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% | 57% † | 20% | 0.0% | 3.6% | 0.00× | 0.53× |
| Oct 29–31 | App | Canada (40) | 34% | 3.0% | $12.60 | 25% | 83% | 53% † | 20% | 0.0% | 5.0% | 0.00× | 0.55× |
| Oct 29–31 | App | Britain (28) | 33% | 3.3% | $12.90 | 41% | 71% | 61% † | 21% | 0.0% | 3.6% | 0.00× | 0.99× |
| Oct 29–31 | App | Australia (16) | 36% | 3.7% | $18.60 | 31% | 88% | 63% † | 19% | 0.0% | 0.0% | 0.00× | 0.00× |
| Oct 29–31 | App | Taiwan (80) | 42% | 2.7% | $4.72 | 9.9% | 93% | 78% † | 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's lead rate is the share who reached the paywall. The app asks for email only after she buys. On the web the email screen sits just before the paywall, so web leads and paywall views are almost the same people. 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.