Brands that advertise on X achieve 5.42x ROAS – 143% higher than their average across other platforms

A new independent analysis from Prescient AI has found that X delivered the highest marketing efficiency of any channel measured over a 12-month period, making it the most efficient advertising dollar across all platforms studied.

Prescient AI, an independent marketing measurement platform specializing in Marketing Mix Modelling (MMM), examined campaign data between June 2025 and June 2026 from a range of direct-to-consumer (D2C) and omnichannel advertisers across technology, apparel and accessories, health and wellness, and home. The study found that brands that had advertised on X for three or more months recorded an average return on ad spend (ROAS) of 5.42x. This was 143% higher than the same brands’ average ROAS across all other channels.

Once Prescient's MMM gave marketers a clear view of X's full incremental contribution to sales – not just the immediate click – they scaled their investment with confidence, growing spend by 101% over the following three months.

Full-funnel contribution

The study additionally analyzed where these returns originated. It found that:

Two-thirds of X’s measured impact came from demand creation

One-third came from immediate conversion

These findings position X as a powerful driver for both prospecting and performance, effective across the upper and lower funnel.

Nathan Kornish, Partnerships at Prescient AI said: “What stood out in this study was the consistency of X’s performance across the full funnel. In most channels we measure, returns tend to skew heavily toward either demand creation or conversion – X is one of the few that consistently delivers strong results in both, across modeled brands.”

@Monique_X, Head of Global Advertising at SpaceXAI, said: “This study confirms what we’re seeing from advertisers every day on our platform. X delivers across the full funnel – and once brands are aware of that impact, they scale with confidence. It’s a powerful combination of cultural relevance and commercial performance.”

Prescient AI recommends that brands run X across the full funnel.