Web benchmark pages compare browser-based journeys where landing-page experience, load time, and on-site conversion flow matter more than app-store or in-app behavior. Landing page view rate, form completion, purchase rate, and revenue per visit in browser environments.
Use these labeled KPIs together instead of judging web 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 |
Landing page view rate, form completion, purchase rate, and revenue per visit in browser environments.
| Device | Average | Median | Top Quartile | Bottom Quartile |
|---|---|---|---|---|
| Web | 3.1% | 2.5% | 4.9% | 1.1% |
The factors that most often explain why a result lands above or below the range.
| Factor |
|---|
| Load speed and browser compatibility |
| Page friction and form or checkout design |
| Whether the session is mobile web or desktop web |
Web benchmark pages compare browser-based journeys where landing-page experience, load time, and on-site conversion flow matter more than app-store or in-app behavior.
Web benchmarks are strongest when they connect click quality to page experience, especially for paid search, paid social, and SEO landing flows.
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 browser-based journeys behave differently from app environments, especially around speed and friction.
Use landing page view rate, conversion rate, and revenue or lead quality together so web performance is judged on the whole session.