Advertiser study · Social · Nov 2026

Who advertises on Meta?

A study of 299,284 company websites with the Meta Ads tag. We look at who they are, the other advertising platforms they use, and how they break down by sector, size and geography.

An observed sample, not a global advertiser count. Tag installation indicates measurement setup; it does not establish active spending.

Who over-indexes

28%of Hotels, Lodging & Travel sites carry the Meta Ads tag, against 13% across the panel.

Channel mix

2 of 14major ad channels for the median Meta advertiser; 29% run Meta and nothing else.

1,265,518
company websites analysed: 299,284
domains with the Meta Ads tag: #2
of 14 ad platforms: 27%
headquartered in United States

Where Meta ranks

Share of the 463,323 sites in our tag-manager panel with each platform’s tag. Meta appears on 192,254 of these sites. Snapshot: 1 Nov 2026.

Major ad channels

Google Ads82%
Meta Ads41%
LinkedIn Ads25%
Microsoft Ads14%
TikTok Ads6.2%
ChatGPT Ads (OpenAI)3.9%
Reddit Ads3.3%
X Ads3.1%
Pinterest Ads2.6%
The Trade Desk2.3%
Snapchat Ads1.6%
Spotify Ads0.7%
Quora Ads0.5%
Nextdoor Ads0.2%

Who is most likely to advertise on Meta

The share of company websites in each segment with the Meta Ads tag, out of 2,165,450 company websites we scanned. The tick is the overall average (13%).

Sites in the segment with the Meta Ads tagPanel average (13%)

% of company websites, by sector (highest)

Hotels, Lodging & Travel28% · 2.1×
Retail (physical / general)25% · 1.9×
Banking23% · 1.8×
Pet Services23% · 1.8×
Arts, Culture & Live Entertainment23% · 1.8×
Wellness, Fitness & Alternative23% · 1.8×
Restaurants & Food Service22% · 1.7×
Childcare & Family22% · 1.7×
Automotive & Mobility Manufacturing21% · 1.6×
Home, Furniture & Décor21% · 1.6×

Least likely: Civil & Structural Engineering (4.4%), Research & Think Tanks (4.9%) and Oil, Gas & Mining (6.6%).

% of company websites, by company size

16.4% · 0.5×
2–109.3% · 0.7×
11–5013% · 1.0×
51–20016% · 1.2×
201–50018% · 1.3×
501–1,00019% · 1.5×
1,001–5,00021% · 1.6×
5,001–10,00021% · 1.6×
10,001+18% · 1.4×

% of company websites, by HQ country

Finland23% · 1.8×
Belgium22% · 1.7×
Brazil20% · 1.5×
Sweden20% · 1.5×
Australia18% · 1.4×
Canada16% · 1.2×
Greece15% · 1.2×
United States15% · 1.2×
Netherlands15% · 1.1×
Italy15% · 1.1×
Mexico14% · 1.1×
Vietnam14% · 1.1×

How many channels Meta advertisers run

How many of the 14 major ad channels each site runs, Meta included: the 283,223 sites with the Meta Ads tag against all 491,552 panel sites that run at least one. Median: 2 vs 2. 29% run Meta as their only major channel.

Meta advertisersAll advertisers in the panel

Major ad channels per site

1 channel29% · 49%
2 channels34% · 27%
3 channels20% · 13%
4 channels9.4% · 5.9%
5 channels4.3% · 2.6%
6+ channels3.7% · 2.2%

Who advertises on Meta

Each bar is shown against the same group’s share of all the sites we analysed (the tick), since our sample leans B2B. Above the tick means over-represented among Meta advertisers. Sector and business-model categories can overlap.

Meta advertisersShare among all sites we analysed

By sector

Events & Experiences6.1% · 3.9% · 1.6×
IT Services & Consulting5.9% · 7.6% · 0.8×
Advertising & Media Agencies5.8% · 5.2% · 1.1×
Training, Coaching & Vocational5.7% · 4.8% · 1.2×
Management & Strategy Consulting4.9% · 7.7% · 0.6×
EdTech & E-Learning4.7% · 3.4% · 1.4×
Nonprofits & NGOs4.7% · 5.4% · 0.9×
Hotels, Lodging & Travel4.5% · 2.4% · 1.9×
Construction & Contracting4.5% · 5.9% · 0.8×
SaaS / Cloud4.3% · 3.5% · 1.2×

By business model

B2B56% · 58% · 1.0×
Agency / Services33% · 39% · 0.8×
B2C28% · 19% · 1.5×
SaaS16% · 15% · 1.1×
Manufacturer16% · 17% · 1.0×
Enterprise / Sales-led14% · 17% · 0.8×
Distributor / Wholesale7.7% · 8.5% · 0.9×
D2C5.6% · 5.2% · 1.1×

