Benchmarks in reports

You can compare your store’s data against benchmarks for specific metrics within Reports. The benchmark comparisons are displayed only in data charts; they aren't available in the data tables.

Compare benchmarks

1. Open a Report with a benchmark.
2. Click the Compare menu.
3. Select Benchmarks.

Available benchmarks

Benchmark data is available for the following metrics:

Reports and metrics with available benchmarks

Metric	Benchmark data available in the following reports
Online store conversion	Online store conversion over time
Sessions	Sessions over time
Average order value	Average order value over time, Orders over time
Customer retention rate	Cohort analysis report
Orders	Orders over time
Sales	Sales over time
Time to deliver	Fulfillment, shipping and delivery times
Time to fulfill	Fulfillment, shipping and delivery times
Time to ship	Fulfillment, shipping and delivery times

Note

Online store conversion benchmark is currently unavailable in Europe.

For each benchmark metric, three numbers are included that compare your store to stores like yours. These numbers are: median, 25th percentile, and 75th percentile. These values are available at a daily time grain and are only available at the aggregate level (in other words, your overall online store conversion is available, but not conversion by channel or any other dimension); the exception is the customer retention rate which is available at a weekly, monthly and quarterly grain.

Common terms:

Reports and metrics with available benchmarks

Term	Definition
Median	The value that represents the midpoint of stores similar to you (50% of stores have a higher value and 50% have a lower value than the median).
25th percentile	The value that represents the 25th percentile of stores similar to you (75% of stores have a higher value).
75th percentile	The value that represents the 75th percentile of stores similar to you (25% of stores have a higher value).

Calculating benchmarks

Benchmarks are created based on cohorts of stores similar to yours. The following factors are considered in defining similarity:

1. Order volume;
2. Primary market country; and
3. The categories of the products sold over the past 30 days.

Note

Benchmark data is delayed by 2 days. If you're looking at data on March 30th, then benchmark data will be available only up to March 27th.

Note

The group of stores we compare you to are refreshed every month. This means that you might notice changes in your relative performance because you are being compared to a different group in a new month.

Eligibility for benchmarks

Benchmark metric(s) for your store will display if the following conditions apply:

1. You have sold at least 1 product in the last 30 days with an assigned product category (product category is used as an input to determine your benchmark cohort).
2. There are enough similar stores in your benchmark cohort to provide a meaningful benchmark. A benchmark might not be available if there isn’t a sufficient number of stores similar to yours (determined by order volume and the primary market country of your business).

Note

These conditions above apply to every benchmark metric. Not all benchmark metrics will be available to every store—a subset of benchmarks might be available based on these conditions.