Head-to-head comparison of CPM, CPC, CTR, and ROAS across Meta and TikTok for Egyptian D2C brands in Q1 2026.
We ran matched campaigns for 14 Egyptian D2C brands across Meta and TikTok in Q1 2026. Here's what the numbers actually say.
CPM (cost per 1000 impressions)
Meta: EGP 38 average. TikTok: EGP 21. TikTok wins on cheap reach — but impressions aren't the game.
CTR
Meta: 1.4% average. TikTok: 2.6%. TikTok content is inherently more engaging because it's native video-first.
CPC
Meta: EGP 2.70. TikTok: EGP 0.82. TikTok crushes top-of-funnel cost.
ROAS (last-click)
Meta: 3.1× average. TikTok: 1.7×. The gap reverses when you look at actual revenue because Meta's retargeting stack is still miles ahead.
View-through purchases
When you enable view-through attribution, TikTok's ROAS jumps to 2.4× — most TikTok conversions aren't last-click.
The real playbook
Use TikTok for awareness and UGC discovery, Meta for conversion. Split 40/60 in favour of Meta until your TikTok retargeting audience crosses 50k pixels fired.
Creative
Both platforms want raw UGC now. Studio content has never performed worse. The same creator can produce a TikTok-native vertical for both — you just need different hook frames in the first 1.5 seconds.
Final take
Don't pick one. Run both, but attribute properly — if your CEO is looking at last-click numbers, TikTok will always lose.