CTV benchmark pages need different expectations because the device is powerful for awareness and incremental lift, but direct response measurement is usually delayed or indirect. CPM, completion rate, branded search lift, and assisted conversion impact.
Use these labeled KPIs together instead of judging ctv 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 |
CPM, completion rate, branded search lift, and assisted conversion impact.
| Device | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| CTV | $28 | $24 | $17 | $39 |
The factors that most often explain why a result lands above or below the range.
| Factor |
|---|
| Household targeting quality |
| Creative completion and attention |
| Measurement model and post-view attribution |
CTV benchmark pages need different expectations because the device is powerful for awareness and incremental lift, but direct response measurement is usually delayed or indirect.
CTV should be benchmarked as an influence and demand-creation environment before it is judged like a click-first direct-response channel.
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.
Because the environment drives attention and influence, but often not an immediate tracked click.
Benchmark with completion, reach efficiency, branded lift, and assisted outcome metrics rather than relying only on direct-response conversions.