Retention benchmarks measure what happens after the first conversion, including repeat purchase, renewal, reactivation, and expansion behavior. Repeat purchase rate, renewal rate, churn reduction, and reactivation efficiency.
Use these labeled KPIs together instead of judging retention 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 |
Repeat purchase rate, renewal rate, churn reduction, and reactivation efficiency. Benchmarks should be interpreted with contextual commentary, not as standalone averages.
| Funnel Stage | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Retention | 24% | 20% | 34% | 9% |
These are the main drivers that typically explain why the same headline metric changes across channels, industries, and conversion contexts.
| Factor | Why It Matters |
|---|---|
| Lifecycle segmentation and message timing | Changes how repeat purchase rate, renewal rate, churn reduction, and reactivation efficiency. |
| Customer health and product cadence | Changes how repeat purchase rate, renewal rate, churn reduction, and reactivation efficiency. |
| Offer relevance for post-purchase users | Changes how repeat purchase rate, renewal rate, churn reduction, and reactivation efficiency. |
Retention benchmarks measure what happens after the first conversion, including repeat purchase, renewal, reactivation, and expansion behavior.
Retention-stage pages should highlight customer value preservation and expansion, not just low attributed cost per action.
Retention-stage pages should highlight customer value preservation and expansion, not just low attributed cost per action.
Retention-stage pages should highlight customer value preservation and expansion, not just low attributed cost per action.
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 stay separate from acquisition benchmarks because the user already knows the brand and the economic model is different.
Benchmark repeat purchase or renewal with churn, incremental lift, and customer value contribution.