Today, do you get a better CAC on Twitter/X or on Facebook?

This blog post has been written by the person who has mapped all the strategies and examples in our cheatsheets

Customer acquisition costs on social platforms have shifted dramatically in 2025, with Twitter/X emerging as a sleeper hit for specific funnels while Facebook maintains its dominance in traditional conversion paths.

The data reveals counterintuitive patterns that most marketers miss: Twitter/X delivers ultra-low top-funnel costs but requires sophisticated nurturing, while Facebook's higher initial costs often translate to better bottom-line ROI for established businesses.

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What's the average CAC on Twitter/X versus Facebook across major niches like ecom, coaching, SaaS, and info products?

E-commerce brands see the starkest contrast, with Twitter/X delivering $5-$15 customer acquisition costs compared to Facebook's $12-$78 range.

How do Twitter/X and Facebook ad costs vary by funnel stage and what's the average cost per step?

The funnel stage breakdown reveals why Twitter/X appears cheaper initially but often requires more sophisticated nurturing sequences.

Twitter/X excels at awareness-stage engagement with clicks as low as $0.03, while Facebook's strength emerges in consideration and purchase phases where user intent crystallizes. The middle-funnel represents the critical decision point where platform choice impacts overall campaign ROI.

Facebook's cost-per-booked-call averaging $200-$400 reflects higher-intent audiences already primed for sales conversations, whereas Twitter/X's $50-$150 range often includes more exploratory prospects requiring additional qualification steps.

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What's the average conversion rate from ad impression to sale on each platform?

Facebook maintains an 8.95% overall conversion rate across industries, significantly outperforming Twitter/X's 5% average for on-site purchases.

The conversion gap widens dramatically when examining audience temperature. Cold audiences on Facebook convert at 1-3%, while Twitter/X achieves 2-4% despite lower overall averages. Warm, remarketed audiences show Facebook's true strength with 10-15% conversion rates compared to Twitter/X's 8-12%.

This performance difference stems from user behavior patterns. Facebook users demonstrate higher purchase intent, spending more time researching products within the platform's ecosystem. Twitter/X users engage in rapid, conversational interactions that generate awareness but require additional touchpoints for conversion.

The platform-specific conversion optimization also plays a crucial role. Facebook's Advantage+ campaigns and lookalike audiences create more qualified traffic, while Twitter/X's conversational ads and trending topic targeting generate broader awareness that converts through subsequent organic interactions.

How does audience intent and behavior differ between Facebook and Twitter/X, impacting CAC and funnel efficiency?

Facebook users exhibit research-oriented behavior, pausing to evaluate products and reading reviews before purchasing, which creates higher conversion rates but demands more sophisticated creative assets.

Twitter/X operates on immediacy and social proof. Users make rapid decisions based on real-time conversations, trending topics, and community engagement. This creates opportunities for viral amplification but requires brands to capture attention within seconds rather than minutes.

The behavioral differences manifest in optimal content strategies. Facebook rewards detailed product demonstrations, customer testimonials, and educational content that nurtures prospects through extended consideration periods. Twitter/X favors concise value propositions, social proof through retweets and replies, and time-sensitive offers that capitalize on FOMO.

Funnel efficiency varies accordingly. Facebook's longer consideration periods mean higher per-click costs but better qualification, resulting in more predictable conversion rates. Twitter/X's rapid engagement cycles create lower initial costs but require more touches to achieve the same conversion outcomes.

The intent gap also affects retargeting performance. Facebook users who engage with ads demonstrate clearer purchase intent, making retargeting campaigns more effective. Twitter/X engagement often represents curiosity rather than buying intent, requiring different retargeting strategies focused on education and social proof rather than direct sales approaches.

What are the average revenue per user and LTV per platform by business model?

Revenue per user calculations reveal stark platform differences, with Facebook generating $53.7 average revenue per user compared to Twitter/X's $4.17, reflecting fundamental monetization model differences.

Which monetization channels convert best on each platform?

Direct sales and webinar funnels dominate Facebook conversions, while Twitter/X excels in direct message engagement and lead magnet distribution.

• Email Opt-in Campaigns: Facebook's Instant Forms generate 15-25% higher opt-in rates due to reduced friction, while Twitter/X relies on thread-based lead magnets that convert at 8-12% but create more engaged subscribers
• Direct Sales Funnels: Facebook's product catalog integration and dynamic retargeting create 20-30% higher purchase completion rates, whereas Twitter/X's conversational commerce requires 3-5 touchpoints for equivalent results
• Video Sales Letters (VSL): Facebook's video completion rates of 65-75% outperform Twitter/X's 25-35%, though Twitter videos that do complete often generate higher engagement and sharing
• Webinar Registration Funnels: Facebook's event integration and calendar sync features achieve 18-25% registration rates compared to Twitter/X's 8-12%, but Twitter attendees show 15% higher engagement during live sessions
• Direct Message Conversions: Twitter/X's real-time conversation features create 40-60% higher response rates for consultative sales, while Facebook Messenger requires more structured bot sequences

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How do account size and engagement levels impact CAC and ROAS on both platforms?

