Compare benchmark targets by awareness, traffic, engagement, lead generation, sales, and retention objectives.
A practical KPI stack for comparing objectives. 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 |
Campaign objectives influence benchmark expectations because the platform, optimizer, and creative system all behave differently depending on the goal you choose.
| Objective | Benchmark Focus | Primary Median | Related KPIs |
|---|---|---|---|
| Awareness | CPM, reach cost, view rate, and quality frequency. | $8.80 | CTR · CPC · CVR · CPA · CPM · ROAS |
| Traffic | CTR, CPC, landing page view rate, and engaged sessions. | 1.5% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Engagement | Engagement rate, CPC, view rate, and assisted conversion lift. | 3.6% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Lead Generation | CPL, lead rate, MQL rate, and qualified pipeline per lead. | $48 | CTR · CPC · CVR · CPA · CPM · ROAS |
| Sales | Purchase rate, CPA, ROAS, AOV, and contribution margin. | 2.9x | CTR · CPC · CVR · CPA · CPM · ROAS |
| Registrations | Registration rate, cost per registration, show or activation rate, and nurture progression. | 13% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Bookings | Booked rate, show rate, cost per booking, and close rate. | 8.1% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Retention | Repeat purchase rate, renewal rate, churn, and revenue per customer message. | 22% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Pipeline Generation | Qualified pipeline rate, cost per opportunity, meeting-to-opportunity progression, and pipeline value. | 1.7% | CTR · CPC · CVR · CPA · CPM · ROAS |
| App Installs | Install rate, CPI, activation rate, and retained-user efficiency. | 16.8% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Store Visits | Store-visit rate, cost per visit, local intent efficiency, and location-level lift. | 6.2% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Video Views | View rate, completion rate, CPM, engaged watch share, and warm-audience creation. | 26% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Reactivation | Reactivation rate, cost per reactivated user, repeat purchase or return-to-product behavior, and churn recovery. | 2.4% | CTR · CPC · CVR · CPA · CPM · ROAS |
| Profitability | POAS, MER, payback period, CAC efficiency, and contribution margin quality. | 2.0x | CTR · CPC · CVR · CPA · CPM · ROAS |
Generic cross-channel averages miss the signal that matters. Compare benchmark targets by awareness, traffic, engagement, lead generation, sales, and retention objectives.
Campaign objectives influence benchmark expectations because the platform, optimizer, and creative system all behave differently depending on the goal you choose.
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 benchmark targets by awareness, traffic, engagement, lead generation, sales, and retention objectives. Using a single blended average across all objectives hides the performance differences that matter most for campaign planning.
Start with the hub to find the objective 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 objective as your target — the ranges can differ significantly.