Campaign benchmarker
Compare your CTR, CPC, CPA, and ROAS against industry benchmarks across paid search, social, display, and email channels.
Campaign benchmarking compares your advertising performance metrics — click-through rate (CTR), cost per click (CPC), cost per acquisition (CPA), and return on ad spend (ROAS) — against industry averages and channel norms. Without benchmarks, a 2% CTR looks arbitrary; with them, you know whether you are above or below the median for your vertical and ad format. Benchmarking across channels also reveals where your budget works hardest: a campaign with a high CPC but a low CPA may still outperform a cheap-click channel that never converts. Regular benchmarking turns raw numbers into strategic decisions about where to invest, pause, or optimise.
Calculator
Campaign Benchmarker
Formulas used
Results
Enter your campaign data, then click “Calculate Results” to see how you compare to industry benchmarks.
Frequently Asked Questions
What are good CTR benchmarks by channel?+
Average CTR varies significantly by channel: Google Search ads average 3-6%, Google Display averages 0.4-0.6%, Facebook/Instagram feed ads average 0.9-1.5%, LinkedIn Sponsored Content averages 0.4-0.65%, and email marketing averages 2-5%. These are cross-industry medians; your vertical may differ. E-commerce and travel tend to see higher display CTRs, while B2B SaaS typically outperforms on LinkedIn.
What is the difference between CPC and CPA?+
CPC (Cost Per Click) measures how much you pay each time someone clicks your ad. CPA (Cost Per Acquisition) measures how much you pay for each conversion — a purchase, signup, or lead. CPA = Total Spend / Conversions, while CPC = Total Spend / Clicks. A low CPC with a high CPA means your traffic is cheap but does not convert; a high CPC with a low CPA means you pay more per click but attract high-intent visitors.
How can you improve ROAS?+
Improving ROAS (Return On Ad Spend) requires increasing revenue per click or reducing cost per click. Tactics include: tightening audience targeting to reach higher-intent users, improving landing page conversion rates, raising average order value with upsells and bundles, using negative keywords to eliminate wasted spend, and shifting budget from low-ROAS to high-ROAS campaigns. A/B testing ad creative and bidding strategies also compound gains over time.
How do you compare performance across different channels?+
Apples-to-apples channel comparison requires normalising on a shared outcome metric — typically CPA or ROAS — rather than vanity metrics like impressions or clicks. Attribution modelling matters: last-click attribution overstates bottom-of-funnel channels (search), while multi-touch or data-driven attribution gives a fairer view of upper-funnel channels (social, display). BrandNata benchmarks each channel against its own industry median so you see both absolute performance and relative standing.
Where do campaign benchmark data come from?+
Industry benchmarks are compiled from aggregated, anonymised advertiser data published by ad platforms (Google Ads Benchmarks, Meta Business Suite), research firms (WordStream, eMarketer, Statista), and marketing analytics providers. Benchmarks are updated quarterly or annually and segmented by industry, region, and ad format. BrandNata cross-references multiple sources and applies recency weighting so your comparisons reflect current market conditions.