B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
2
2 -- roas for Cross-industry average (H2 2025)
In Billo's internal analysis of over 80,000 Meta video ads covering H2 2025 performance, the cross-industry average ROAS was 2.41.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
2
Unit
Multiple
Data Vintage
H2 2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Billo
Primary
Tier A
https://billo.app/blog/ugc-for-beauty-skincare-brands/ ↗
Source Article
UGC for beauty & skincare brands: ads that actually convert
UGC for beauty & skincare brands: ads that actually convert
Health & Beauty has the highest hook rate of any category in Billo’s dataset: 28.34% vs a 24.42% cross-industry average. Your audience is already primed to engage. The question is – how to make them convert.
TL;DR
- Beauty category ROAS ave…
Original Research
Billo
· Original study ↗
Methodology
Billo’s internal analysis of over 80,000 Meta video ads
Segmentation
Industrymarketing
Cite this stat
Plain Text
Cross-industry average: 2 roas. Source: Billo (H2 2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/billo_cross_industry_roas
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<blockquote cite="https://lighthousedata.io/data/billo_cross_industry_roas" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2</strong> -- roas for Cross-industry average<br><small>Source: Billo (H2 2025) · <a href="https://lighthousedata.io/data/billo_cross_industry_roas" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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