By company size (employees)

10.7% · 1.5% · 0.5×
2–1020% · 29% · 0.7×
11–5037% · 38% · 1.0×
51–20023% · 19% · 1.2×
201–5008.9% · 6.5% · 1.4×
501–1,0004.2% · 2.8% · 1.5×
1,001–5,0004.0% · 2.5% · 1.6×
5,001–10,0000.7% · 0.4% · 1.7×
10,001+0.7% · 0.5% · 1.4×

By headquarters country

United States27% · 24% · 1.1×
Brazil8.2% · 5.4% · 1.5×
United Kingdom7.6% · 9.1% · 0.8×
India7.6% · 9.7% · 0.8×
Netherlands4.9% · 4.3% · 1.1×
Italy4.5% · 4.0% · 1.1×
Australia4.5% · 3.3% · 1.4×
Canada4.4% · 3.8% · 1.2×
France3.9% · 7.1% · 0.6×
Spain3.3% · 3.8% · 0.9×

Which advertising audiences overlap most?

Sites with the Nextdoor Ads tag are 2.2× as likely to carry the Meta Ads tag as the average site in our panel. This is a snapshot of overlap, not a measure of adoption speed.

Sites with both platforms’ tagsFull-panel average (41.5%)

Nextdoor Ads90% · 2.2×
Snapchat Ads90% · 2.2×
Spotify Ads89% · 2.1×
TikTok Ads88% · 2.1×
Quora Ads84% · 2.0×
Pinterest Ads81% · 2.0×
X Ads80% · 1.9×
The Trade Desk78% · 1.9×
Reddit Ads75% · 1.8×
ChatGPT Ads (OpenAI)73% · 1.7×
Microsoft Ads64% · 1.6×
LinkedIn Ads58% · 1.4×
Google Ads38% · 0.9×

The companies behind the tags

40 matched company profiles, ordered by LinkedIn following. Inclusion indicates a detected tag, not a confirmed active campaign.

Company	Industry	Size	HQ
Nestlé nestle.com	Food & Beverage (CPG / manufacturing)	10,001+	Switzerland
Netflix jobs.netflix.com	Broadcasting & Streaming	10,001+	United States
Johnson & Johnson jnj.com	Pharmaceuticals	10,001+	United States
HCLTech hcltech.com	IT Services & Consulting	10,001+	India
Procter & Gamble pg.com	Beauty & Personal Care	10,001+	United States
The Coca-Cola Company coca-colacompany.com	Food & Beverage (CPG / manufacturing)	10,001+	United States
Tech Mahindra techmahindra.com	IT Services & Consulting	10,001+	India
Crossover crossover.com	HR, Staffing & Recruiting	5,001–10,000	United States
Vagas.com vagas.com.br	HR, Staffing & Recruiting	51–200	Brazil
World Health Organization who.int	Public Health	5,001–10,000	Switzerland
GenAI Works genai.works	AI / ML	51–200	United States
Tata Group tata.com	Financial Services (diversified)	10,001+	India
Genpact genpact.com	Business Support & BPO	10,001+	United States
UNICEF unicef.org	Nonprofits & NGOs	10,001+	United States
Insight Global insightglobal.com	HR, Staffing & Recruiting	10,001+	United States
Chevron chevron.com	Oil, Gas & Mining	10,001+	United States
GE ge.com	Aerospace & Defense	10,001+	United States
Sanofi sanofi.com	Pharmaceuticals	10,001+	France
Novartis novartis.com	Pharmaceuticals	10,001+	Switzerland
Vale vale.com	Oil, Gas & Mining	10,001+	Brazil
bp bp.com	Oil, Gas & Mining	10,001+	United Kingdom
Boeing boeing.com	Aerospace & Defense	10,001+	United States
Concentrix concentrix.com	Business Support & BPO	10,001+	United States
Banco Bradesco banco.bradesco	Banking	10,001+	Brazil
Petrobras petrobras.com.br	Oil, Gas & Mining	5,001–10,000	Brazil
Hewlett Packard Enterprise hpe.com	IT Services & Consulting	10,001+	United States
ManpowerGroup manpowergroup.com	HR, Staffing & Recruiting	10,001+	United States
TP tp.com	Business Support & BPO	10,001+	France
SLB slb.com	Oil, Gas & Mining	10,001+	United States
GE Vernova linktree.com	Renewable Energy & Cleantech	10,001+	United States
Mercado Libre careers-meli.mercadolibre.com	Ecommerce & Online Retail	10,001+	Argentina
Lockheed Martin lockheedmartin.com	Aerospace & Defense	10,001+	United States
Adani Group adani.com	Utilities & Power	10,001+	India
CNN cnn.com	Broadcasting & Streaming	1,001–5,000	United States
Starbucks starbucks.com	Restaurants & Food Service	10,001+	United States
Axis Bank axis.bank.in	Banking	10,001+	India
Harvard University harvard.edu	K-12 & Higher Education	10,001+	United States
FGV - Fundação Getulio Vargas fgv.br	K-12 & Higher Education	1,001–5,000	Brazil
GE HealthCare gehealthcare.com	Medical Devices & Diagnostics	10,001+	United States
Majid Al Futtaim majidalfuttaim.com	Retail (physical / general)	10,001+	United Arab Emirates

