Benchmarks by Platform
CPM by Platform
CPC by Platform
ROAS by Platform
CPM by Industry
ROAS by Industry
CPA by Industry
Select an industry to see all 5 metrics — CPM, CPC, CPA, ROAS, and CTR — in one place. Or browse by metric below.
Ecommerce
Ecommerce CPM
Ecommerce CPC
Ecommerce CPA
Ecommerce ROAS
Ecommerce CTR
SaaS / B2B Software
SaaS CPM
SaaS CPC
SaaS CPA
SaaS ROAS
SaaS CTR
Finance
Finance CPM
Finance CPC
Finance CPA
Finance ROAS
Finance CTR
Healthcare
Healthcare CPM
Healthcare CPC
Healthcare CPA
Healthcare ROAS
Healthcare CTR
Legal
Legal CPM
Legal CPC
Legal CPA
Legal ROAS
Legal CTR
Real Estate
Real Estate CPM
Real Estate CPC
Real Estate CPA
Real Estate ROAS
Real Estate CTR
Education
Education CPM
Education CPC
Education CPA
Education ROAS
Education CTR
Travel
Travel CPM
Travel CPC
Travel CPA
Travel ROAS
Travel CTR
Automotive
Automotive CPM
Automotive CPC
Automotive CPA
Automotive ROAS
Automotive CTR
Retail
Retail CPM
Retail CPC
Retail CPA
US CPA Benchmarks
Retail ROAS
Retail CTR
Select a country to see CPM, CPC, CPA, ROAS, and CTR benchmarks for that market. All data is 2026.
US Ad Benchmarks
UK Ad Benchmarks
India Ad Benchmarks
Australia Ad Benchmarks
Germany Ad Benchmarks
France Ad Benchmarks
Canada Ad Benchmarks
UAE Ad Benchmarks
Brazil Ad Benchmarks
Click-Through Rate by Country
US CTR
UK CTR
India CTR
Australia CTR
Germany CTR
Canada CTR
Optimization Guides
How to Reduce CPA
Proven strategies to lower cost per acquisition across Google Search, Meta, and LinkedIn without cutting volume.
How to Improve ROAS
Structural, bidding, and creative changes that consistently lift return on ad spend across ecommerce and lead gen.
How to Lower Your CPC
12 proven strategies — Quality Score, negative keywords, long-tail terms, and bid strategy improvements.
How to Improve CTR
10 strategies across ad copy, targeting, and format. Higher CTR lowers your CPC through Quality Score.
How to Calculate ROAS
ROAS formula, break-even ROAS calculation, and how to set targets based on your margin structure.
How to Calculate CTR
CTR formula with examples for Search, Display, and Social. Solve for clicks or impressions from CTR.
How to Calculate CPM
CPM formula, budget-from-CPM calculation, and impressions-from-budget planning examples.
How to Calculate CAC
Blended CAC vs. paid CAC, LTV:CAC ratio, and what separates sustainable from expensive growth.
What is a Good…?
What is a Good ROAS?
ROAS benchmarks by industry and margin tier. Includes break-even ROAS calculator logic.
Good ROAS by Industry
Ecommerce: 4–8×. Finance: 7–12×. SaaS: 3–6×. Break-even formula for each vertical.
What is a Good CPA?
CPA benchmarks and the break-even CPA formula: how to set targets based on AOV and margin.
Good CPA by Industry
SaaS $116. Legal $86. Ecommerce $45. Retail $41. Industry-specific CPA targets with context.
What is a Good CTR?
Google Search 3–5%. Display 0.1–0.35%. Meta 0.9–1.5%. Never compare across platforms.
Good CTR by Industry
Education 3.78%. Healthcare 3.27%. Ecommerce 2.69%. Industry-specific CTR benchmarks.
What is a Good CPM?
CPM benchmarks by platform. Meta $7–14. LinkedIn $28–65. When CPM is the right metric.
Good CPM by Industry
Legal $18.90. Finance $17.50. Ecommerce $9.80. Evaluate your CPM within your vertical.
