What separates a good marketing campaign from a great one? Campaign metrics alone don’t tell the full story—a campaign’s success is defined by how effectively it drives engagement, foot traffic, and conversions compared to industry benchmarks. Strong engagement or a high visit rate might look impressive, but without competitive benchmarks, it’s impossible to know if those results are exceptional or simply on par with industry standards.
Cuebiq’s competitive benchmarking offers a data-driven framework to measure campaign effectiveness, refine targeting, and continuously refine strategies based on market benchmarks. Using real-world footfall attribution data across multiple verticals, Cuebiq’s Annual Benchmark Report helps businesses pinpoint strengths, address gaps, and refine their strategies with precision.
What is Competitive Benchmarking—And Why Does It Matter?
Competitive benchmarking allows brands to measure their marketing performance against industry standards, offering direct comparisons on key performance indicators like engagement rates, foot traffic, and conversion rates to assess campaign effectiveness within the competitive landscape. With Cuebiq’s benchmarks, brands can:
- Compare their Uplift, Visit Rate, Incrementality Effect, and Cost per Incremental Visit (CPIV) to industry standards.
- Identify areas for optimization and pinpoint wasted ad spend.
- Gain a competitive edge by understanding where their campaigns rank (below average, average, or high-performing) within their sector.
- Adjust media mix, targeting strategies, and campaign execution based on real-world footfall data.
Benchmarking is especially powerful when paired with real-time campaign optimization, allowing brands to adjust strategies mid-flight for better performance.
How Cuebiq’s Benchmarking Works
Cuebiq’s benchmarks are based on real-world campaign data collected from brands across multiple verticals. The 2024 Cuebiq Benchmark Report covers industries including:
- Retail & E-Commerce
- Quick-Service Restaurants (QSR) & Food Chains
- Automotive & Mobility
- Finance & Insurance
- Consumer Electronics & Home Improvement
- Travel & Hospitality
Using Interactive Advertising Bureau (IAB) industry categorizations, Cuebiq establishes performance thresholds for each metric. Brands and agencies can assess whether their campaigns rank below average, average, or high-performing, then optimize their campaigns to reach new audiences based on these competitive benchmarks:
- Uplift – The percentage increase in visits from exposed vs. unexposed audiences.
- Visit Rate – The percentage of consumers exposed to an ad who visited a store or location.
- Incrementality Effect – The proportion of visits that were directly driven by an ad, rather than organic traffic.
- Cost per Incremental Visit (CPIV) – The total campaign cost divided by the number of incremental visits.
Agencies Use Benchmarks to Gain a Competitive Edge
Benchmarking isn’t just about tracking numbers—it’s about uncovering actionable, competitive insights that help agencies refine their strategies and outperform competitors. Here’s a glimpse into the report:
- In the Retail industry, uplift varies widely—high-performing campaigns achieve rates up to 4.00%, while average campaigns hover around 0.22%, and below-average campaigns fall below 0.11%.
- For Quick-Service Restaurants (QSR), the Incrementality Effect for leading QSR campaigns reaches 10.48%, more than double the industry average of 4.88%—demonstrating the impact of optimized media strategies on driving real-world visits.
- In the Consumer Electronics sector, Cost per Incremental Visit (CPIV) varies significantly, with high-performing campaigns achieving CPIV as low as $0.25, while below-average campaigns see costs as high as $29.82.
- In the Travel & Tourism industry, high-performing campaigns achieve Visit Rates of up to 1.78%, while below-average campaigns remain under 0.13%—just one example of the many benchmarks available in the full report.
These are just a few of the key insights—the full report contains a much deeper analysis across multiple industries and performance metrics. Understanding how your campaigns perform relative to industry benchmarks is key to making informed, data-driven optimizations. Whether you’re looking to reduce ad waste, improve targeting, or enhance incrementality, Cuebiq’s benchmark data provides the insights you need. Download the 2024 Cuebiq Benchmark Report to evaluate your performance, and explore how Cuebiq measures true campaign impact to refine your strategies even further.
Additionally, brands can use Cuebiq’s Measurement Solutions to track incrementality, visit rates, and real-world consumer behavior, ensuring their campaigns are backed by the most accurate offline data.
Benchmark smarter. Compete better. With Cuebiq, brands can unlock the power of real-world consumer insights to stay ahead of the competition. Contact Cuebiq to learn how our solutions can help you optimize your campaigns with industry-leading benchmarks.
