Benchmark your marketing with your own data.
Choose useful marketing measures, compare consistent periods and plan with your actual spend, margins and confirmed business outcomes.
Start with your own baseline
A useful benchmark uses the same definition, time period and customer group on both sides of a comparison. Begin with your own account data and business costs. A broad market average cannot tell you whether a campaign is profitable for your business.
Record the date range, market, channel, attribution window and conversion definition alongside each measure. Note changes to tracking, prices, promotions and stock availability before comparing periods.
Choose the measure that answers the question
| Question | Measure | What to check |
|---|---|---|
| What does an enquiry cost? | Campaign spend divided by recorded enquiries | Separate qualified enquiries, duplicates and spam. |
| What does a new customer cost? | Agreed acquisition costs divided by new customers | State which agency, creative and sales costs are included. |
| Does advertising support margin? | Attributed revenue divided by ad spend, reviewed with contribution margin | Include returns, discounts, fulfilment and other variable costs. |
| Does the website help customers act? | Completed actions divided by the relevant visits | Use a consistent action definition and separate devices where useful. |
| Are enquiries becoming business? | Confirmed customers divided by qualified enquiries | Allow for the sales cycle and keep the same enquiry cohort. |
| Is search attracting useful demand? | Relevant search visits, enquiries and completed outcomes | Separate branded and non-branded demand and record tracking changes. |
Compare like with like
- Use periods long enough to reflect your sales cycle and normal trading pattern.
- Separate new-customer acquisition from repeat purchases when judging acquisition costs.
- Keep currencies, taxes, refunds and revenue definitions consistent.
- Review small samples carefully; a few extra sales can change a percentage sharply.
- Document changes in budget, creative, landing pages and measurement before assigning a cause.
Use your numbers to plan the next step
Our planning tools calculate scenarios from your inputs. They help make assumptions explicit; their outputs are not forecasts or promised campaign results.
Bring the evidence to your review
Share the date range, spend, confirmed outcomes, margin assumptions and known tracking gaps. We can discuss the differences between channels, identify the questions the data can answer and agree what needs better measurement.
Discuss your marketing performance with WeProms or explore analytics and attribution services.
Make room for
a better journey.
Share your website, target country and the next thing you want to improve. We’ll help you find a useful place to start.