Comparison-page benchmarks support high-intent research and tend to work best in SEO, paid search, and warm retargeting journeys. CTR, engaged time, conversion rate, and assisted pipeline.
Use these labeled KPIs together instead of judging comparison page performance from one headline number. Conversion-sensitive metrics update when you change the conversion type above.
| Metric | Median | Top Quartile | What It Tells You |
|---|---|---|---|
| CTR | 2.4% | 4.1% | Creative and message-to-audience fit |
| CPC | $2.80 | $1.65 | Click acquisition efficiency |
| CVR | 3.4% | 6.2% | Landing-page and offer effectiveness |
| CPA | $82 | $45 | Cost to generate the selected conversion |
| CPM | $12.40 | $7.80 | Auction pressure and reach efficiency |
| ROAS | 3.1x | 5.2x | Revenue efficiency where purchase value is tracked |
CTR, engaged time, conversion rate, and assisted pipeline. Benchmarks should be interpreted with contextual commentary, not as standalone averages.
| Asset | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Comparison Page | 5.1% | 4.0% | 7.6% | 1.8% |
These are the main drivers that typically explain why the same headline metric changes across channels, industries, and conversion contexts.
| Factor | Why It Matters |
|---|---|
| Competitor relevance and naming clarity | Changes how ctr, engaged time, conversion rate, and assisted pipeline. |
| Proof depth and transparent differentiation | Changes how ctr, engaged time, conversion rate, and assisted pipeline. |
| Strong next-step CTA selection | Changes how ctr, engaged time, conversion rate, and assisted pipeline. |
Comparison-page benchmarks support high-intent research and tend to work best in SEO, paid search, and warm retargeting journeys.
Comparison pages usually outperform broad educational content on conversion intent because they sit close to an active decision point.
Comparison pages usually outperform broad educational content on conversion intent because they sit close to an active decision point.
Comparison pages usually outperform broad educational content on conversion intent because they sit close to an active decision point.
The Benchmarketing 4-Band Method. The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Where the numbers come from. The figures on this page come from the Benchmarketing benchmark dataset — thousands of curated benchmark observations across channels, industries, and US metro areas. Every statistic traces to a named source: WordStream Google Ads Benchmarks (2024), Meta Business Insights (2024), HubSpot Email Marketing Report (2024), Unbounce Conversion Benchmark Report (2024), Databox Marketing Benchmark Report (2024), Benchmarketing Platform Data (2023–2024). Benchmarketing does not publish anonymous "studies show" figures.
The Benchmarketing position. Beating the cross-industry average is a vanity milestone, not a target. Compare your number to the P25–P75 band for your specific industry and channel; if you are above average but below your industry's P75, you are leaving performance on the table.
They usually convert better than generic blog content because users visiting them are already evaluating options and looking for proof.
Clear positioning, honest tradeoff framing, strong proof, and a CTA that matches user readiness tend to matter most.