Compare cold display reach and assisted performance without treating it like high-intent paid search. CPM, CTR, viewable reach, assisted conversions, and landing-page engagement.
Google Display prospecting benchmarks for CPM, CTR, assisted conversion rate, and audience quality across cold display campaigns.
| Context | Median | Top Quartile | Best For |
|---|---|---|---|
| Affinity audiences | 0.28% CTR | 0.58% CTR | Broad awareness and reach |
| In-market audiences | 0.42% CTR | 0.81% CTR | Higher-intent cold prospecting |
| Custom segments | 0.39% CTR | 0.76% CTR | Targeting search and site-intent proxies |
These top-level pages work best when they explain why benchmark ranges shift before a user drills into the narrower benchmark route.
| Driver | Impact |
|---|---|
| Audience quality, placement mix, and viewability | CPM, CTR, viewable reach, assisted conversions, and landing-page engagement. |
| Creative clarity at small sizes | CPM, CTR, viewable reach, assisted conversions, and landing-page engagement. |
| Frequency and exclusion management | CPM, CTR, viewable reach, assisted conversions, and landing-page engagement. |
| Whether assisted conversions are measured instead of only direct conversions | CPM, CTR, viewable reach, assisted conversions, and landing-page engagement. |
Google Display prospecting benchmarks for CPM, CTR, assisted conversion rate, and audience quality across cold display campaigns.
Compare cold display reach and assisted performance without treating it like high-intent paid search.
Compare cold display reach and assisted performance without treating it like high-intent paid search.
Compare cold display reach and assisted performance without treating it like high-intent paid search.
Compare cold display reach and assisted performance without treating it like high-intent paid search.
Use the median range as the baseline, then compare against the top-quartile range once the campaign, audience, offer, and conversion event are similar enough to be meaningful.
Start with the benchmark focus, segment by intent and audience quality, then use the drivers and recommendations on this page to diagnose why performance is above or below the range.