TikTok vs Meta Paid Social Targeting for U.S. Ecommerce Brands
- Diana Dela Cruz
- Dec 11, 2025
- 4 min read
TL;DR
Meta currently outperforms TikTok in lower-funnel targeting for U.S. ecommerce brands, thanks to stronger identity-based data, deeper retargeting pools, and CAPI-enhanced conversion signals - making Meta the superior platform for driving consistent, scalable ROAS.
TikTok dominates early-stage discovery, offering lower CPMs, broader reach, and faster audience expansion. However, signal quality is still maturing, and it typically requires higher creative velocity and more testing to achieve stable performance.
Best practice for ecommerce in 2025: Use TikTok for awareness and prospecting and Meta for retargeting, conversion, and scaling. A full-funnel approach - supported by high-signal creatives- produces the most efficient CAC and highest revenue growth.
Paid social in 2025 is a new landscape. With U.S. ecommerce growth rates normalizing, CPMs rising, and platform algorithms evolving rapidly, brands are asking the same question:
Which platform delivers better targeting - TikTok or Meta - and where should ecommerce brands focus their budget?
Both platforms have transformed dramatically over the last two years. TikTok has rapidly expanded its advertising ecosystem and AI-driven Smart Performance Campaigns (SPC)(Smart+), while Meta has doubled down on Advantage+, improved CAPI integrations, and rebuilt its identity graph post-ATT.
This article breaks down the real differences in targeting, funnel performance, creative requirements, and where U.S. ecommerce brands should invest for maximum ROAS.
Platform Overview: How TikTok and Meta Approach Targeting
TikTok: The Interest Graph
TikTok is built on discovery. Its algorithm predicts what users want next based on behaviors - not who they are.
This makes TikTok powerful for:
Rapid top-of-funnel reach
Introducing new products
UGC-driven brand discovery
Increasing impressions at lower CPMs
Its weakness? User identity and historical purchase behavior are less defined, which limits lower-funnel performance without strong signals.
Meta: The Identity Graph
Meta’s power is its maturity. Even after privacy shifts, Meta still has:
The deepest identity-based data
Larger high-signal retargeting pools
Better deduplication via CAPI
Stronger lookalike modeling
More mature lower-funnel conversions
This makes Meta superior when precision matters - especially for ecommerce purchase optimization.
Targeting Capabilities Breakdown
TikTok Targeting
TikTok’s core strengths:
Interest Targeting: Based on in-app behavior, content categories, and viewing preferences.
Behavioral Targeting: People who recently interacted with specific creator verticals or product categories.
Engagement-Based Retargeting: Interactions with organic TikTok content or ad creatives.
Broad Targeting: Similar to Meta broad - gives the platform full optimization control.
Smart Performance Campaigns (SPC): Automated, AI-driven, minimal manual setup. Ideal for scaling prospecting.
Limitations: TikTok’s retargeting pools are smaller, signals are weaker, and purchase intent can be inconsistent unless fed with strong creative and high spend.
Meta Targeting
Meta’s unmatched strengths:
Custom Audiences: Site visitors, add-to-carts, purchasers, engagers.
Lookalike Audiences: Built from high-value customer lists.
Advantage+ Shopping Campaigns (ASC): Broad + AI-optimized + blended testing.
Deep Retargeting: By event type, timeframe, and value.
Meta’s advantage: Even with broad targeting, Meta’s identity graph is stronger, meaning even broad audiences are built on more robust data.
Funnel Performance: Which Platform Wins at Each Stage?
Awareness Stage - Winner: TikTok
TikTok is unbeatable for top-of-funnel reach and discovery. Why?
Lower CPMs
High watch time
Rapid virality
UGC-driven attention
TikTok’s interest graph thrives when the goal is maximum audience expansion with cost-efficient impressions.
Consideration Stage - Winner: Meta
Once someone has shown interest, Meta’s deep retargeting pools outperform TikTok by a wide margin.
Meta provides:
Better event matching
Better creative-to-audience pairing
Better mid-funnel optimization (ATC, VC)
Larger pools from IG + FB combined
Conversion Stage - Winner: Meta
Meta’s purchase-optimized campaigns have a decade of historical data advantage.
Reasons Meta dominates conversions:
Stronger identity graph
More refined event-level optimization
Higher-quality lookalikes
Superior lower-funnel attribution
Better handling of high-AOV products
TikTok simply does not have the same depth of purchase behavior data.
Measuring Targeting & Attribution Accuracy
TikTok
Less maturity in post-purchase attribution
Stronger in content engagement use cases
Meta
Strong deduplication
More stable multi-touch attribution
Stronger cohort tracking for repeat buyers
For ecommerce brands that rely on accurate ROAS measurement, Meta still leads.
Creative Requirements: TikTok vs Meta
TikTok
High creative velocity
Raw, UGC-style content
Fast hooks (0-1 second)
Trend-driven
Creative fatigue comes fast
Needs new creatives regularly for scaling brands
Meta
Creative can last longer
UGC + studio + static = best mix
Carousels still perform in ecommerce
Requires strong product context
TikTok requires more content production; Meta rewards creative variety but not necessarily frequency.
Recommended Budget Allocation for U.S. Ecommerce Brands
Based on platform behavior, funnel performance, and 2024-2025 results:
If you are scaling: 60% Meta / 40% TikTok
If you have strong creative teams: 50% Meta / 50% TikTok
If your AOV is above $120: 70% Meta / 30% TikTok (Meta consistently handles high-AOV optimization better.)
Conclusion: So Which Platform Should U.S. Ecommerce Brands Prioritize?
Both platforms serve different purposes - and in a full-funnel approach, they work best together.
TikTok: unbeatable for awareness and top-of-funnel growth
Meta: unmatched in retargeting, conversion, and ROAS scaling
For most Shopify and ecommerce brands, the winning formula is: TikTok to create demand. Meta to capture it. And if the goal is consistent ROAS, lower CAC, and predictable scaling? Meta still leads the industry.
Need help? Book a call with our team to create a full paid social growth plan and sign up for our newsletter for weekly tips and strategies.
FAQs
Which platform delivers better ROAS for ecommerce?
Meta - especially for purchase-optimized campaigns with strong signals.
Is TikTok better for top-of-funnel prospecting?
Yes. TikTok wins early-stage discovery.
Are TikTok Smart Performance Campaigns effective?
SPC (Smart+) works well for broad prospecting but still lacks deep conversion accuracy.
Does Meta still outperform TikTok in retargeting?
Absolutely. Meta’s identity graph gives it a major advantage.
Does creative matter more on TikTok or Meta?
TikTok requires significantly more creative output.
How should brands split budgets between platforms?
60/40 Meta → TikTok is optimal for most ecommerce brands.
Are Meta lookalike audiences still useful in 2025?
Yes - especially when paired with high-value customer lists and CAPI.
Stop Wasting Hours. Start Growing.
Every day you delay is revenue lost and hours you’ll never get back.
Join the business owners who’ve already claimed their time and profits back with our $40M+ proven social media ads system.
Book your free call now - before your next hour gets wasted.
Comments