Get the complete list of 295,084 Meta Ads advertisers

Every company we've detected, filterable by sector, size and location, with the marketing leaders to contact. And it's a live list: we re-scan monthly, so you see who just added the Meta Ads tag and who removed it. Book a call and we'll walk you through it.

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Building something?Check any domain’s ad tags via API: company_tech on gtm.dev →

How to check a site for the Meta Ads tag

Open the site in Chrome and open DevTools (⌥⌘I on Mac, Ctrl+Shift+I on Windows), then the Network tab.
Reload and filter for connect.facebook.net. A request to it (or www.facebook.com) means the tag is live on that page.
Not there? It may only fire on conversion pages, or sit inside Google Tag Manager. Search the container’s tags (or the gtm.js response) for connect.facebook.net.

Meta advertisers: common questions

Is this the total number of Meta advertisers?

No. We detected the Meta Ads tag on 299,284 domains among 1,265,518 company websites analysed. This is an observed sample of companies and startups, not an estimate of the platform's whole advertiser base.

Which advertisers are most likely to also use Meta?

In our comparison panel, 90% of sites with the Nextdoor Ads tag also carry the Meta Ads tag, against 41.5% of the full panel. Next come Snapchat Ads (90%), Spotify Ads (89%) and TikTok Ads (88%).

Which companies use Meta for advertising?

They include Nestlé, Netflix, Johnson & Johnson, HCLTech and Procter & Gamble. The table on this page lists more.

How does Meta compare to other ad platforms?

Within our 463,323-site tag-manager panel, Meta ranks #2 of 14 major ad platforms by detected sites — ahead of LinkedIn Ads, Microsoft Ads, TikTok Ads, ChatGPT Ads (OpenAI) and Reddit Ads, behind Google Ads.

Which industries are most likely to advertise on Meta?

In our tag-manager panel, Hotels, Lodging & Travel (28% of sites), Retail (physical / general) (25% of sites) and Banking (23% of sites) are the most likely to carry the Meta Ads tag, against 13% of all matched sites. The least likely are Civil & Structural Engineering (4.4%) and Research & Think Tanks (4.9%).

How many other ad channels do Meta advertisers use?

The median site with the Meta Ads tag runs 2 of the 14 major ad channels we track (including Meta), against 2 for the median site that runs any of them. 29% use Meta as their only major channel.

What is connect.facebook.net?

It serves Meta pixel — the tag advertisers add so Meta can measure ad clicks and conversions on their own site. Its presence means a site has set up Meta Ads measurement; it does not tell you how much, or whether, they are currently spending.

How can I check if a website has the Meta Ads tag?

Open the site in Chrome, open DevTools → Network, reload, and filter for "connect.facebook.net". A request to it means the tag is live on that page. If the site uses Google Tag Manager, the tag can also sit inside the container and fire only on certain pages.

How we built the sample. Across 1,265,518 websites analysed, we identified 192,254 domains through tag managers and 128,320 through live-site detection. Removing 21,290 overlapping domains gives 299,284 detected domains.

How the comparison works. Rankings and platform overlap use the same 463,323-domain tag-manager panel. They exclude detections found only through live-site scans. Company profiles are matched by domain; a company may have multiple domains.

Adoption by segment and channel mix. These cover every company website we scanned, matched to its company profile; a platform counts if we found its tag in the site’s tag manager or live on the page. Tag-manager containers shared across many unrelated sites (store builders, parked domains) count only for their owner. Sites on hosted builders (Shopify, Wix, Squarespace, Salla and similar) are left out of these two views, because their built-in ad integrations add pixels we can’t observe. Sector is each company’s primary sector; segments need at least 300 sites.

What this cannot tell us. A tag may be installed without an active campaign. These observations do not measure spending, impressions or global market share. The sample reflects our company coverage and is not a random sample of all websites.

More advertiser studies

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