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# New Meta data: high-click video ads deliver the worst ad returns
- URL: https://www.medianexis.com/new-meta-data-high-click-video-ads-deliver-the-worst-ad-returns/
- Published: 2026-09-17T15:26:48.000Z
- Updated: 2026-09-17T15:26:48.000Z
- Description: Billo’s analysis of 88,329 Meta video ads found the highest-click categories, health/beauty and arts/entertainment, posted ROAS of just 1.82 and 2.04, while low-click baby/toddler ads hit 4.99 against a 2.17 average.
- Author: Fabric.Media Editorial
- Tags: Measurement, Wayne Friedman, MediaPost: TV ad measurement vs digital clicks column

**Why it matters.** Buyers who optimize video campaigns for click-through rate risk rewarding creative that attracts lookers rather than the ROAS that actually pays back media spend.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Wayne Friedman*](https://www.medianexis.com/tag/by-wayne-friedman/) *·* [*read the original*](https://www.mediapost.com/publications/article/417946/still-old-school-tv-ad-measures-digital-clicks.html?ref=medianexis.com)*.*