Digital Marketing Benchmarks: A Master List

It can be hard to find reliable digital marketing benchmarks. This list aggregates real-time GoConvert customer data and 1,665 benchmarks from 165 other sites and reports. See how your digital marketing statistics compare.

Digital Marketing Benchmarks: The Challenge

Digital marketing data tends to be heavily siloed. Companies jealously guard their information, and unless you’re a sizable agency or an ad vendor, it’s unlikely you have access to large amounts of online marketing data from many different sources.

In this reality, it’s difficult to create reliable digital marketing benchmarks (except against oneself, using historical marketing statistics). As a result, how can you compare your performance to others?

Creating Effective Digital Marketing Benchmarks

We addressed this challenge by aggregating the real-time performance data of the GoConvert customer network and 1,665 digital marketing benchmarks from 165 other sites and reports.

Our goal is to create an authoritative, publicly-accessible, always-up-to-date list of digital marketing benchmarks that visitors can use to evaluate their own marketing data.

“These digital marketing benchmarks helped me.”

If you find our list of digital marketing benchmarks helpful, please consider sharing it on social media. If you see ways it can be improved, feel free to leave a comment or contact us.

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I. Awareness-Stage Digital Marketing Benchmarks

Digital Marketing Benchmarks - Awareness

CPM

CPM (“cost per mille”) is the rate one pays for one thousand ad views or, more commonly, impressions. We’ve benchmarked agency CPM’s at around $9.31. That’s what you can expect to pay if you work with an agency. If you buy ads yourself, directly from a vendor like Facebook or Google, you can expect to pay about $10.00.

Advantage

Currently, our customer network pays $4.77 per thousand impressions. That’s 48.76% below the agency benchmark and 52.30% below the ad vendor benchmark.

Case Study: GoConvert vs. Traditional Digital

Digital Marketing Benchmarks Insight

One source we like suggests:

Typically when I run ads I see CPMs range from $7-15. This tends to be higher than other advertisers because I like to use very small, targeted groups. The more targeted (specific) the group of people you’re advertising to, typically the more you’ll end up paying.

Colette NatafCEO, Lightning AI

II. Interest-Stage Digital Marketing Benchmarks

Digital Marketing Benchmarks - Interest

CTR

CTR (“click-through rate”) is the percent of users who click on an ad vs. the number who view the same ad. We’ve benchmarked average CTR at 2.27%.

Advantage

Currently, our customer network sees 3.68% CTRs. That’s 62.11% above the benchmark.

Case Study: GoConvert vs. Traditional Digital

Digital Marketing Benchmarks Insight

One source we like suggests:

CTR can be used to help you determine the quality of your imagery, positioning, and keywords. … The more relevant your keywords are to your business or offer, the more likely users will be to click through.

Kristina VolovichProduct Marketing Manager, Audible/Amazon

CPC

CPC (“cost per click”) is the amount you pay per ad click. We’ve benchmarked average CPC at $1.46.

Advantage

Currently, our customer network is paying just $0.23 per click. That’s 84.25% below the benchmark.

Case Study: GoConvert vs. Traditional Digital

Digital Marketing Benchmarks Insight

One source we like suggests:

While campaign managers may think that they should always strive for the lowest CPC, that’s not necessarily the best strategy. Sometimes it’s necessary to bid higher to get more clicks and/or conversions. Therefore, if you’re paying more than these industry CPC benchmarks, don’t get down on yourself because your overall campaign performance may be better as a result — CPC is just one piece of the puzzle.

Tamas FrajkaLead Research Scientist, Acquisio

III. Engagement-Stage Digital Marketing Benchmarks

Digital Marketing Benchmarks - Engagement

Lead Conversion Rate

Lead conversion rate (LCR) is the percent of site visitors who submit a lead form vs. the number who visit and take no action. We’ve benchmarked average LCR (or, what we call “RCR” or “relationship conversion rate”) at 4.63%

Advantage

Currently, our customer network sees 2.34% LCRs. That’s 49.46% below the benchmark.

Case Study: GoConvert vs. Traditional Digital

Digital Marketing Benchmarks Insight

One source we like suggests:

Across all of the high-performing landing pages, we saw massively creative and differentiated offers. … [C]ome up with something different and unique; something more tangible and compelling than just sending them to a software trial to find their way around. … Brainstorm, ask your customers, and come up with more unique offers to test. You’ll never know which one is the winner until you try some new offers out.

Larry KimCEO, MobileMonkey

CPL

CPL (“cost per lead”) is the amount you pay per lead. While lead costs vary by industry, we’ve benchmarked average CPL (or, what we call “CPR” or “cost per relationship”) at $119.34. See the table below for industry specifics

Advantage

Currently, our customer network pays just $9.72 per lead. That’s 91.86% below the benchmark.

Case Study: GoConvert vs. Traditional Digital
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
Average/Default $33.73 $65.91 $65.92+ $49.82-$65.91 < $49.81

Digital Marketing Benchmarks Insight

One source we like suggests:

A successful marketing strategy has many components, but the overall efficacy always boils down to one question: Are you acquiring new customers in a cost-efficient manner?

It’s the ‘cost-efficient’ part of the question that is crucial. Anyone can throw a ton of money into a campaign and come away with leads. But that’s like using ten gallons of gasoline to start a campfire when a single match will do. One match is less wasteful and far cheaper. By knowing your cost per lead, you can optimize your marketing campaigns so that you are using just the right amount of matches.

IV. Conversion-Stage Digital Marketing Benchmarks

Digital Marketing Benchmarks - Conversion

Win Rate

Win rate (or close rate) is the percent of customers you convert vs. the number of leads you generate. Traditional, non-digital win rates tend to be 32.89% while digital marketing benchmarks tend to be 3.43%

Advantage

Currently, our customer network sees 1.14% win rates. That’s 66.76% below the digital benchmark.

Case Study: GoConvert vs. Traditional Digital

Digital Marketing Benchmarks Insight

One source we like suggests:

Visitors’ intent as they browse your website has a direct impact on your conversion rates. Are visitors coming to your website to research products with the intention of buying online? Or are they taking information from your site back to brick-and-mortar stores to buy there? It depends on the nature of the product you offer and how visitors view it. This answer is focused on visitor-centric information and not on factors you control, such as website messaging, design, copy, etc.

Khalid SalehCEO, Invesp

ROI

ROI (“return on investment”) is the amount of gross revenue you generate for every dollar you spend. We’ve benchmarked average marketing ROI at 3.62x. That is, for every $1 you spend on marketing, you want to generate $3.62 worth of income.

Advantage

Currently, our customer network sees a 3.92x ROI on its marketing spending. That’s 8.29% above the benchmark.

Case Study: GoConvert vs. Traditional Digital

Digital Marketing Benchmarks Insight

One source we like suggests:

Your value creation must be at least 3x the amount of cash you burn or you’re wasting investor value.

Mark SusterGeneral Partner, Upfront Ventures

in Real Time vs. Traditional Digital

Curious about how the GoConvert customer network is currently performing against traditional digital benchmarks? Review the real-time data below.

Metric Traditional Benchmark Advantage
CPM ?Cost Per 1k Impressions $9.31 ?Agency Rate
CTR ?Click Through Rate 2.27%
CPC ?Cost Per Click $1.46
RCR ?Relationship Conversion Rate 4.63% ?Lead Conversion Rate
CPR ?Cost Per Relationship $119.34 ?CPL
IGRCR ?Income-Generating Relationship Conversion Rate 32.89% ?Digital Win/Close Rate
ROI ?For every dollar I spend, how many will I get back? 3.62x

“How would I perform as a GoConvert customer?”


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