15% -- wasted paid acquisition budget share for Paid acquisition budgets at DTC brands (spend on customers who never return) (2026)

The wasted paid acquisition budget share for Paid acquisition budgets at DTC brands (spend on customers who never return) is 15% as of 2026 according to Adzeta. This figure is the primary benchmark in the Lighthouse dataset for this segment. Individual results vary by region, channel mix, and audience quality.

A strong wasted paid acquisition budget share benchmark for Paid acquisition budgets at DTC brands (spend on customers who never return) is 15%, using the current serving value as of 2026. This is one serving-eligible observation, not a distribution median; top-quartile comparisons require the underlying distribution. Vertical, audience size, and campaign type all shift what 'good' means.

The published wasted paid acquisition budget share serving value for Paid acquisition budgets at DTC brands (spend on customers who never return) is 15% as of 2026. Individual sectors and audiences may differ substantially; this single observation does not establish an aggregate mean. Quartile comparisons require the underlying distribution, which is not implied by this record.

Primary drivers of wasted paid acquisition budget share variation for Paid acquisition budgets at DTC brands (spend on customers who never return) include audience segmentation, timing, and channel selection. Methodology documents campaign factors, but this serving record does not quantify the effect of personalization. The current serving value is 15% as of 2026.

For a paid media manager, the published wasted paid acquisition budget share serving value is 15%; it is an evidence-grade reference, not a personalized target as of 2026. Any performance goal should account for channel mix and audience. Review the methodology before operational decisions; a gap from this serving value does not by itself indicate a structural issue.