What is Benchmark?
TL;DR
Performance standards used for comparison, either industry averages or your own historical data. Benchmarks answer "is this good?" without context, a 3% Conversion Rate is meaningless; compared to an industry benchmark of 2%, it's excellent. External benchmarks come from industry reports, tools like Google's benchmarking, or competitor research. Internal benchmarks compare current performance to your own past, last month, last quarter, last year. Both matter: external benchmarks set realistic expectations; internal benchmarks track improvement. Be cautious with external benchmarks, definitions and contexts vary widely. A "good bounce rate" depends heavily on page type and Search Intent. Always track against your own historical performance first, using external benchmarks for general orientation rather than rigid targets.
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Frequently Asked Questions About Benchmark
What's the difference between internal and external benchmarks?
Internal benchmarks compare to your own past performance (this month vs last month). External benchmarks compare to industry averages or competitors. Internal tracks improvement; external sets realistic expectations. Both are useful.
Where do I find industry benchmarks for my metrics?
Industry reports, marketing publications, tools like Google's benchmarking data, and SEO/marketing tool research. Be cautious, definitions vary. A 'good bounce rate' depends heavily on context. Use benchmarks as orientation, not rigid targets.
Should I focus on beating benchmarks or improving my own metrics?
Improving your own metrics matters most. External benchmarks provide general orientation, but your unique context (business model, audience, goals) makes your historical trend more meaningful than hitting an arbitrary industry average.
Why are external benchmarks sometimes misleading?
Context differs dramatically. A 70% bounce rate is fine for a blog but terrible for a service page. 'Industry average' combines vastly different businesses. Your competitor's benchmark might reflect different goals or tracking methods.
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