FiftyStrong ad benchmarks
Every checkpoint against the target, by period, region, and web or app
| Period | Web/App | Region (arrivals) | Hook rate | Link CTR | CPM | Link-through to onboarding | First question done | Lead rate | Started checkout | Purchase rate (paid) | Incl. free weeks | ROAS (actual) | ROAS (incl. free trials) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Benchmark | 25–40%, 30% norm | 1–1.5% good | $20+ (new account $80–120) | about 50% | 25–45% of paywall viewers | 2–3% | |||||||
| Target | ≥ 30% | ≥ 2.5% | ≤ $35 | ≥ 50% | ≥ 8% | ≥ 2.5% | ≥ 2.5% | 1.0× = break even | 1.0× = break even | ||||
| Oct 14–18 | Web | US/CA/GB (116) | 34% | 3.3% | $62 | 100% | 24% | 19% | 6.2% | 0.0% | 0.0% | 0.00× | 0.00× |
| Oct 22–23 | Web | US/CA/GB/AU (61) | 36% | 4.8% | $120 | 100% | 49% | 41% | 9.8% | 1.6% | 1.6% | 0.09× | 0.09× |
| Oct 23–26 | Web | US/CA/GB/AU (48) | 35% | 2.9% | $85 | 96% | 40% | 31% | 8.3% | 4.2% | 4.2% | 0.27× | 0.27× |
| Oct 22–26 | Web | US (32) | 3.8% | $131 | 94% | 44% | 34% | 6.3% | 0.0% | 0.00× | 0.00× | ||
| Oct 22–26 | Web | Australia (30) | 4.3% | $111 | 91% | 47% | 37% | 13% | 3.3% | 0.28× | 0.28× | ||
| Oct 22–26 | Web | Britain (23) | 3.1% | $83 | 100% | 57% | 48% | 13% | 8.7% | 0.51× | 0.51× | ||
| Oct 22–26 | Web | Canada (23) | 3.7% | $61 | 100% | 35% | 30% | 4.3% | 0.0% | 0.00× | 0.00× | ||
| Oct 25–26 | Web | Taiwan (149) | 40% | 6.0% | $44 | 98% | 22% | 15% | 4.0% | 0.7% | 1.3% | 0.45× | 0.45× |
| Oct 26–28 | Web | CA/GB/AU (101) | 36% | 4.0% | $87 | 88% | 40% | 27% | 5.0% | 1.0% | 1.0% | 0.08× | 0.08× |
| Oct 26–28 | Web | Britain (40) | 4.0% | $87 | 87% | 35% | 28% | 7.5% | 2.5% | 2.5% | 0.20× | 0.20× | |
| Oct 26–28 | Web | Canada (32) | 3.6% | $63 | 91% | 41% | 16% | 3.1% | 0.0% | 0.0% | 0.00× | 0.00× | |
| Oct 26–28 | Web | Australia (27) | 4.4% | $118 | 79% | 44% | 37% | 3.7% | 0.0% | 0.0% | 0.00× | 0.00× | |
| Oct 26–28 | Web | SG/IE/NZ (135) | 33% | 2.3% | $67 | 87% | 33% | 19% | 3.7% | 0.7% | 0.7% | 0.13× | 0.13× |
| Oct 26–28 | Web | Singapore (34) | 29% | 2.6% | $100 | 89% | 24% | 8.8% | 8.8% | 2.9% | 2.9% | 0.40× | 0.40× |
| Oct 26–28 | Web | Ireland (43) | 34% | 1.7% | $47 | 80% | 30% | 21% | 2.3% | 0.0% | 0.0% | 0.00× | 0.00× |
| Oct 26–28 | Web | New Zealand (54) | 35% | 3.2% | $75 | 84% | 43% | 24% | 1.9% | 0.0% | 0.0% | 0.00× | 0.00× |
| Oct 26–28 | Web | Taiwan (249) | 39% | 5.4% | $29 | 93% | 16% | 12% | 4.4% | 0.8% | 1.2% | 0.61× | 0.61× |
| Oct 29–31 | App | CA/GB/AU (84) | 34% | 3.2% | $13.66 | 30% | 80% | 20% | 0.0% | 3.6% | 0.00× | 0.53× | |
| Oct 29–31 | App | Canada (40) | 34% | 3.0% | $12.60 | 25% | 83% | 20% | 0.0% | 5.0% | 0.00× | 0.55× | |
| Oct 29–31 | App | Britain (28) | 33% | 3.3% | $12.90 | 41% | 71% | 21% | 0.0% | 3.6% | 0.00× | 0.99× | |
| Oct 29–31 | App | Australia (16) | 36% | 3.7% | $18.60 | 31% | 88% | 19% | 0.0% | 0.0% | 0.00× | 0.00× | |
| Oct 29–31 | App | Taiwan (80) | 42% | 2.7% | $4.72 | 9.9% | 93% | 16% | 1.3% | 2.5% | 0.11× | 0.26× |
- Arrivals are quiz sittings from an ad on the web, and new users who opened the app during an app campaign. Every rate after link-through is a share of arrivals.
- Link-through to onboarding is arrivals ÷ ad link clicks. On the web it is reaching the quiz. In the app it adds the App Store, the install and the first open. A web reload can start a second sitting, so web values above 100% show as 100%.
- Started checkout is the web order sheet, or Apple's payment sheet in the app. Purchase rate (paid) counts money taken by 4 Nov; Incl. free weeks adds free weeks that have not charged yet.
- The app has no lead step: it asks for email only after she buys. A blank cell means the metric has no data for that row.
- Web prices tripled on 27 Oct at 19:10 HKT, partway through the Oct 26–28 rows. Taiwan's first-question rate undercounts from 27 Oct, since a third of its landers skip the quiz.
- ROAS is revenue ÷ ad spend, before Apple's or Stripe's cut and tax, in USD at about £1 = $1.33, A$1 = $0.65, S$1 = $0.77, C$1 = $0.72, NT$1 = $0.031. Actual is money collected by 4 Nov. Incl. free trials adds the first charge of each free week still running, as if she pays; free weeks she cancelled add nothing. It counts first charges only, so a monthly plan's later months are not in it yet.
- The samples are small: most rows have 0–3 sales, so one sale moves a purchase rate a lot.