Benchmark
Measurement and data
Measurement and data
A benchmark is a reference value you compare your performance against: your own history, competitors or an industry average.
The strongest benchmark is you, last period. Industry averages hide big differences in offer, price and audience.
Use them to ask questions, not to set targets. 'Why is our click rate below average?' is useful; 'we must hit the average' usually isn't.
Related terms
- KPIA KPI is a number you steer on because it links directly to a goal, such as qualified enquiries per month or cost per customer.
- Market researchMarket research is gathering data on customers, competitors and the market so decisions rest on facts rather than assumptions.
- Share of voiceShare of voice is your share of all visibility in a category: which part of the ads, search results or conversations is about you.