Meta's reach is gigantic, their data is detailed and expansive. You're actually paying less on average when spending on Meta platforms than you are elsewhere, and likely getting more back. This is why companies are comfortable with throwing an ad campaign on Meta platforms just to get email signups, there was a blog on Shopify where a smaller company talked about spending $5000 for a newsletter ad, and per new subscriber they only spent $1.50 on the ad campaign. Even though technically they've really lost money on such a situation, they feel comfortable doing it again on calculations for future revenue.