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.
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), Benchmarketing Platform Data (2023–2024). 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.
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.