Compare benchmark targets by business model, company profile, and growth motion instead of forcing one benchmark set across every company type.
A practical KPI stack for comparing business types. Use the conversion-type dropdown above to recalculate conversion-sensitive metrics before opening a more specific page.
| 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 |
Business model changes benchmark expectations because sales cycles, AOV, LTV, and operational constraints vary more than many teams realize.
| Business Type | Benchmark Focus | Primary Median | Related KPIs |
|---|---|---|---|
| B2B | CPL, MQL-to-SQL rate, opportunity rate, CAC, and payback logic. | $74 | CTR · CPC · CVR · CPA · CPM · ROAS |
| Ecommerce | Purchase rate, ROAS, MER, AOV, repeat purchase rate, and cart recovery. | 2.6x | CTR · CPC · CVR · CPA · CPM · ROAS |
| Local Services | Call rate, booked-appointment rate, cost per lead, and local pack conversion. | $39 | CTR · CPC · CVR · CPA · CPM · ROAS |
| SaaS | Trial-start rate, demo rate, CAC, activation, and payback period. | $94 | CTR · CPC · CVR · CPA · CPM · ROAS |
| Enterprise | Cost per opportunity, meeting-book rate, pipeline per lead, and sales velocity. | $176 | CTR · CPC · CVR · CPA · CPM · ROAS |
| Franchise | Lead cost, booked rate, local conversion efficiency, and location-level variance. | $46 | CTR · CPC · CVR · CPA · CPM · ROAS |
| Multi-Location | Location-level CPL, booked rate, review impact, and benchmark variance across markets. | $51 | CTR · CPC · CVR · CPA · CPM · ROAS |
| Marketplace | CAC, activation rate, supply-side quality, and revenue efficiency. | $81 | CTR · CPC · CVR · CPA · CPM · ROAS |
| Subscription | CAC, activation rate, trial-to-paid conversion, and renewal or retention performance. | $97 | CTR · CPC · CVR · CPA · CPM · ROAS |
| Agency | Lead rate, booked-meeting rate, qualified-opportunity rate, and close efficiency. | 3.9% | CTR · CPC · CVR · CPA · CPM · ROAS |
Generic cross-channel averages miss the signal that matters. Compare benchmark targets by business model, company profile, and growth motion instead of forcing one benchmark set across every company type.
Business model changes benchmark expectations because sales cycles, AOV, LTV, and operational constraints vary more than many teams realize.
Each hub connects to broader benchmark context and more specific breakdowns — so you can move from a general question to a benchmark range that fits your actual campaign.
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.
Compare benchmark targets by business model, company profile, and growth motion instead of forcing one benchmark set across every company type. Using a single blended average across all business types hides the performance differences that matter most for campaign planning.
Start with the hub to find the business type that matches your campaign context, then use the median as a baseline target and the P75 as an achievable stretch goal. Avoid using benchmarks from a different business type as your target — the ranges can differ significantly.