Compare Instacart performance for grocery, CPG, household, and replenishment products where basket behavior shapes efficiency. CPC, ROAS, add-to-cart rate, conversion rate, basket attach rate, and incremental household penetration.
Instacart Ads benchmarks for sponsored product visibility, cost per click, conversion rate, basket impact, and retail media ROAS.
| Context | Median | Top Quartile | Best For |
|---|---|---|---|
| Replenishment products | 5.0x ROAS | 8.0x ROAS | Frequent purchase categories with repeat demand |
| New product launches | 2.3x ROAS | 4.1x ROAS | Driving trial where awareness is still low |
| Promo periods | 4.8x ROAS | 7.5x ROAS | Pairing discount urgency with high-intent shopping sessions |
| Conquesting | 2.0x ROAS | 3.6x ROAS | Competing inside category searches |
These top-level pages work best when they explain why benchmark ranges shift before a user drills into the narrower benchmark route.
| Driver | Impact |
|---|---|
| Category replenishment cadence and basket fit | CPC, ROAS, add-to-cart rate, conversion rate, basket attach rate, and incremental household penetration. |
| Discounts, promos, and retailer availability | CPC, ROAS, add-to-cart rate, conversion rate, basket attach rate, and incremental household penetration. |
| Product imagery, pack size, and price visibility | CPC, ROAS, add-to-cart rate, conversion rate, basket attach rate, and incremental household penetration. |
| Whether campaigns are defending demand or creating first-time trial | CPC, ROAS, add-to-cart rate, conversion rate, basket attach rate, and incremental household penetration. |
Instacart Ads benchmarks for sponsored product visibility, cost per click, conversion rate, basket impact, and retail media ROAS.
Compare Instacart performance for grocery, CPG, household, and replenishment products where basket behavior shapes efficiency.
Compare Instacart performance for grocery, CPG, household, and replenishment products where basket behavior shapes efficiency.
Compare Instacart performance for grocery, CPG, household, and replenishment products where basket behavior shapes efficiency.
Compare Instacart performance for grocery, CPG, household, and replenishment products where basket behavior shapes efficiency.
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.