Enter platform data
Example data table
| Platform | Impressions | Reach | Engagements | Clicks | Conversions | Spend | Start Followers | End Followers |
|---|---|---|---|---|---|---|---|---|
| 80,000 | 60,000 | 5,400 | 2,300 | 170 | $1,450 | 12,000 | 12,650 | |
| TikTok | 110,000 | 90,000 | 7,300 | 1,900 | 140 | $1,300 | 15,500 | 16,450 |
| YouTube | 70,000 | 50,000 | 3,200 | 2,600 | 210 | $1,600 | 8,400 | 8,610 |
Formula used
- Engagement Rate (%) = (Engagements ÷ Reach) × 100
- CTR (%) = (Clicks ÷ Impressions) × 100
- Conversion Rate (%) = (Conversions ÷ Clicks) × 100
- Follower Growth Rate (%) = ((Ending Followers − Starting Followers) ÷ Starting Followers) × 100
- Cost Efficiency = ((Clicks × 0.4) + (Conversions × 25)) ÷ Spend
- Normalized Metric Score = (Platform Metric ÷ Highest Metric Among Platforms) × 100
- Benchmark Score = Weighted average of normalized Engagement, CTR, Conversion, Growth, and Cost Efficiency scores
- CPE = Spend ÷ Engagements, CPC = Spend ÷ Clicks, CPA = Spend ÷ Conversions
The score is relative. A platform earns 100 on a component only when it leads that specific metric against the other entered platforms.
How to use this calculator
- Set the importance of engagement, CTR, conversion, growth, and cost using the weight inputs.
- Enter values for three platforms you want to benchmark against each other.
- Add impressions, reach, engagements, clicks, conversions, spend, and follower counts.
- Click Calculate Benchmark to generate rankings, KPI cards, the comparison chart, and the results table.
- Review the benchmark score first, then inspect the component metrics to understand why a platform ranked higher or lower.
- Use the CSV or PDF buttons to download the current benchmark output for reporting or team discussions.
FAQs
1. What does this benchmark tool compare?
It compares three platforms using engagement rate, click-through rate, conversion rate, follower growth, and cost efficiency. The final score combines those normalized metrics with your chosen weights.
2. Why are scores normalized?
Normalization puts different metrics on the same 0 to 100 scale. That makes engagement, growth, and conversion easier to compare without one metric dominating only because of its raw size.
3. Can I change the importance of each KPI?
Yes. The weight inputs let you emphasize what matters most. For awareness campaigns, raise engagement or growth. For performance campaigns, increase conversion and cost weights.
4. Is a higher cost efficiency always better?
Within this tool, yes. A higher cost efficiency means the platform produced more weighted outcomes per dollar spent. It rewards platforms that turn spend into useful actions more effectively.
5. What if one platform has zero clicks or conversions?
The calculator safely handles zero values by returning zero for ratios that cannot be computed. That avoids division errors while still reflecting weaker performance in the score.
6. Should I compare paid and organic results together?
You can, but interpret the outcome carefully. Mixed traffic sources can distort cost metrics. For cleaner benchmarking, compare paid with paid or organic with organic whenever possible.
7. What is the best way to choose weights?
Start from campaign goals. Brand campaigns usually value engagement and follower growth. Lead or sales campaigns often prioritize conversion rate and cost efficiency. Adjust weights to match business objectives.
8. Can this tool replace platform-native analytics?
No. It is a benchmarking layer for fast comparison. Native dashboards still provide deeper attribution, audience breakdowns, creative diagnostics, and placement-level performance details.