Benchmarks
Directional ranges for CTR, CPM, CPC, CVR, and ROAS across common verticals — a sanity check for your own numbers, not a target to chase.
| Industry | CTR | CPM | CPC | CVR | ROAS |
|---|---|---|---|---|---|
| E-commerce / DTC | 1.0–1.6% | $10–18 | $0.70–1.40 | 2–4% | 2.5–4x |
| Apparel & accessories | 1.1–1.8% | $8–15 | $0.60–1.20 | 2–5% | 2.5–4.5x |
| Beauty & skincare | 1.2–2.0% | $9–16 | $0.55–1.10 | 3–6% | 3–5x |
| Health & supplements | 0.9–1.5% | $12–22 | $0.90–1.80 | 2–4% | 2–3.5x |
| SaaS / B2B | 0.7–1.2% | $14–28 | $1.50–4.00 | 1–3% | n/a (lead-based) |
| Lead gen / services | 0.8–1.4% | $10–20 | $1.20–3.00 | 5–12% (form) | n/a (CPL-based) |
| Home & furniture | 0.9–1.5% | $9–17 | $0.70–1.50 | 1.5–3.5% | 2–4x |
| Food & beverage | 1.0–1.8% | $7–14 | $0.50–1.00 | 2–5% | 2.5–4x |
These are illustrative ranges compiled from public industry reporting and vary widely by offer, geo, season, and funnel stage. Treat them as directional only.
Benchmarks are most useful as a diagnostic, not a goal. If your CTR sits far below your vertical's range, the problem is usually the creative hook; a weak CVR points downstream to the landing page or offer. Your real target is set by your margins — calculate it with the break-even ROAS calculator.
The reliable way to beat any benchmark is volume of creative testing: ship more distinct concepts, kill losers fast, and scale winners. Volume Creatives makes that loop fast, and Analytics tells you which creatives are actually pulling your averages up.
Bulk-launch creative tests and let Analytics surface the winners.
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