> For the complete documentation index, see [llms.txt](https://docs.smaq.io/documentation/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.smaq.io/documentation/projects/project-settings/kpi-benchmarks.md).

# KPI benchmarks

KPI benchmarks tell SMAQ what your "good", "okay", and "concerning" thresholds are for the metrics that matter to you. The AI uses these in automations and chat to contextualize results: "ROAS at 2.4 — below your 3.0 benchmark."

Without benchmarks, the AI uses industry averages, which are often off-base for your specific business.

> **\[Screenshot needed]** KPI Benchmarks tab with 5 KPIs configured: ROAS, CPA, CTR, Conversion Rate, AOV.

### What to benchmark

Standard KPIs that benefit from a benchmark:

* **ROAS** — your ROAS floor (e.g. 3.0 means you target 3× spend back in revenue).
* **CPA** — cost per acquisition ceiling.
* **CTR** — click-through rate floor.
* **Conversion Rate** — site conversion rate floor.
* **AOV** — average order value reference.
* **CPL** — cost per lead ceiling (for B2B / lead-gen).

You can also add custom benchmarks for any metric returned by your connections.

### Setting a benchmark

1. **Settings → KPI Benchmarks**.
2. Click **Add benchmark**.
3. Pick the **metric** (from connection-specific or custom metrics).
4. Set the **target** (the value you're aiming for or above).
5. Optional: set the **minimum acceptable** (a floor below which the AI flags concern).
6. Save.

> **\[Screen video needed]** Adding three benchmarks — ROAS, CPA, CTR — with targets and minimums. \~45 seconds.

### How benchmarks are used

* **Daily Brief** — sub-reports compare current values against benchmarks and call out gaps.
* **Dashboard Summary** — AI narratives reference benchmarks ("ROAS at 2.4, below your 3.0 target").
* **Anomaly Digest** — values outside benchmark ranges weighted higher in anomaly scoring.
* **Chat** — when you ask "How am I doing?", the AI compares against benchmarks.
* **Media Plan Intelligence** — uses benchmarks as success criteria when recommending reallocations.

### Updating benchmarks over time

Don't set-and-forget. As your business matures:

* **Lower CPA** as your funnel improves.
* **Raise ROAS** as efficiency improves.
* **Add benchmarks for new metrics** as new connections come online.

A good cadence: review benchmarks quarterly.

### Industry benchmarks (fallback)

If you don't set a benchmark for a metric, SMAQ uses an industry-average fallback based on your project's [archetype](/documentation/projects/project-settings.md). Setting your own benchmarks always beats the fallback — your business has its own economics.

### Permissions

* **View**: Member, Editor, Owner.
* **Edit**: Editor, Owner.

### Related

* [Project settings overview](/documentation/projects/project-settings.md).
* [Custom metrics](/documentation/features/datablocks/custom-metrics.md) — for benchmarking custom-formula KPIs.


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