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 | Benchmark Focus | Primary Median |
|---|---|---|
| Mobile | CTR, LPV rate, conversion rate, call rate, and checkout completion. | 1.8% |
| Desktop | Session quality, form completion, conversion rate, and revenue per visitor. | 3.3% |
| Tablet | Session depth, conversion rate, AOV, and browsing-to-purchase behavior. | 2.8% |
| App | Install-to-activation rate, in-app conversion, retention, and cost per activated user. | 11% |
| CTV | CPM, completion rate, branded search lift, and assisted conversion impact. | $24 |
| iOS | Conversion rate, CPI, purchase quality, retention, and privacy-constrained attribution behavior. | 2.9% |
| Android | Conversion rate, CPI, session quality, and activation efficiency across Android traffic. | 2.2% |
| Web | Landing page view rate, form completion, purchase rate, and revenue per visit in browser environments. | 2.5% |
Read device benchmarks together with conversion type, geography, and objective, because UX and attribution strongly influence device outcomes.
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.
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.
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.