Compare performance by device and environment so benchmarks reflect the user experience and measurement reality.
A practical KPI stack for comparing devices. Use the conversion-type dropdown above to recalculate conversion-sensitive metrics before opening a more specific page.
| 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 |
Device benchmarks uncover why the same campaign can look strong on desktop and weak on mobile, or why CTV may create demand but not immediate tracked conversions.
| Device | Benchmark Focus | Primary Median | Related KPIs |
|---|---|---|---|
| Mobile | CTR, LPV rate, conversion rate, call rate, and checkout completion. | 1.8% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Desktop | Session quality, form completion, conversion rate, and revenue per visitor. | 3.3% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Tablet | Session depth, conversion rate, AOV, and browsing-to-purchase behavior. | 2.8% | CTR · CPC · CVR · CPA · CPM · ROAS |
| App | Install-to-activation rate, in-app conversion, retention, and cost per activated user. | 11% | CTR · CPC · CVR · CPA · CPM · ROAS |
| CTV | CPM, completion rate, branded search lift, and assisted conversion impact. | $24 | CTR · CPC · CVR · CPA · CPM · ROAS |
| iOS | Conversion rate, CPI, purchase quality, retention, and privacy-constrained attribution behavior. | 2.9% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Android | Conversion rate, CPI, session quality, and activation efficiency across Android traffic. | 2.2% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Web | Landing page view rate, form completion, purchase rate, and revenue per visit in browser environments. | 2.5% | CTR · CPC · CVR · CPA · CPM · ROAS |
Generic cross-channel averages miss the signal that matters. Compare performance by device and environment so benchmarks reflect the user experience and measurement reality.
Device benchmarks uncover why the same campaign can look strong on desktop and weak on mobile, or why CTV may create demand but not immediate tracked conversions.
Each hub connects to broader benchmark context and more specific breakdowns — so you can move from a general question to a benchmark range that fits your actual campaign.
Compare performance by device and environment so benchmarks reflect the user experience and measurement reality. Using a single blended average across all devices hides the performance differences that matter most for campaign planning.
Start with the hub to find the device that matches your campaign context, then use the median as a baseline target and the P75 as an achievable stretch goal. Avoid using benchmarks from a different device as your target — the ranges can differ significantly.