Conversion metrics

14 metrics that anyone running a funnel needs benchmarks for. Click a metric to see its formula, top-quartile threshold, and per-industry distribution.

acquisition

Visitor-to-Lead Rate ↑11 industry benchmarks · top quartile ≥ 8.0%Email Opt-in Rate ↑3 industry benchmarks · top quartile ≥ 7.0%

pipeline

Lead-to-SQL Rate ↑3 industry benchmarks · top quartile ≥ 40.0%

monetization

Trial-to-Paid Conversion Rate ↑3 industry benchmarks · top quartile ≥ 35.0%

retention

Email Click-Through Rate ↑4 industry benchmarks · top quartile ≥ 6.5%7-Day Return Rate ↑4 industry benchmarks · top quartile ≥ 35.0%Monthly Churn Rate ↓3 industry benchmarks · top quartile ≥ 1.8%

ecommerce

Cart Abandonment Rate ↓3 industry benchmarks · top quartile ≥ 62.0%Checkout Completion Rate ↑2 industry benchmarks · top quartile ≥ 48.0%

engagement

Bounce Rate ↓5 industry benchmarks · top quartile ≥ 38.0%Average Session Duration ↑4 industry benchmarks · top quartile ≥ 240Pages Per Session ↑4 industry benchmarks · top quartile ≥ 4.2

economics

LTV:CAC Ratio ↑3 industry benchmarks · top quartile ≥ 6.0CAC Payback Period ↑2 industry benchmarks · top quartile ≥ 10.0