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Common Thread Collective: Q1 2026 Channel Mix Benchmark

A quarterly report on ad spend and revenue across direct-to-consumer brands. We compare a brand’s blended ROAS with its median.

1. 1

   1 · The source

   It counts 299 direct-to-consumer brands over one quarter.

   Publisher	Common Thread Collective, an ecommerce agency
   Published	April 2026
   Who it covers	299 direct-to-consumer brands
   Period	January to March 2026
   Who counts	Only brands with ad spend on all 90 days of the quarter
   Data	Statlas, Common Thread Collective’s own ecommerce data platform
   Original	commonthreadco.com/pages/q1-2026-channel-mix-benchmark ↗
   We last read it	Sep 30, 2026

2. 2

   2 · The figures we use

   One figure, for blended ROAS.

   Metric	Their figure	Statistic	How theirs differs
   Blended ROAS	4.23×	Median	One quarter, not 12 months. Their ad spend leaves out Amazon Ads.

   “MER (Marketing Efficiency Ratio) = Total Revenue / Total Ad Spend.”

3. 3

   3 · What we leave out

   The page has more figures than the ones we use.

   The report also shows a contribution margin of 29.3%. It doesn’t say whether that’s a median or an average, or what it subtracts, so we don’t compare with it.

   The report splits the ad spend by platform and by spend tier. We compare a brand with the median across all of them.