Perfomance marketing benchmark

Performance Marketing Benchmarks

Industry-standard ad performance metrics for D2C, E-commerce & Service Brands

1. Meta Ads – Awareness / Brand Campaigns

Metric	Good	Strong	Excellent
CPM	₹80 – ₹150	₹60 – ₹80	< ₹60
Frequency	1.5 – 2.5	2 – 3	3+
3s Video View Rate	20 – 30%	30 – 40%	40%+
Engagement Rate	1 – 2%	2 – 4%	4%+

Insight: Low CPM combined with high video views indicates strong brand recall potential.

2. Meta Ads – Traffic / Consideration Campaigns

Metric	Average	Good	Excellent
CTR (Link Click)	0.8 – 1%	1 – 1.5%	2%+
CPC	₹15 – ₹25	₹10 – ₹15	< ₹10
Landing Page View Rate	60 – 70%	70 – 80%	80%+

3. Meta Ads – Conversion / Sales Campaigns

Metric	Average	Good	Excellent
Conversion Rate	1 – 2%	2 – 3.5%	4%+
CPA	Industry Dependent	< AOV × 0.3	< AOV × 0.2
ROAS	1.5 – 2	2.5 – 3	4+

4. Google Ads – Search Campaigns

Metric	Average	Good	Excellent
CTR	3 – 5%	5 – 8%	10%+
CPC	₹20 – ₹50	₹15 – ₹25	< ₹15
Conversion Rate	3 – 5%	6 – 8%	10%+
ROAS	2 – 3	3 – 4	5+

5. Blended Business-Level Benchmarks

Metric	Weak	Healthy	Strong
MER (Revenue ÷ Ad Spend)	< 2	2.5 – 3.5	4+
Repeat Purchase Rate	< 20%	25 – 35%	40%+
CAC vs LTV	CAC ≥ LTV	CAC ≤ 40% of LTV	CAC ≤ 25% of LTV

Final Insight: Benchmarks are diagnostic tools. Improve weak links in the funnel instead of chasing ideal numbers.