Benchmark performance by creative and content format so teams can compare video, landing pages, guides, forms, and comparison content fairly.
A practical KPI stack for comparing assets. 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 |
| Asset | Benchmark Focus | Primary Median |
|---|---|---|
| Video | View rate, completion rate, CTR, and assisted conversion impact. | 24% |
| Landing Page | Bounce rate, form rate, purchase rate, and revenue per session. | 3.5% |
| Service Page | Organic CTR, engaged session rate, lead rate, and booked-action efficiency. | 3.4% |
| Location Page | Local CTR, call rate, direction-click rate, and booking or lead conversion. | 4.2% |
| Guide | Download rate, engaged session rate, assisted lead rate, and nurture progression. | 11% |
| Comparison Page | CTR, engaged time, conversion rate, and assisted pipeline. | 4.0% |
| Category Page | Organic CTR, product or profile click-through, conversion assist, and revenue per session. | 2.1% |
| Open rate, click rate, click-to-open rate, conversion rate, and unsubscribe rate. | 19% | |
| Static Image | CTR, thumb-stop rate, CPM efficiency, and click-to-conversion quality. | 1.3% |
| Carousel | Swipe engagement, CTR, product-view rate, and assisted purchase rate. | 1.9% |
| Lead Form | Form-start rate, completion rate, abandon rate, and cost per submitted lead. | 7.4% |
| Calculator | Engaged session rate, completion rate, lead rate, and assisted pipeline value. | 8.9% |
| Webinar | Registration rate, attendance rate, engaged attendance, and post-event conversion progression. | 13.2% |
| Pricing Page | Engaged visit rate, CTA click rate, trial-start or demo-request rate, and exit behavior. | 6.9% |
| Homepage | Engaged visit rate, next-page progression, CTA click rate, and branded conversion assist. | 1.9% |
| Product Page | Engaged view rate, CTA click rate, trial or purchase progression, and assisted conversion quality. | 3.7% |
| Feature Page | Organic CTR, engaged session rate, product-page progression, and assisted signup or demo rate. | 2.8% |
| FAQ Page | Organic CTR, engaged read depth, assisted conversion rate, and next-step progression. | 1.8% |
| Directory Profile | Profile click-through, lead rate, contact intent, and assisted conversion quality. | 2.4% |
| Use-Case Page | Organic CTR, engaged session rate, product-page progression, and demo or signup assist. | 3.0% |
| Integration Page | Organic CTR, engaged session rate, signup assist, and product-page progression. | 2.7% |
| Resource Hub | Organic CTR, next-page progression, subscriber or lead assist, and content-depth engagement. | 1.4% |
| Review Page | Organic CTR, engaged read rate, lead or trial rate, and assisted conversion lift. | 2.8% |
| Case Study | Engaged read rate, CTA click rate, assisted lead rate, and opportunity influence. | 4.6% |
| Blog Article | Sessions, engaged read rate, assisted signup or lead rate, and content-to-next-step progression. | 0.8% |
| Quiz | Start rate, completion rate, lead capture rate, and post-quiz conversion progression. | 9.4% |
| SMS | Click rate, conversion rate, unsubscribe rate, and revenue per message. | 5.9% |
Asset benchmarks connect channel results to the objective and funnel stage each asset serves.
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), AdLiftr Snapchat Ads Cost Benchmarks (2026), Ad Badger Amazon Advertising Benchmarks (2026). 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.
Benchmark performance by creative and content format so teams can compare video, landing pages, guides, forms, and comparison content fairly. Using a single blended average across all assets hides the performance differences that matter most for campaign planning.
Start with the hub to find the asset 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 asset as your target — the ranges can differ significantly.