Existing-customer benchmarks are best for retention, upsell, cross-sell, win-back, and LTV efficiency analysis. Repeat purchase rate, renewal rate, unsubscribe rate, and LTV:CAC contribution.
Use these labeled KPIs together instead of judging existing customer 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, unsubscribe rate, and LTV:CAC contribution.
| Audience | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Existing Customer | 28% | 24% | 39% | 11% |
The factors that most often explain why a result lands above or below the range.
| Factor |
|---|
| Product cadence and replenishment cycle |
| Lifecycle segmentation and VIP strategy |
| Offer fatigue and channel saturation |
Existing-customer benchmarks are best for retention, upsell, cross-sell, win-back, and LTV efficiency analysis.
Customer benchmarks often show the cheapest conversion costs, but over-contact and poor segmentation can quickly erode list quality and margin.
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.
They can convert very efficiently, but the real question is incremental value and whether the program increases retention or basket size.
Pair repeat purchase or renewal rate with contribution margin, churn, and list-health metrics so efficiency is not overstated.