> For the complete documentation index, see [llms.txt](https://docs.360dialog.com/360pilot/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.360dialog.com/360pilot/funnels-dashboard/understanding-cvr-benchmarks.md).

# Understanding CVR Benchmarks

Compare a funnel's conversion rate with similar businesses in 360Pilot.

Benchmarks help you understand whether a funnel's conversion rate is high or low for similar businesses.

{% hint style="info" %}
**CVR** means conversion rate. It is the percentage of journeys that reach the selected conversion.
{% endhint %}

### Find a benchmark

Look for an arrow beside a funnel name in the **Funnels** dashboard.

{% columns %}
{% column %}

#### Down arrow

The red arrow means your funnel's CVR is below the benchmark.
{% endcolumn %}

{% column %}

#### Up arrow

The green arrow means your funnel's CVR is above the benchmark.
{% endcolumn %}
{% endcolumns %}

If a funnel has no arrow, no benchmark is available for it. The rest of the row stays the same.

<figure><img src="https://1320299547-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA9K5ywaAjJL8mhR3e4GI%2Fuploads%2FMhGrahmZqZoflA4QBAhx%2FFunnels%20table%20with%20a%20red%20down%20arrow%20next%20to%20two%20funnel%20names.%20The%20other%20funnels%2C%20the%20Non-attributed%20row%2C%20and%20the%20Summary%20row%20have%20no%20arrow.%20The%20CVR%20%25%20column%20shows%20each%20funnel's%20conversion%20rate.?alt=media&amp;token=0e3d1e13-9d69-4200-a827-3b62cc2df7f7" alt="Funnels table with red down arrows beside two funnel names. Other funnels have no arrow."><figcaption><p>A down arrow identifies a funnel below its benchmark.</p></figcaption></figure>

### Understand the comparison

Hover over the arrow to view the funnel's result and benchmark.

<figure><img src="https://1320299547-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA9K5ywaAjJL8mhR3e4GI%2Fuploads%2FjdmzJQQdtZalMOEkepyk%2FBenchmark%20pop-up%20next%20to%20a%20funnel%20name.%20The%20title%20says%20Below%20benchmark.%20Under%20it%3A%20Retail%20%26%20E-commerce%2C%20LATAM%2C%20Lead%20Acquisition.%20A%20table%20compares%20CVR%20%25%3A%20This%20funnel%202.7%25%2C%20Benchmark%204.3%25%2C%20Delta%20-37%25.%20The%20note%20at%20the%20bottom%20says%20Median%20value%20for%20the%20last%2090%20days.?alt=media&amp;token=e93236cc-dbf9-48c7-b2bc-d50306e7dc14" alt="Benchmark card showing a funnel at 2.7%, a 4.3% benchmark, and a delta of negative 37%."><figcaption><p>An example comparison for a lead-acquisition funnel.</p></figcaption></figure>

| You see                                    | Meaning                                                                                                                       |
| ------------------------------------------ | ----------------------------------------------------------------------------------------------------------------------------- |
| **Above benchmark** or **Below benchmark** | Whether your funnel performs better or worse than similar businesses.                                                         |
| **Comparison group**                       | The industry group, region, and conversion type used for the comparison.                                                      |
| **This funnel**                            | Your funnel's CVR over the last 90 days. It doesn't follow the date range you select, so it can differ from the CVR % column. |
| **Benchmark**                              | The average CVR across businesses in the comparison group.                                                                    |
| **Delta**                                  | The relative difference between your CVR and the benchmark.                                                                   |

#### Read the delta

Delta shows the difference as a percentage of the benchmark.

$$
\text{Delta} = \frac{\text{This funnel} - \text{Benchmark}}{\text{Benchmark}} \times 100
$$

For example, a funnel converts at **2.7%** and its benchmark is **4.3%**:

1. The gap is **1.6 percentage points**.
2. The delta is **-37%**.
3. The funnel converts **37% less** than the benchmark.

{% hint style="info" %}
A percentage-point gap and a percentage delta are different. In this example, the gap is 1.6 points and the delta is -37%.
{% endhint %}

### See who your funnel is compared with

360Pilot compares your funnel with businesses that match all three items below.

| Match                            | Examples                                                 |
| -------------------------------- | -------------------------------------------------------- |
| **Business phone-number region** | LATAM, Brazil, Europe, Middle East, or Asia              |
| **Industry group**               | Retail & e-commerce                                      |
| **Funnel conversion type**       | Appointment, Subscription, Lead Acquisition, or Purchase |

{% hint style="warning" %}

* No benchmark appears when your region or industry group is unknown. It also does not appear when the matching group has too little data.
* Your business phone-number region and industry group are detected automatically.&#x20;
  {% endhint %}

### How the Benchmark Is Calculated

The benchmark is the average CVR for the comparison group.

{% stepper %}
{% step %}

#### Calculate each business's CVR

360Pilot calculates one CVR for every business in the group.
{% endstep %}

{% step %}

#### Remove very small samples

Businesses with fewer than 10 journeys are excluded.
{% endstep %}

{% step %}

#### Find the average

360Pilot uses the average CVR. Every business counts once. Large businesses do not outweigh smaller ones.
{% endstep %}
{% endstepper %}

{% hint style="info" %}
Benchmarks use the latest 90 days of data. Changing the dashboard date range or the entry point type filter does not change the benchmark arrows.
{% endhint %}