Cost per lead, conversion rates and channel performance drawn from more than 500 campaigns we executed across technology, SaaS and enterprise markets — with the ranges shown rather than the averages that hide them.
CPL, conversion and channel performance benchmarks drawn from 500+ executed campaigns.
Benchmarks are only useful if you can find yourself in them. Every figure is broken out by channel, segment and region rather than reported as a single blended number that describes nobody's programme.
Three results in this year's data run against advice that was standard eighteen months ago — including the widening cost gap between segments that used to be priced almost identically.
The data comes from campaigns we ran and can account for, not from a survey of what marketers believe their numbers are. That narrows the sample and makes it considerably more reliable.
A benchmark is a question, not a verdict. The useful exercise is finding where you sit outside the range and asking whether that is a deliberate choice or an unexamined one.
The programs behind the numbers in this piece.
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