
On TikTok, a clip shot on a phone in 20 minutes can outperform a 5000 euro production. On Facebook, mediocre creative is punished with a high CPM.
At Lenor, UGC creative had ROAS 4.2 on TikTok and 1.1 on Facebook. Same audience, same ad. The platform makes the difference.
Audience targeting: it’s a trap
Facebook is famous for detailed targeting. On TikTok, targeting is simpler, but interest-based + lookalikes work surprisingly well.
The 2026 reality: TikTok has invested heavily in the algorithm, and broad targeting with good creative beats narrow targeting with mediocre creative. At Motorola we scaled to 400k euros a month on TikTok using broad targeting, something that on Facebook would have been impossible without exploding the CAC.
Cost per conversion: depends on the product
For products under 100 euros, fast checkout, impulse decision: TikTok wins clearly, CAC 40-60% lower.
For products 200+ euros, longer decision cycles: Facebook is still competitive, but TikTok wins if you combine with retargeting.
Analytics and attribution
Attribution on Facebook post-iOS 14 has become fragile. Meta Pixel doesn’t see all conversions anymore. TikTok Pixel has similar issues, but TikTok’s Conversions API is more stable and easier to implement.
Recommendation: install Conversions API on both platforms. Without it, the data is off by 20-40%.
When you choose Facebook
Audience 45+, mature products for the local market, services that depend on specific communities (real estate, events, physical retail). Otherwise, almost any other scenario in 2026 is better served by TikTok.
When you combine both
Mix that works well at mid-market: 70% TikTok for prospecting, 20% Meta for retargeting and 35+ audiences, 10% experimental (Snap, Reddit, LinkedIn as needed).
For competitor research: TikTok Ad Libraryand Meta Ad Library, in parallel. See who’s running what for 30+ days, adapt.
What’s no longer true about Facebook
“Facebook has the best buying users” isn’t true anymore in 2026. TikTok Shop has matured the ecosystem, and buying intent on TikTok is comparable to Meta in many verticals.
Facebook isn’t dead, but it’s no longer the default. The default for a mid-market brand in 2026 is TikTok. You test, you scale, then you add Meta if you need retargeting or mature audiences.
