Desktop benchmarks tend to outperform on form completion, demo requests, and high-consideration workflows where screen space reduces friction. Session quality, form completion, conversion rate, and revenue per visitor.
Use these labeled KPIs together instead of judging desktop 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 | 2.1% | 3.8% | Creative and message-to-audience fit |
| CPC | $3.40 | $2.10 | Click acquisition efficiency |
| CVR | 4.1% | 7.3% | 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 |
Session quality, form completion, conversion rate, and revenue per visitor.
| Device | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Desktop | 4.1% | 3.3% | 6.7% | 1.5% |
The factors that most often explain why a result lands above or below the range.
| Factor |
|---|
| Research-heavy tasks and multi-tab comparison behavior |
| Form and pricing-page complexity |
| Workday vs evening usage patterns |
Desktop benchmarks tend to outperform on form completion, demo requests, and high-consideration workflows where screen space reduces friction.
Desktop often carries lower click volume but higher downstream conversion efficiency for complex or high-value actions.
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 drive decision-making when the conversion path includes pricing analysis, long forms, or collaborative research behavior.
Because the user has more space, attention, and willingness to complete high-friction tasks.