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.
| Device | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Mobile | 2.2% | 1.8% | 3.7% | 0.8% |
The factors that most often explain why a result lands above or below the range.
| Factor |
|---|
| Page speed and layout stability |
| Form length and keyboard friction |
| Intent mismatch between discovery and purchase tasks |
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.
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 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.