# Platform Benchmarks Reference
# Referenced by traffic specialists for performance context and target setting
# Note: Benchmarks are directional averages — actual results vary by creative, offer, and audience quality

benchmarks_by_platform:
  facebook:
    description: "Meta Ads (Facebook + Instagram) — largest social ad platform"
    metrics:
      ctr:
        average: "0.90%"
        good: "1.5%+"
        great: "2.5%+"
      cpc:
        average: "$1.72"
        good: "< $1.00"
        great: "< $0.50"
      cpm:
        average: "$14.90"
        range: "$5-$30 depending on audience and time of year"
      cvr:
        average: "9.2%"
        good: "12%+"
        great: "15%+"
      cpa:
        ecommerce: "$18.68"
        lead_gen: "$19.68"
        range: "Varies widely by industry — $5 to $100+"
      roas:
        average: "2.0:1"
        good: "3.0:1"
        great: "5.0:1+"
      frequency:
        prospecting_max: "2.5"
        retargeting_max: "8.0"
        fatigue_signal: "CTR drops when frequency exceeds 3.0 in cold audiences"

  google_search:
    description: "Google Search Ads — highest intent traffic source"
    metrics:
      ctr:
        average: "3.17%"
        good: "5%+"
        great: "8%+"
      cpc:
        average: "$2.69"
        range: "$0.50 to $50+ depending on keyword competition"
      cvr:
        average: "3.75%"
        good: "5%+"
        great: "8%+"
      cpa:
        average: "$48.96"
        range: "$10 to $200+ depending on industry"
      quality_score:
        target: "7+"
        excellent: "9-10"
        poor: "Below 5 — restructure keywords and landing pages"

  google_display:
    description: "Google Display Network — broad reach, lower intent"
    metrics:
      ctr:
        average: "0.46%"
        good: "0.8%+"
      cpc:
        average: "$0.63"
      cvr:
        average: "0.77%"
        note: "Display is awareness, not direct conversion — measure assisted conversions"
      cpm:
        average: "$3.12"

  youtube:
    description: "YouTube Ads — video-first, high engagement platform"
    metrics:
      view_rate:
        average: "31.9%"
        good: "40%+"
        great: "50%+"
      cpv:
        average: "$0.026"
        range: "$0.01 to $0.10"
      ctr:
        average: "0.65%"
        good: "1%+"
      cpc:
        average: "$3.21"
      hook_retention:
        first_5_seconds: "Target 70%+ retention"
        first_30_seconds: "Target 45%+ retention"
        note: "If 5-second retention is below 50%, the hook needs work"

  tiktok:
    description: "TikTok Ads — younger demographics, native content style"
    metrics:
      ctr:
        average: "0.84%"
        good: "1.5%+"
        great: "3%+"
      cpc:
        average: "$1.00"
        good: "< $0.50"
      cpm:
        average: "$10.00"
        range: "$3-$20"
      cvr:
        average: "1.1%"
        note: "Lower direct CVR but strong for top-of-funnel — measure assisted impact"
      hook_rate:
        target: "30%+ watch past 3 seconds"
        great: "50%+"
        note: "The 2-second hook is everything on TikTok"

  linkedin:
    description: "LinkedIn Ads — B2B, professional audiences, premium CPMs"
    metrics:
      ctr:
        average: "0.44%"
        good: "0.8%+"
      cpc:
        average: "$5.26"
        range: "$2 to $15+"
      cpm:
        average: "$33.80"
        note: "Highest CPM of major platforms — audience quality justifies cost for B2B"
      cvr:
        average: "6.1%"
        good: "10%+"
      cpa:
        lead_gen: "$75+"
        note: "High CPAs acceptable for B2B when deal values are $5K+"

benchmarks_by_industry:
  ecommerce:
    avg_cpa: "$45"
    avg_roas: "2.5:1"
    target_roas: "4:1+"
    note: "ROAS depends heavily on AOV — low AOV needs higher ROAS to be profitable"

  saas:
    avg_cpa: "$75-$150"
    avg_trial_to_paid: "15-25%"
    target_ltv_to_cac: "3:1+"
    note: "Measure LTV:CAC ratio, not just CPA"

  local_service:
    avg_cpl: "$15-$50"
    avg_booking_rate: "20-40%"
    note: "Phone calls often convert better than form fills for local"

  education:
    avg_cpl: "$25-$75"
    avg_enrollment_rate: "5-15%"
    note: "Long sales cycles — measure lead quality over lead volume"

  health_fitness:
    avg_cpa: "$30-$80"
    avg_roas: "2:1"
    note: "Heavily regulated — compliance review required before launching"

benchmarks_by_funnel_stage:
  top_of_funnel:
    primary_metrics: [CPM, CTR, video_view_rate, hook_retention]
    target_budget_share: "50-60%"
    optimization_event: "Landing page view or video view"
    note: "Optimize for reach and engagement, not conversions"

  middle_of_funnel:
    primary_metrics: [CPC, CTR, engagement_rate, page_dwell_time]
    target_budget_share: "20-30%"
    optimization_event: "Content view or add to cart"
    note: "Retarget engaged users from TOF"

  bottom_of_funnel:
    primary_metrics: [CPA, ROAS, CVR, AOV]
    target_budget_share: "15-25%"
    optimization_event: "Purchase or lead submit"
    note: "Smallest audience, highest intent — watch frequency closely"