Performance: Market and benchmarks
Compare the client’s CPM, CPC, CTR, CPA and ROAS with the median of accounts in the same segment, anonymously, month by month.
In this article · 6 sections
The Market tab in Performance shows where the client stands against similar accounts across the whole Relator base. For each paid media metric (CPM, CPC, CTR, CPA and ROAS) you see the segment median, the band holding the middle half of the accounts and the client’s point. Use it to answer “is this CPA expensive for the industry?” with a number instead of a hunch.
Before you start
- Connect the client’s Meta Ads or Google Ads. The comparison covers paid media only. See Connect Meta Ads and Connect Google Ads.
- Set the client’s segment. Without it there is nothing to compare with (see below).
- Your agency (or your account, if you are a company) must take part in the anonymous aggregate. Taking part is on by default; see Leave the anonymous aggregate at the end of this article.
- Available on all plans.
Who the client is compared with
- Same segment, same platform, same month. Each number is calculated per segment (for example, Dentistry or Real estate), per platform (Meta Ads or Google Ads) and per closed month. There is no breakdown by region and no free filter.
- Accounts of every Relator customer that takes part, from any agency or company. Each organization counts as a single point: its accounts in the segment are added up before the calculation. An agency with 20 clients in the same segment counts as one participant.
- Only accounts with meaningful spend. Accounts that spent less than R$ 500 in the month, accounts not in Brazilian reais (BRL) and accounts without a segment are left out.
- ROAS only with revenue. An account with no conversion value doesn’t enter ROAS, so it doesn’t drag the median down. CPA for an account with no conversions doesn’t enter either.
- Closed months. The current month never shows. The bar tells you when it comes in ([month] is added on [date]), on the first day of the following month. The calculation runs once a day.
Choose the client’s segment
The segment defines who the client is compared with. There are two ways to set it, and both save the same field:
- On the Market tab itself: without a segment, the screen shows Choose the client’s segment with the Choose segment button. With a segment, it shows as Segment: [name] in the bar; click it to change.
- In the client settings, under General › Identification, Segment field.
The list has a search box and 26 segments, such as Dentistry, Medical clinics and health, Aesthetics and beauty, Real estate, Online courses and info products, Fashion and accessories, Software and SaaS, B2B services and Local services. Choosing or changing the segment applies to the screen right away; the client’s accounts start counting in the new segment from the next daily calculation.
Step by step
- 1Step 1
Open the Market tab
Enter the client, click Performance and then the Market tab. In the bar, choose the Platform and the Month. Next to them you see how many accounts made it into the segment that month.
Illustrative screenKorra/PerformanceAsk RelatorAIPT
MarketWhere the client stands against similar accounts across the whole Relator base.OverviewPaid mediaOrganicSEOLeads & salesMarketSegmentSegment: DentistryPlatformMeta AdsMonthSeptember 2026Where the client stands · Meta Ads · SeptemberMetric Client Median Middle 50% CPM R$ 21.40 R$ 24.80 R$ 18.90 to R$ 31.20 CPC R$ 1.92 R$ 1.65 R$ 1.20 to R$ 2.30 CTR 1.12% 1.48% 1.05% to 2.10% CPA R$ 38.50 R$ 44.00 R$ 29.00 to R$ 61.00 ROAS No value Not enough data — This month at a glance- Strength: CPA 13% below the segment median.
- Watch out: CTR 24% below the median.Ask RelatorAI
Month by month · client percentile (100 = best)- 1Segment, platform and month of the comparison.
- 2Each metric with the client’s value, the median and the band of the middle 50% of the segment.
- 3This month at a glance: the strongest point and the one that needs attention, with the shortcut to RelatorAI.
- 4Month by month: the client’s position in the segment over the last months.
- 2Step 2
Read each row
On the chart, the dot is the client, the tick is the median and the band runs from the 1st to the 3rd quartile, where the middle 50% of accounts sit. A green dot is on the good side of the median; a red dot is outside the band, on the bad side. Each metric states its good side: lower is better for CPM, CPC and CPA, higher is better for CTR and ROAS. On mobile, tap a row to see the median and quartiles.
