Ad Traffic Report · Oct 20–26, 2026

Which EU audiences got crowded on Meta, Oct 20–26, 2026

Category Radar re-reads Meta's EU transparency data for 1,848 ads every day. Over these 6 days, here is where each category's delivery went, lane by lane, and which lanes everyone fought over.

This week

1,848 ads from 202 advertisers reached 21.2M new people in the EU.
The top 10% of ads took 80% of that reach; the top 1% took 25%.
Most crowded lane: Women 35–44 in skincare, where 45 of 60 advertisers pushed 10%+ of their new reach.
Roomiest lane with real delivery: Men 55–64 in skincare, 7.2% of the category's new reach with only 7 of 60 advertisers there.
7 of 58 brands with 5+ tracked ads got 80%+ of their new reach from just two ads.

Lane grade = share of the category's advertisers pushing into it: AopenBlightCsteadyDbusyEheavyFjammed · how it's measured

Skincare

6.9M new people reached · 60 advertisers delivering · 923 ads tracked

WomenMen

18–24B11 of 60 advertisers7.1% of reach A4 of 60 advertisers3.5% of reach

25–34E35 of 60 advertisers15.9% of reach B8 of 60 advertisers6.3% of reach

35–44F45 of 60 advertisers15.6% of reach B11 of 60 advertisers6.4% of reach

45–54F42 of 60 advertisers13.2% of reach B8 of 60 advertisers7.3% of reach

55–64D26 of 60 advertisers8.8% of reach B7 of 60 advertisers7.2% of reach

65+B9 of 60 advertisers5.2% of reach A1 of 60 advertisers3.6% of reach

JammedWomen 35–44 and Women 45–54: up to 45 of 60 advertisers push there.

OpenMen 55–64: 7.2% of the new reach with 7 advertisers focused there.

Biggest pushers

#	Advertiser	New reach	Ads gaining	Main lane
1	Medicube	1.1M	12 of 20	Women 55–64
2	Skin + Me	539.1k	11 of 11	Women 25–34
3	Douglas Cosmetics	526.3k	13 of 33	Women 25–34
4	Belle Body	439.3k	13 of 20	Women 25–34
5	MaleUp	348.5k	23 of 29	Men 45–54

Open skincare in Category Radar →

Beauty devices

4.7M new people reached · 26 advertisers delivering · 129 ads tracked

WomenMen

18–24A2 of 26 advertisers4.0% of reach A2 of 26 advertisers3.5% of reach

25–34D14 of 26 advertisers13.1% of reach C7 of 26 advertisers10.5% of reach

35–44F24 of 26 advertisers14.2% of reach B5 of 26 advertisers8.6% of reach

45–54F20 of 26 advertisers12.1% of reach B4 of 26 advertisers6.2% of reach

55–64E15 of 26 advertisers11.2% of reach A1 of 26 advertisers6.2% of reach

65+C9 of 26 advertisers6.6% of reach A0 of 26 advertisers3.8% of reach

JammedWomen 35–44 and Women 45–54: up to 24 of 26 advertisers push there.

OpenMen 35–44: 8.6% of the new reach with 5 advertisers focused there.

Biggest pushers

#	Advertiser	New reach	Ads gaining	Main lane
1	Amazon.de	3.7M	16 of 20	Women 25–34
2	Avelia	509.6k	20 of 20	Women 55–64
3	Dyson	147.4k	2 of 2	Men 35–44
4	Nudecosmetics	114.9k	13 of 26	Women 35–44
5	Ganzheitliche Hautpflege 50+	45.8k	1 of 1	Women 55–64

Open beauty devices in Category Radar →

Dietary supplements

3.4M new people reached · 26 advertisers delivering · 207 ads tracked

WomenMen

18–24A0 of 26 advertisers2.7% of reach C8 of 26 advertisers9.3% of reach

25–34B6 of 26 advertisers8.6% of reach E17 of 26 advertisers21.1% of reach

35–44D11 of 26 advertisers10.4% of reach E16 of 26 advertisers12.3% of reach

45–54C9 of 26 advertisers8.9% of reach C10 of 26 advertisers7.5% of reach

55–64C8 of 26 advertisers7.6% of reach B3 of 26 advertisers5.4% of reach

65+A2 of 26 advertisers4.0% of reach A0 of 26 advertisers2.2% of reach

JammedMen 25–34 and Men 35–44: up to 17 of 26 advertisers push there.

OpenMen 55–64: 5.4% of the new reach with 3 advertisers focused there.

