Category benchmarks for Sponsored Brands

28 January 2021

What’s been launched?

Advertisers can now evaluate their Sponsored Brands performance relative to their peers using the category benchmark downloadable report. Category benchmarks are available for impressions, click-through rate (CTR), return on ad spend (ROAS) and advertising cost of sales (ACOS). For each metric, the benchmark presents your performance with your closest peers’ performance values at the median, lower-performing quartile (bottom 25%) and top-performing quartile (top 25%) within specific shopping categories.

Why is it important?

With this data, you can compare your performance relative to your peers, identify improvement areas such as insufficient spend in categories with lower relative impressions and inform overall brand strategy.

You can now analyse the performance of your Sponsored Brands campaigns using both your own campaign performance and benchmarked peer performance with category benchmarks. You can better understand how performance changes are affected by your own campaign optimisations or category trends. The category benchmark report is available for a 90-day Lookback window.

Visit the Support Centre to learn more.



North America
  • CA
  • MX
  • US
South America
  • BR
  • DE
  • ES
  • FR
  • IT
  • NL
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP


  • Vendors
  • Sellers
  • Channel

  • Advertising console