What is a Good CPC?
CPC benchmarks and the max CPC formula: calculate your viable ceiling from conversion data.
Platform CPM GuidesCPM by Platform — Deep Dives
Meta CPM Benchmarks
Facebook $7–$12, Instagram $9–$14. Breakdown by placement, industry, objective, and how to reduce it.
YouTube CPM Benchmarks
Skippable $5–$10, non-skippable $9–$15, Shorts $2–$5. Format and industry breakdown for 2026.
TikTok CPM Benchmarks
Global avg $4–$7, US $10–$20 for conversion campaigns. Industry breakdown and the US premium explained.
LinkedIn CPM Benchmarks
$30–$65 by format and industry. When LinkedIn's CPM premium is worth it — and when it isn't.
Google Display CPM Benchmarks
$2–$4 global average. Targeting type breakdown, retargeting vs cold, and when GDN is efficient.
Good CPC by Industry
Legal $6.75. SaaS $3.80. Retail $0.70. Max CPC formula for each vertical.
Metric Comparisons
CPM vs CPC
When to buy on impressions vs. clicks. Effective CPM formula and platform-by-platform guidance.
CPM vs CPA
CPM for awareness, CPA for performance. How to convert CPM to effective CPA using CTR and CVR.
CPC vs CPA
CPA = CPC ÷ Conversion Rate. Why optimising CPC without tracking CVR is the most common paid media mistake.
CPA vs ROAS
Fixed-value conversions → CPA. Variable AOV e-commerce → ROAS. The decision matrix with industry examples.
ROAS vs ROI
ROAS measures revenue efficiency. ROI measures true profit. A 4× ROAS can be negative ROI at 20% margin.
Tips & Tricks
Lower Your Meta CPM
7 tactics — audience size, creative refresh, Reels format, Advantage+ Placements, and Q4 strategy.
Improve Google Ads ROAS
8 tactics — break-even targets, Smart Bidding timing, campaign separation, and negative keywords.
Reduce LinkedIn CPC
7 tactics — Document Ads, manual bidding, targeting layers, Conversation Ads, and dayparting.
Lower Google Ads CPA
8 tactics — max CPA calculation, keyword pruning, landing page speed, and Target CPA timing.
Improve Meta Ad CTR
7 tactics — problem-first copy, video hooks, placement matching, headline testing, and CTA alignment.
Lower TikTok CPM
7 tactics — native creative, Spark Ads, broad targeting, 2-second hooks, and creative rotation.
Lower YouTube CPM
7 tactics — Bumper Ads, Shorts inventory, audience expansion, hook rate, and Q1 timing.
Improve LinkedIn CTR
7 tactics — outcome-led headlines, Document Ads, social proof, carousel format, and scheduling.
Improve YouTube ROAS
7 tactics — Video Action Campaigns, retargeting, creative structure, in-feed ads, and placement exclusions.
Lower Programmatic CPM
7 tactics — PMP deals, brand safety, bid shading, frequency caps, and IVT filtering.
Improve TikTok ROAS
7 tactics — UGC creative, Smart Performance Campaigns, TikTok Shop, retargeting, and Spark Ads.
New in 2026 — Platform Benchmark Guides
New Calculators
Interpreting Benchmarks: The Rules Experienced Buyers Follow
Benchmark data is only useful if you apply it correctly. Three rules that separate experienced media buyers from beginners:
Rule 1: Compare same periods, not averages. Q4 Meta CPMs are 40–80% higher than Q1. A January campaign compared to a Q4 benchmark looks artificially efficient. Always compare year-over-year for the same period.
Rule 2: Segment before comparing. A blended CPA that mixes brand and non-brand keywords is useless as a benchmark reference. Brand keyword CPA is typically 3–5× lower than non-brand. Always segment before benchmarking.
Rule 3: Your break-even point overrides the industry average. If your break-even CPA is $30 and the industry average is $45, you have a problem regardless of how "average" you are. And if your break-even is $120 and the average is $45, you have significant room to scale even with "above-average" CPAs.