Key Benchmarks Reference

Every operator wants benchmarks: 'What's a good X for my industry?' This category collects the cross-vertical reference points we use most often when reviewing client accounts — ROAS by category, conversion rate by traffic source, AOV by AOV-tier brand, email revenue share by maturity stage.

Benchmarks are sanity checks, not scoring rubrics. A 3.5× ROAS is exceptional for a 25%-margin brand and dangerously thin for a 60%-margin brand — context matters more than the number. Every term here pairs a benchmark range with the conditions that make it a good or bad signal.

Use these as a starting point, then calibrate against your own gross margin, brand maturity, and category. If you're presenting performance to a stakeholder or evaluating an agency's claims, this is the reference shelf.