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Two things to internalize before scanning the benchmark tables:

One — context matters more than the number. A 4× ROAS at $250K monthly spend is exceptional. A 4× ROAS at $5K monthly spend is mediocre. Same number, opposite meaning. The benchmarks below are stratified by spend tier and stage so you can compare apples to apples.

Two — your reported numbers are probably wrong. Without server-side tracking and Meta CAPI, the average DTC brand reports CAC 15–30% higher than reality. Before benchmarking against industry, audit your tracking setup.

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DTC ecommerce — end-to-end benchmarks

Stage	Industry average	Top 25%	Top 1% (AdSquad portfolio peak)
Ad click → landing page view	100%	100%	100%
Landing page → product page	60–75%	80%+	88%
Product page → add to cart	8–15%	18%+	22%
Add to cart → checkout start	50–65%	70%+	78%
Checkout start → purchase	38–50%	60%+	72%
End-to-end (click → purchase)	1–3%	3–5%	5%+
Repeat purchase rate (90 days)	15–25%	30%+	40%+

DTC verticals that outperform the average:

• Beauty/skincare: end-to-end 2–4% baseline (high emotional purchase)
• Apparel: 1–2% baseline (high return rate compresses CR)
• Food/beverage: 2–3% baseline (subscription mechanics improve LTV)
• Jewelry: 1.5–2.5% baseline (high consideration, longer cycle)
• Home goods: 2–4% baseline (gift-giving boosts holidays)

AdSquad client examples: Kalifano (DTC jewelry) hit 6.2× ROAS sustained. Tiesta Tea (DTC beverage) grew quarterly revenue from $77K to $309K (4×). Earth Harbor (skincare) hit 7.2× peak ROAS during launch periods.

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B2B SaaS — lead gen funnel benchmarks

Stage	Industry average	Top 25%	Top 1%
Visitor → lead (capture)	2–5%	8%+	11%+
Lead → MQL	25–35%	45%+	55%+
MQL → SQL	13–26%	32%+	40%+
SQL → opportunity	50–62%	70%+	80%+
Opportunity → closed-won	15–30%	35%+	45%+
End-to-end (visitor → closed)	0.5–2%	2–3.5%	3.5%+
Free trial signup → paid conversion	3–8%	12%+	20%+

Industry sub-segment benchmarks:

• Vertical SaaS (specific industries): 4–6% capture, 30%+ MQL→SQL
• Horizontal SaaS (general tools): 2–4% capture, 20%+ MQL→SQL
• Enterprise SaaS ($50K+ ACV): 1–2% capture, 50%+ SQL→close
• SMB SaaS ($1K–$10K ACV): 5–10% capture, 15%+ end-to-end

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B2B services / professional firms

Stage	Industry average	Top 25%	Top 1% (AdSquad portfolio peak)
Visitor → consultation request	2–4%	6%+	9%+
Consultation request → booked call	60–75%	85%+	95%+
Booked call → showed up	55–70%	80%+	90%+
Show → proposal	40–60%	70%+	80%+
Proposal → closed-won	25–40%	50%+	65%+
End-to-end (visitor → closed)	0.3–1%	1.5–2.5%	3%+

Where AdSquad's RLS (Responsive Lead System) shifts the math: most B2B services brands lose 67% of leads between form submit and booked call. RLS automation typically recovers 19% of those lost leads. That single fix can move end-to-end conversion from 0.5% to 1.2%.

AdSquad B2B services example: RSN Property Group went from $220 CPL to $71 CPL (−68%), raising $25M+ in client capital through the system.

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Info products / coaching

Stage	Industry average	Top 25%	Top 1% (2CCX-tier)
Opt-in page → registration	25–40%	50%+	65%+
Registration → webinar attendance	35–50%	60%+	70%+
Attendance → checkout view	15–30%	40%+	55%+
Checkout → purchase	10–25%	35%+	50%+
End-to-end	0.5–3%	3–6%	6%+

Info-product-specific patterns: free-then-paid funnels 5–15% end-to-end. Direct sales pages ($497–$1,997) 1–3% end-to-end. High-ticket challenge funnels ($5K+) 0.3–1% but high ROI per buyer. Webinar funnels ($1K–$10K) 2–5% end-to-end (the 2CCX workhorse).

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Email & SMS conversion benchmarks

Type	Open rate	Click rate	Conversion (of clicks)
Welcome sequence	35–55%	4–8%	8–15%
Abandoned cart (DTC)	40–60%	8–15%	10–20%
Post-purchase upsell	30–50%	3–6%	5–12%
Nurture (B2B)	20–35%	2–5%	3–8% (to MQL)
Re-engagement (90+ days)	10–25%	1–3%	2–5%
SMS abandoned cart	95%+	15–25%	15–25%

The pattern that surprises most operators: abandoned cart SMS converts at 15–25% of opens — making it one of the highest-ROI conversion mechanics in modern DTC.

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What "good" actually requires

Five things every above-average funnel does, regardless of industry:

1. Server-side tracking (GA4 measurement protocol + Meta CAPI). Without it, reported CAC inflates 15–30%.
2. Creative volume. 30–50 ad concepts per month for any brand spending $25K+/month on Meta.
3. Lead-state automation. Speed-to-lead under 5 minutes (21× conversion lift vs 30+ minute response).
4. Multi-touch nurture. 70% of buyers complete the journey across 10+ touchpoints.
5. Retention math. LTV/CAC ratio above 3.0 is the actual scale ceiling.

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See your real benchmarks

The AdSquad audit engine runs your brand through the same 127-page diagnostic our strategists use. Seven reasoning steps. Stage-by-stage conversion analysis. Industry-calibrated benchmarks.

Run the audit on your brand →

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Frequently asked questions

What's a good conversion rate for a landing page?

DTC product page: 8–15% (add to cart). B2B services consultation page: 2–6%. Info product opt-in page: 25–40%.

How do top performers achieve 2–5× the industry average?

Server-side tracking (catches 15–30% reported losses), creative volume (30+ per month), and post-conversion flows (email/SMS recovering 15–25% of dropped intents).

What's the difference between gross CR and net CR?

Gross = visitor to purchase. Net = same metric after excluding returns, chargebacks, refunds. Net CR is usually 15–25% below gross CR.

Are these benchmarks for paid traffic or organic?

Mixed — most reflect blended traffic. Paid typically converts 30–50% below organic at the same funnel stage (paid is colder).

How long should it take to reach top-25% performance?

A correctly-installed AOS funnel typically reaches top-25% benchmarks within 90 days of launch. Top-1% performance usually takes 12–18 months of iteration.

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Related reading

• Best Funnel Builders → (pillar)
• B2B Lead Generation Funnel: Stages, Benchmarks →
• DTC ROAS Benchmarks 2026 →