Setting up KPIs doesn't need to be like Chinese arithmetic. You don’t need to pay thousands for a KPI benchmarking report to assess your business performance against industry benchmarks. If you learn how to do internal KPI benchmarking, you can use the process to identify areas of improvement, assess your sales funnel performance, and make data-driven decisions.

Navigating the KPI landscape can be fraught with difficulties.

In this blog post, we delve into the common challenges you can face when setting KPIs and explore strategies to overcome them.

By understanding these obstacles and implementing best practices, you can unlock the true potential of KPIs and pave the way to sustainable growth and success.

As the compass guiding strategic decisions and measuring progress, KPI benchmarking plays a pivotal role in driving your team’s performance. From aligning objectives to grappling with data quality, you can often encounter hurdles that hinder your ability to establish effective KPIs. 

  • Having too many KPIs can lead to information overload and make it difficult to focus on what truly matters. 
  • Vague or ambiguous targets can lead to confusion and make it challenging to assess performance accurately.
  • Lack of understanding, involvement, or buy-in can undermine the effective implementation of KPIs. It’s essential to communicate the purpose, significance, and benefits of KPIs to your team and foster a culture of accountability and ownership.
  • You may struggle to define KPIs for intangible aspects and find appropriate ways to track and evaluate them. For example, customer satisfaction, brand perception, or employee morale may be important, but their measurement may rely on subjective assessments or indirect indicators. 

Finally, it’s important to regularly review and refine KPIs to ensure their relevance and effectiveness over time. KPIs should be directly linked to the overall business goals, and there should be a clear understanding of what you want to achieve.

Watch this KPI benchmarking simulator to learn how to successfully scale your agency: 

What is KPI Benchmarking?

KPI benchmarking is the process of comparing and analyzing the Key Performance Indicators (KPIs) of a business with those of other similar businesses or industry standards.

As a rule of thumb, industry standards, also called industry benchmarks, represent the average of key numbers collected from many different businesses in your respective industry.

KPIs are quantifiable metrics that help evaluate the performance and success of a business in achieving its goals.

Benchmarking KPIs involves measuring and assessing a business’s performance against predefined benchmarks or best practices. This comparison allows businesses to gain insights into their relative performance, identify areas for improvement, and set realistic targets for their KPIs.

Industry Benchmarks

Industry benchmarks are the performance standards in your respective sector or industry. They are identified based on the average or best-in-class performance of companies, usually your toughest competitors. These benchmarks can serve as a comparative measure to find out your business strengths and weaknesses and work on improvements.

Examples of KPI Benchmarking

Industry benchmarks come from various sources. Industry associations, market research firms, and government agencies typically determine benchmarks by analyzing and calculating key performance indicators (KPIs) based on aggregated data from large datasets.


In retail, for instance, benchmarks may include metrics such as average transaction value, sales per square foot, or inventory turnover.


In manufacturing, benchmarks could include metrics like production cycle time, defect rate, or equipment utilization.

Industry benchmarks are not set in stone. They evolve over time as market conditions change or new performance standards emerge. Regularly monitoring and updating benchmarks is crucial to ensure your business remains relevant and reflective of the industry’s current landscape.

Digital Marketing

Let’s consider an example of KPI benchmarking in digital marketing for a company that runs an e-commerce website. Here are a few common KPIs and how they can be benchmarked:

  • Conversion Rate measures the percentage of website visitors who complete a desired action, such as making a purchase. If the industry average conversion rate is 2%, you can evaluate its performance by aiming to meet or exceed that benchmark.
  • Click-Through Rate (CTR) measures the percentage of users who click on an ad or a specific link. If the average CTR for display ads in the industry is 0.5%, you can assess its performance and identify opportunities for improvement.
  • Cost per Acquisition (CPA) measures the average cost incurred to acquire a new customer. In benchmarking CPA, you can compare its cost per acquisition against industry averages or competitors. For example, if the industry average CPA is $50,  you can evaluate its efficiency in customer acquisition by aiming for a lower CPA while maintaining the desired level of customer quality.
  • Return on Ad Spend (ROAS) measures the revenue generated for every dollar spent on advertising. To benchmark ROAS, you can compare its performance against industry averages or competitors. If the industry average ROAS is 5:1 (for every $1 spent, $5 in revenue is generated), you set your target ROAS accordingly.
  • Website Traffic benchmarking involves comparing the company’s website traffic metrics, such as total visits or unique visitors, against industry averages or competitors. This can help you assess online visibility and audience reach.

These are just a few examples of KPIs that can be benchmarked in digital marketing. The specific KPIs and benchmarks vary depending on the company’s goals and digital marketing strategies.

KPI benchmarking depends on contextual factors. Context is made of your business goals, target market, and specific industry dynamics.

So how do you do the KPI benchmarking process to give it context? 

KPI Benchmarking Process

The benchmarking process typically involves the following steps:

  1. Determine KPIs crucial for measuring performance and success within your specific business area.
  2. Define benchmarks by identifying leading industry performers or industry standards for each KPI.
  3. Gather data for your business’s KPIs and the established benchmarks, including sources from internal data collection, external research, or industry reports.
  4. Analyze and compare your business’s KPIs against the benchmarks to identify performance gaps, strengths, and weaknesses. Investigate the reasons behind the differences and assess the potential impact.
  5. Set realistic and goal-related improvement targets based on the benchmarking analysis considering the best practices observed from the KPI benchmarking process.
  6. Implement strategies, initiatives, and action plans to improve your business’s performance in the identified areas, including process optimization, adopting new technologies, employee training, or other relevant measures.
  7. Monitor and compare the progress of your KPIs against benchmarks over time to evaluate the effectiveness of your improvement efforts, and adjust strategies when necessary. 

Regardless of whether you do it formally or casually as a part of an internal review process, KPI benchmarking provides you with valuable insights into your performance relative to peers or industry standards. 

KPI Benchmarking Report

A KPI benchmarking report is a document that presents the findings and analysis of a KPI benchmarking process. It provides a comprehensive overview of how your KPIs compare to benchmarks or industry standards. The report typically includes the following components:

  • Introduction
  • Methodology
  • KPI Definitions
  • Data Collection and Analysis
  • Findings and Insights
  • Recommendations
  • Conclusion
  • Appendices

A well-prepared KPI benchmarking report helps you make data-driven decisions to enhance effectiveness, performance, and competitiveness. 

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