Use stage-aware benchmark targets for awareness, consideration, conversion, and retention programs.
A practical KPI stack for comparing funnel stages. 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 |
Benchmarking by funnel stage keeps teams from judging awareness media like retargeting or lifecycle programs like first-touch acquisition.
| Funnel Stage | Benchmark Focus | Primary Median | Related KPIs |
|---|---|---|---|
| Awareness | CPM, reach, frequency, view rate, and engaged-session lift. | $9.70 | CTR · CPC · CVR · CPA · CPM · ROAS |
| Consideration | CTR, CPC, engaged session rate, and content conversion rate. | 1.4% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Conversion | Conversion rate, CPA, ROAS, SQL rate, and close-assist value. | 3.4% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Evaluation | Engaged time, content conversion, demo-assist rate, and comparison-page conversion. | 2.9% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Decision | Decision-page conversion rate, CPA, ROAS, and close-assist rate. | 4.1% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Retention | Repeat purchase rate, renewal rate, churn reduction, and reactivation efficiency. | 20% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Activation | Activation rate, time to first value, qualified usage, and cost per activated user. | 28% | CTR · CPC · CVR · CPA · CPM · ROAS |
Generic cross-channel averages miss the signal that matters. Use stage-aware benchmark targets for awareness, consideration, conversion, and retention programs.
Benchmarking by funnel stage keeps teams from judging awareness media like retargeting or lifecycle programs like first-touch acquisition.
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.
Use stage-aware benchmark targets for awareness, consideration, conversion, and retention programs. Using a single blended average across all funnel stages hides the performance differences that matter most for campaign planning.
Start with the hub to find the funnel stage 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 funnel stage as your target — the ranges can differ significantly.