Mobile benchmarks dominate most paid and social programs, but conversion efficiency depends heavily on speed, form friction, and checkout UX. CTR, LPV rate, conversion rate, call rate, and checkout completion.
Use these labeled KPIs together instead of judging mobile 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 | 2.7% | 4.6% | Creative and message-to-audience fit |
| CPC | $2.25 | $1.38 | Click acquisition efficiency |
| CVR | 2.8% | 5.1% | 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 |
CTR, LPV rate, conversion rate, call rate, and checkout completion. Benchmarks should be interpreted with contextual commentary, not as standalone averages.
| Device | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Mobile | 2.2% | 1.8% | 3.7% | 0.8% |
These are the main drivers that typically explain why the same headline metric changes across channels, industries, and conversion contexts.
| Factor | Why It Matters |
|---|---|
| Page speed and layout stability | Changes how ctr, lpv rate, conversion rate, call rate, and checkout completion. |
| Form length and keyboard friction | Changes how ctr, lpv rate, conversion rate, call rate, and checkout completion. |
| Intent mismatch between discovery and purchase tasks | Changes how ctr, lpv rate, conversion rate, call rate, and checkout completion. |
Mobile benchmarks dominate most paid and social programs, but conversion efficiency depends heavily on speed, form friction, and checkout UX.
Mobile often wins click volume and loses on post-click efficiency unless the experience is intentionally built for thumb-speed decision making.
Mobile often wins click volume and loses on post-click efficiency unless the experience is intentionally built for thumb-speed decision making.
Mobile often wins click volume and loses on post-click efficiency unless the experience is intentionally built for thumb-speed decision making.
They often show higher click rates but lower conversion efficiency because discovery is easy on mobile while complex tasks still create friction.
Reduce load time, remove unnecessary fields, add strong social proof above the fold, and tailor CTAs to mobile intent.