Industry Benchmarks
Industry benchmarks are standards or metrics used to compare performance and identify areas for improvement within a specific industry. If you want to know how you’re performing against the competition, benchmark against industry standards.
Industry Benchmarks are standard performance metricsThe pulse of success—KPIs are measurable goals that track performance, guiding brands to optimize, adapt, and crush their objectives. used to measure how your brandMore than a logo—brand is the essence of a company, shaping identity, reputation, and customer perception. or campaign stacks up against others in your sector. They provide context—so you’re not just looking at your numbers in isolation, but understanding how they compare to what’s typical, expected, or leading in the market.
For marketingStories with purpose—marketing connects brands to people through strategy, creativity, and campaigns that drive impact. managers, benchmarks are sanity checks. They help you set goals, identify gaps, and back your strategyThe playbook for success—strategy defines where you're headed, how you'll get there, and what will set you apart. with data. Whether it’s email open rates, adThe art of persuasion—advertising is the strategic storytelling that builds brands, shapes perceptions, and drives consumer action across multiple channels. CTRs, website conversion rates, or customer retentionLoyalty is earned—client retention is about delivering consistently, evolving together, and turning projects into long-term partnerships., benchmarks give you a line to aim for—or outperform.
Examples of common benchmarks
- Email marketingYour brand, in their inbox—email marketing delivers personalized content, promos, and updates that drive engagement and conversions. – Open rates, click-through rates, unsubscribe rates by industry.
- PPC performance – Cost per click (CPC), conversion rate, return on ad spend (ROAS).
- Social media – EngagementMore than just metrics—engagement is about meaningful interactions, building relationships, and creating content that sparks conversation and action. rates, follower growthNot just a buzzword—growth is the art and science of scaling businesses through strategy, creativity, and data-driven decision-making., impressions per post.
- SEORank and resonate—SEO is the process of optimizing your site and content to improve visibility on search engines like Google. – Average organic trafficVisitors who find your site naturally through search—valuable and sustainable over time. by niche, bounce rates, keyword click-through rate.
- Web performance – Page speedHow fast your webpage loads—affects UX, SEO, and conversion rates., average time on site, form completion rate.
How creative agencies use them
At RIOT, industry benchmarks help us build smarter strategies—not just prettier decks. We use them to guide expectations, uncover performance gaps, and push for creative that competes—visually, emotionally, and statistically. But we also know when to ignore them. Because benchmarks show you what’s average. We’re here to build what’s exceptional.
Benchmarks are the floor, not the ceiling. We use them to ground our thinking—and then go beyond.
The bottom line
Industry benchmarks help you calibrate performance and set smarter goals. But the real win isn’t hitting average—it’s redefining what great looks like for your brand and your audienceThe heartbeat of every campaign—understanding and engaging the right audience is the key to crafting messages that resonate and drive action..
Dive deeper
Competitive AnalysisKnow your rivals, outthink the game—competitive analysis deciphers market trends, audience behaviors, and brand positioning to sharpen strategy and stay ahead., Consumer Behavior AnalysisUnderstanding what makes them tick—consumer behavior analysis reveals the motivations behind decisions, so brands can connect deeper and smarter., Market ResearchDecoding the audience—market research uncovers consumer behaviors, trends, and competitive insights to drive smarter, more strategic decisions., KPIs, Regional Marketing StrategiesLocal impact at scale—regional strategies tailor messaging, channels, and timing to resonate with specific geographic markets.