Micro-influencers with 10K-50K followers experience opposite CAC trends across platforms, with Twitter/X favoring smaller accounts while Facebook rewards scale.

Twitter/X's algorithm amplifies engagement-driven content regardless of follower count, allowing micro-creators to achieve viral reach at minimal cost. Accounts under 50K followers often see 25-40% lower CAC due to higher engagement rates and authentic community building.

Facebook's advertising ecosystem favors established accounts with proven conversion history. Micro-accounts face 30-50% higher CAC until they build sufficient data for algorithm optimization, typically requiring 500+ conversions for optimal performance.

Macro-influencers (500K+ followers) see reversed dynamics. Facebook's broad reach capabilities and sophisticated targeting options reduce CAC by 20-35% for established accounts, while Twitter/X's engagement rates often decline with account size, increasing per-conversion costs.

The engagement quality also differs significantly. Twitter/X micro-accounts generate more meaningful conversations and community interaction, leading to higher lifetime value despite potentially higher initial acquisition costs. Facebook macro-accounts benefit from brand recognition and social proof that reduces conversion friction.

Which niches see significantly better CAC and ROI on Twitter/X versus Facebook?

Digital products and rapid-launch strategies heavily favor Twitter/X, while physical products and established e-commerce brands perform better on Facebook.

How do retargeting and lookalike audience performance compare between platforms in 2025?

Facebook's retargeting achieves 125% conversion uplift with 0.9% click-through rates, while Twitter/X's Dynamic Product Ads deliver 30-88% CPA improvements versus standard campaigns.

Facebook's pixel-based retargeting benefits from cross-platform data integration, including Instagram and WhatsApp touchpoints. This creates more comprehensive user profiles that enable precise behavioral targeting and sequential messaging across the customer journey.

Twitter/X's retargeting relies heavily on engagement-based audiences and conversation targeting. Users who engage with tweets, follow accounts, or participate in Twitter Spaces conversations show 40-60% higher conversion rates in retargeting campaigns compared to standard interest-based targeting.

Lookalike audience performance reveals platform strengths. Facebook's lookalike audiences achieve 15-25% better conversion rates when based on high-value customer data, particularly for e-commerce and subscription businesses. Twitter/X's similar audiences perform better for engagement-focused campaigns and brand awareness objectives.

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What major CAC trends have emerged in 2025 on each platform?

Privacy-driven API changes increased Facebook CAC by 10-15%, while Twitter/X's extended ad trust-building period now requires 3 weeks for optimal performance.

Facebook's Advantage+ Shopping campaigns have become the primary cost-reduction strategy, utilizing AI optimization to reduce manual bid management overhead. Retailers implementing Advantage+ report 15-25% CAC improvements compared to traditional campaign structures.

Twitter/X introduced conversational ads and Shop Spotlight features that create interactive product discovery experiences. Brands utilizing these features see 20-35% better engagement rates and corresponding CAC reductions, particularly for impulse-purchase categories.

The iOS 14.5 impact continues affecting Facebook's attribution accuracy, forcing advertisers toward first-party data strategies and server-side tracking implementations. This technical complexity has created a 20-30% CAC increase for businesses without sophisticated tracking infrastructure.

Twitter/X's verification system changes have unexpectedly improved ad performance for verified accounts, with 15-20% lower CAC for businesses displaying verified badges compared to unverified competitors.

What is forecasted for CAC evolution in 2026 for both platforms?

Both platforms face projected 5-10% CAC increases due to inflation and tighter ad policies, but strategic shifts toward AI-driven optimization and first-party data will create new efficiency opportunities.

Facebook's roadmap emphasizes full-funnel attribution and predictive bidding algorithms that will likely reduce CAC for advertisers with comprehensive data strategies. Businesses investing in customer data platforms and server-side tracking should see 10-15% CAC improvements by late 2026.

Twitter/X plans expanded e-commerce integration and creator monetization tools that will create new advertising inventory and targeting options. The platform's focus on real-time commerce and social shopping features should reduce conversion friction and lower acquisition costs for appropriate business models.

Privacy regulations will continue reshaping both platforms. Facebook's privacy-compliant attribution models and Twitter/X's contextual targeting improvements will favor businesses that adapt quickly to cookieless advertising strategies.

AI-powered creative optimization will become standard across both platforms, potentially reducing CAC by 15-25% for businesses that embrace automated testing and personalization at scale.

In what specific conditions does Twitter/X clearly outperform Facebook in customer acquisition cost?

Twitter/X dominates when budget constraints meet rapid-launch strategies, particularly for digital products under $100 and audiences under 100K potential customers.

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Conclusion

Sources

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