Color Key

GoConvert’s application dashboard and website use a real-time color-coding system. This system helps our team understand how well (or poorly) the GoConvert user network is performing vs. best-practice digital marketing benchmarks. And it helps customers and site visitors quickly evaluate their marketing metrics and identify pipeline strengths and weakness.

We’ve based the color codes on 1,672 aggregated benchmarks from 166 sites and reports. (See the entire list here.)

  • Green means the pipeline stage or metric meets or exceeds the benchmark.
  • Yellow means the pipeline stage or metric is underperforming by ≤ ~50%.
  • Red means the pipeline stage or metric is underperforming by ≥ ~50%.

On the GoConvert application dashboard, the icons in the vertical list on the far left ( ) always correspond with the lowest performing item in the row. We only see a check if all rows are green.

Awareness/Reach

“Awareness” and “Reach” are always black. Since both are dependent on variables like budget, spending, and audience size, there are no best-practice benchmarks for either metric.

Cost Per Thousand Impressions (CPM)

We’ve benchmarked CPM at $9.31 and color coded as follows:

  • ≤ $9.31
  • $9.32-13.97
  • ≥ $13.98

Interest/Click Through Rate (CTR)

“Interest” corresponds with CTR. We’ve benchmarked CTR at 2.27% and color coded as follows:

  • ≥ 2.27%
  • 1.14%-2.26%
  • ≤ 1.13%

Cost Per Click (CPC)

We’ve benchmarked CPC at $1.46 and color coded as follows:

  • ≤ $1.46
  • $1.47-2.19
  • ≥ $2.20

Engagement/Relationship Conversion Rate (RCR)

“Engagement” corresponds with RCR, traditionally referred to as a “Lead Conversion Rate” (LCR). We’ve benchmarked LCR at 4.63% and color coded as follows:

  • ≥ 4.63%
  • 2.32-4.62%
  • ≤ 2.31%

Cost Per Relationship (CPR)

Traditionally, this metric is referred to as “Cost Per Lead” (CPL). We’ve benchmarked overall CPL at $119.34. We use this aggregated metric on the website and color code as follows:

  • ≤ $119.34
  • $119.35-179.01
  • ≥ $179.02

Inside user accounts, we color code per whatever industry a given customer operates in. (See our master list of industries here.) If a site isn’t linked to particular industry, we use the aggregated benchmark.

Sector Low High =
Media & Publishing $11.00 $25.00 $25.01 $18-25 $17.99
Education $26.00 $50.00 $50.01 $38-50 $37.99
Healthcare & Medical $26.00 $50.00 $50.01 $38-50 $37.99
Consulting $26.00 $50.00 $50.01 $38-50 $37.99
Industrial & Manufacturing $26.00 $50.00 $50.01 $38-50 $37.99
Travel & Tourism $26.00 $50.00 $50.01 $38-50 $37.99
Consumer Products $26.00 $50.00 $50.01 $38-50 $37.99
Software $51.00 $100.00 $100.01 $75.50-100 $75.49
Information Technology and Services $51.00 $100.00 $100.01 $75.50-100 $75.49
Marketing Agencies $51.00 $100.00 $100.01 $75.50-100 $75.49
Financial Services $51.00 $100.00 $100.01 $75.50-100 $75.49

Conversion/Income-Generating Relationship Conversion Rate (IGRCR)

“Conversion” corresponds with IGRCR, traditionally referred to as a “Win Rate.” We’ve benchmarked traditional win rates at 32.89% and digital win rates at 3.43%. We color code using the digital benchmark as follows:

  • ≥ 3.43%
  • 1.72-3.42%
  • ≤ 1.71%

ROI

We’ve benchmarked marketing ROI at 3.62x and color coded as follows:

  • ≥ 3.62x
  • 1.81 – 3.61x
  • ≤ 1.80x

One additional note on ROI:

We populate the front-end data resources on this website according to the following rule:

Only customer installs that have (a) budgets > $0.00 and (b) Income-Generating Relationships worth > $0 are included in the figure.

Regarding the latter, if we didn’t do this, each time we add a new customer to the system, the system’s overall ROI would drop because all new customers have a negative ROI’s since Total Value of Income-Generating Relationships ($0) - BUM ($) = -$x and Total Value of Income-Generating Relationships ($0) / BUM (x/burn) = Undefined.

We realize this has the potential to make the network ROI seem overly positive. In time, however, we may adjust the calculation so that, after 30 or so days of active management, all customer installs (even those with negative ROI’s and IGR values of $0) are included in the ROI output.

Please send feedback and additional questions to info@letsgoconvert.com. We maintain extensive documentation for GoConvert and can provide additional, granular insights upon request.