What is a Benchmark?
Abenchmarkis a reference point or average value against which you measure your own performance.In marketing, you use benchmarks to assess whether your results are good, average or below average compared to the industry or your historical data.Types of benchmarksInternal benchmarks:
your own historical performance as a reference (last month, last year).External benchmarks:
Industry averagesfor metrics such as open rate, CTR, conversion rate and CPA.Competitive benchmarks:performance of direct competitors via tools such as Ahrefsor Similarweb.Benchmarks per channelEmail open rate benchmark:Open Rate5 to 10 percent for search ads.E-commerce conversion rate:CTR1Conversion RatetheseCPAguidelines,not absolute standards: context determines everything.Benchmarking in practiceBenchmarks are most useful as a starting point and motivation.A CPA
that is above the benchmark is a signal to optimize.A ROAS
above the benchmark gives confidence to scale.AreCTRbenchmarks always reliable?They provide guidance,Conversion Ratevaries enormously per company,Engagement Ratioseason.Use your own historical data as a primary benchmark.Where can I find reliable benchmarks?Via Google Ads