- 3Step 3
Use the month at a glance
This month at a glance points to the metric where the client does best and the one where it does worst against the median, as a percentage. Ask RelatorAI opens the chat with a ready question about what pulls the metric away from the median.
- 4Step 4
Follow the trend
In Month by month, pick the metric and see the client’s position in the segment over the last 6 closed months, as a percentile: p80 means the client does better than 80% of the accounts. The percentile moves in steps of 5. The other platform shows in a smaller card alongside, with the same segment.
Why a number doesn’t show
So that no company can be identified through the comparison, a number only shows when the sample protects the people in it. When the rule isn’t met, the metric shows Not enough data, with no median and no participant count.
Not enough data on a metric
- Why
- Fewer than 8 different organizations with that metric in the segment, platform and month, or one account (or organization) with more than 30% of the group’s spend
- What to do
- Try another month or the other platform. The sample grows as more accounts come in
Not enough data in this segment yet
- Why
- No metric in the segment passed the rule in any closed month
- What to do
- Check that the chosen segment is the closest to the business. A broader segment usually has more accounts
No value on the client row
- Why
- The client had no spend on that platform in the month, or the metric can’t be calculated (no conversions means no CPA; no revenue means no ROAS)
- What to do
- Check the account in Paid media
Choose the client’s segment
- Why
- The client has no segment
- What to do
- Click Choose segment
Your agency does not take part in benchmarks
- Why
- The agency (or the company account) left the anonymous aggregate
- What to do
- See the section below
| What you see | Why | What to do |
|---|---|---|
| Not enough data on a metric | Fewer than 8 different organizations with that metric in the segment, platform and month, or one account (or organization) with more than 30% of the group’s spend | Try another month or the other platform. The sample grows as more accounts come in |
| Not enough data in this segment yet | No metric in the segment passed the rule in any closed month | Check that the chosen segment is the closest to the business. A broader segment usually has more accounts |
| No value on the client row | The client had no spend on that platform in the month, or the metric can’t be calculated (no conversions means no CPA; no revenue means no ROAS) | Check the account in Paid media |
| Choose the client’s segment | The client has no segment | Click Choose segment |
| Your agency does not take part in benchmarks | The agency (or the company account) left the anonymous aggregate | See the section below |
Leave the anonymous aggregate
Ad account numbers enter the calculation summed and unidentified. If you’d rather not contribute, you can leave, but the rule goes both ways: whoever doesn’t contribute doesn’t see the comparison either.
- 1Step 1
Open the general settings
Agency: Agency › General. Company account: Settings › General.
- 2Step 2
Turn off participation
In the Market benchmarks section, turn off Take part in the anonymous aggregate. In an agency, the option applies to the accounts of every client and only the owner or an agency admin can change it. In a company account, only the account owner can change it.
- 3Step 3
Done
The change applies from the next daily calculation: the accounts stop entering the numbers and the Market tab shows Your agency does not take part in benchmarks (or Your account does not take part in benchmarks). To come back, turn the option on again.
Frequently asked questions
Can other customers see my client’s numbers?
No. Nobody sees another account’s value or the list of participants. Only medians and quartiles of groups with 8 or more organizations show, and no account can hold more than 30% of the group’s spend.
Does the portal client see the Market tab?
Yes, with the client’s own data against the segment. If the agency left the aggregate, the client sees the notice that the agency doesn’t take part, without the shortcut to change it: the decision belongs to the agency.
Why doesn’t the current month show?
Because a half month skews the comparison. The month comes in once it closes; the bar shows the date.
Can I compare GA4, SEO or CRM?
Not yet. The comparison covers only Meta Ads and Google Ads, on CPM, CPC, CTR, CPA and ROAS.
The client runs in US dollars. Does it show up?
No. Only accounts in Brazilian reais (BRL) enter, because comparing different currencies would give a false number.
Read next
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