Benchmarks: Concepts and Overview

Getting Started

Benchmark data shows how your media performance compares to your peers. This data has many use cases, including:

• Seeing what channels and tactics are operating most efficiently and where spending can be increased
• Learning which of your tactics are being underused and are worth investing in
• Gauging how other brands are utilizing the same channels and tactics and how you compare to them
• Presenting a high-level snapshot of your marketing performance to executives and other stakeholders

We recommend checking your benchmark data on a weekly basis. This will keep you up to date on where your metrics stand as data on other brands is continuously updated.

What Benchmarks Mean

Your metric may be higher or lower than the benchmark, but be sure to consider the broader context of your overall performance. (Your Cross-Channel Dashboard is an excellent reference point for overall results.)

In the example above, Facebook’s spend allocation is far higher than the benchmark within other brands — this may be alarming if taken without context.

The heavy spending on the channel may work well for this business. In that case, the benchmark data would tell them that they’re spending more than their peers, but it’s still a good move.

Alternatively, they may not be seeing ideal results from the tactic. The benchmark data then shows that they’re overspending compared to their peers. If they scaled back, they would have multiple reference points for how other brands are doing the same thing.

Portfolio Benchmarks

Portfolio benchmarks show how you compare with other brands across all of your channels and tactics. This includes tactics you aren't using that may be worth exploring. Multiple metrics can be analyzed so you can get the most relevant guidance for your business.

Click here to learn about using portfolio benchmarks.

Growth Benchmarks

Growth benchmarks show your year-over-year performance in spend, orders, and revenue. This lets you not only compare yourself with other brands, but also your own past performance.

Click here to learn about using growth benchmarks.

FAQs

Where does benchmark data come from?

Our benchmarks come from anonymous data drawn from all brands at Measured.

How often does benchmark data get updated?

New benchmark data is released each week for weekly benchmarks and each month for monthly benchmarks. However, all available data is updated daily, which could be reflected in previous periods.

Why can I view data by weeks and months but not by days?

Capturing data on a daily basis leads to less reliable results. Monthly and weekly aggregation produces more significant results, which inform better decisions.

Why can I see only one conversion type?

Our benchmarks use the main conversion type of each brand. This guarantees consistent data. If needed, reach out to your customer success partner to request a change.