Asana advertising spend, FY2026
Asana (ASAN) reported $72.3M of advertising expense for the fiscal year ended Jan 31, 2026. That is 9.1% of revenue of $791M. Down 3.6% from FY2025.
Key facts
- Ad spend is 1.1x its FY2021 level ($68M), slower than revenue (3.5x).
- The highest year on file is FY2023 at $118M; FY2026 is 39% below it.
- Largest increase +96.0% in FY2020; largest cut -32.8% in FY2024.
- Ad spend has fallen 3 years in a row.
- Ad spend is 9.1% of revenue, down from 30.0% in FY2021.
- Asana spends more on advertising than 13% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 2.0x the median of 4.6%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2026 | Jan 31, 2026 | $72.3M | -3.6% | $791M | 9.1% | AdvertisingExpense | 10-K Mar 13, 2026 |
| FY2025 | Jan 31, 2025 | $75M | -5.5% | $724M | 10.4% | AdvertisingExpense | 10-K Mar 13, 2026 |
| FY2024 | Jan 31, 2024 | $79.4M | -32.8% | $653M | 12.2% | AdvertisingExpense | 10-K Mar 13, 2026 |
| FY2023 | Jan 31, 2023 | $118M | +35.1% | $547M | 21.6% | AdvertisingExpense | 10-K Mar 18, 2025 |
| FY2022 | Jan 31, 2022 | $87.4M | +28.5% | $378M | 23.1% | AdvertisingExpense | 10-K Mar 14, 2024 |
| FY2021 | Jan 31, 2021 | $68M | +74.4% | $227M | 30.0% | AdvertisingExpense | 10-K Mar 24, 2023 |
| FY2020 | Jan 31, 2020 | $39M | +96.0% | $143M | 27.3% | AdvertisingExpense | 10-K Mar 24, 2022 |
| FY2019 | Jan 31, 2019 | $19.9M | n/a | $76.8M | 25.9% | AdvertisingExpense | 10-K Mar 30, 2021 |
What the figure is
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Compared with similar spenders
The 6 companies closest to Asana in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 397 | Docusign | $74.5M | 2.3% | -5.7% | FY2026 |
| 398 | Valvoline | $74.3M | 4.3% | +7.1% | FY2025 |
| 399 | A.K.A. Brands | $74.1M | 12.3% | -0.8% | FY2025 |
| 400 | Asana | $72.3M | 9.1% | -3.6% | FY2026 |
| 401 | Biogen | $71.9M | 0.7% | +7.6% | FY2025 |
| 402 | Insight Enterprises | $71.4M | 0.9% | -6.2% | FY2025 |
| 403 | Rubrik | $70.8M | 5.4% | +98.9% | FY2026 |
Questions
How much does Asana spend on advertising?
Asana spent $72.3M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 13, 2026.
What percentage of revenue does Asana spend on advertising?
9.1% of revenue in fiscal 2026 ($72.3M of $791M). The median across the 458 companies tracked is 4.6%.
Is Asana spending more on advertising?
No. Ad spend fell 3.6% in fiscal 2026 from fiscal 2025. It has fallen 3 years in a row.
How does Asana rank by advertising spend?
#400 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.
What does Asana's advertising figure include?
Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).
Source
- Filing
- 10-K for FY2026, filed Mar 13, 2026
- Accession number
0001477720-26-000021- Company
- Asana, Inc., CIK 1477720, SIC 7372 (Services-Prepackaged Software)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Asana advertising spend, FY2019-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 13, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/asana/advertising-spend/
- Download
- CSV, all years · CSV, all 458 companies