Biggest pushers

#	Advertiser	New reach	Ads gaining	Main lane
1	shop-apotheke.com	1.4M	28 of 33	Women 55–64
2	ESN	633.6k	16 of 20	Men 25–34
3	Bodylab24	397.4k	15 of 19	Men 25–34
4	Optimum Nutrition	297k	7 of 8	Men 25–34
5	Cloudless EU	173.4k	10 of 20	Men 25–34

Open dietary supplements in Category Radar →

Pet food and pet supplements

1.4M new people reached · 18 advertisers delivering · 127 ads tracked

WomenMen

18–24A1 of 18 advertisers4.8% of reach A1 of 18 advertisers3.9% of reach

25–34E12 of 18 advertisers13.1% of reach C5 of 18 advertisers9.1% of reach

35–44F13 of 18 advertisers13.5% of reach C5 of 18 advertisers9.2% of reach

45–54F15 of 18 advertisers12.2% of reach B2 of 18 advertisers7.9% of reach

55–64E11 of 18 advertisers10.8% of reach B2 of 18 advertisers7.9% of reach

65+A1 of 18 advertisers4.2% of reach A0 of 18 advertisers3.3% of reach

JammedWomen 45–54 and Women 35–44: up to 15 of 18 advertisers push there.

OpenMen 35–44: 9.2% of the new reach with 5 advertisers focused there.

Biggest pushers

#	Advertiser	New reach	Ads gaining	Main lane
1	animonda	340.1k	6 of 7	Men 55–64
2	Butternut Box Deutschland	275k	8 of 12	Women 35–44
3	The Better Cat	221.4k	17 of 18	Women 25–34
4	MjAMjAM Petfood	219.9k	16 of 19	Men 25–34
5	WOLFSBLUT Hundefutter	86.3k	1 of 1	Women 25–34

Open pet food and pet supplements in Category Radar →

Hair care

370.1k new people reached · 11 advertisers delivering · 15 ads tracked

WomenMen

18–24C4 of 11 advertisers13.1% of reach C3 of 11 advertisers1.5% of reach

25–34F9 of 11 advertisers35.0% of reach C3 of 11 advertisers2.6% of reach

35–44F8 of 11 advertisers40.0% of reach B2 of 11 advertisers1.4% of reach

45–54D6 of 11 advertisers2.4% of reach A1 of 11 advertisers0.8% of reach

55–64B2 of 11 advertisers1.6% of reach A1 of 11 advertisers0.7% of reach

65+A1 of 11 advertisers0.6% of reach A0 of 11 advertisers0.3% of reach

JammedWomen 25–34 and Women 35–44: up to 9 of 11 advertisers push there.

OpenWomen 18–24: 13.1% of the new reach with 4 advertisers focused there.

Biggest pushers

#	Advertiser	New reach	Ads gaining	Main lane
1	OGX Beauty Germany	285.9k	1 of 1	Women 35–44
2	Konzept Weiss München	19.4k	1 of 1	Women 25–34
3	Vetain	19.3k	1 of 1	Men 25–34
4	Konzept Weiss Frankfurt	10.2k	1 of 1	Men 25–34
5	LVATE Face Aesthetics	8.5k	3 of 3	Women 25–34

Open hair care in Category Radar →

Riding on two ads

Brands with 5+ tracked ads and 10k+ new reach whose two biggest ads carried 80%+ of it. Like a bridge on one beam: when those two tire, delivery has nothing else to stand on.

Optimum NutritionDietary supplements · 8 ads tracked84% of 297k new reach came from these two

Cloudless EUDietary supplements · 20 ads tracked86% of 173.4k new reach came from these two

CaudalieSkincare · 28 ads tracked95% of 68.7k new reach came from these two

BELCANDOPet food and pet supplements · 11 ads tracked83% of 68k new reach came from these two

KaufWonneCleaning and household · 23 ads tracked84% of 26k new reach came from these two

Paula's ChoiceSkincare · 14 ads tracked82% of 22.6k new reach came from these two

How to read this

Source. Meta's EU ad transparency data (the Digital Services Act disclosure in the Ad Library): each ad's cumulative EU reach and its age × gender split. Category Radar re-reads it for every tracked ad once a day.
New people reached is how much each ad's cumulative EU reach grew between the first and last day of the window. An ad launched inside the window counts all of its reach.
Lanes are the 12 age × gender cells. Each ad's new reach is split across them by its latest breakdown.
Grades are a level of service, borrowed from traffic engineering: the share of the category's delivering advertisers (those reaching 1,000+ new people) that put 10%+ of their new reach into the lane. A 0%+, B 10%+, C 25%+, D 40%+, E 55%+, F 70%+. Categories with fewer than 8 delivering advertisers aren't graded.
Categories are per advertiser: the category most of its ads carry in Radar.
What this isn't. Not spend, not CPM, not performance. Reach is delivery, and how long or how widely an ad is delivered is the advertiser's and Meta's decision, not a measured result. It covers only the ads Radar tracks (mostly German-market crawls) and only EU delivery.

Data: download this edition as JSON. Generated 2026-10-26.