Measurement
How do I benchmark my CPL against the industry?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
How do I benchmark my CPL against the industry?
Use public UK benchmarks (e.g., Platinum Prospects niche benchmarks), triangulate with 2-3 agency sources, then adjust for your niche, creative maturity and offline tracking.
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Steps
- Pull your niche + platform from a UK benchmark source
- Note the range (low-high) and your position
- Adjust: subtract 10-25% if your offline conversions are feeding back for 90+ days
- Adjust: add 20-40% if your creative is under 6 months old or niche is highly regulated
Use it to set targets
Aim top-quartile, not mean; mean hides under-performers.
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