A benchmark is a reference value a campaign result is compared against: the program’s own prior result, a holdout group, or an external industry figure, in that order of usefulness. Industry benchmarks describe other companies’ lists and other companies’ offers.
Category
Metrics
Also known as
performance benchmark; baseline
In practice
Before a campaign runs, write down what it is being compared to and what number would count as working. The holdout beats the prior result, and the prior result beats the industry figure. A campaign that only has the industry figure to compare against can’t say whether it earned anything.
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