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. Benchmarks should be interpreted with contextual commentary, not as standalone averages.
| Device | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Desktop | 4.1% | 3.3% | 6.7% | 1.5% |
These are the main drivers that typically explain why the same headline metric changes across channels, industries, and conversion contexts.
| Factor | Why It Matters |
|---|---|
| Research-heavy tasks and multi-tab comparison behavior | Changes how session quality, form completion, conversion rate, and revenue per visitor. |
| Form and pricing-page complexity | Changes how session quality, form completion, conversion rate, and revenue per visitor. |
| Workday vs evening usage patterns | Changes how session quality, form completion, conversion rate, and revenue per visitor. |
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.
Desktop often carries lower click volume but higher downstream conversion efficiency for complex or high-value actions.
Desktop often carries lower click volume but higher downstream conversion efficiency for complex or high-value actions.
They drive decision-making when the conversion path includes pricing analysis, long forms, or collaborative research behavior.
It often converts better because the user has more space, attention, and willingness to complete high-friction tasks.