The benchmark section compares four ratios, ACOS, ROAS, CTR and conversion rate, against other accounts that have run a Badger Sheets audit.
Who you are compared with
Accounts are grouped by monthly ad spend:
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Small: under $1k a month.
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Mid: $1k to $10k a month.
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Large: $10k to $100k a month.
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Enterprise: $100k a month and up.
Monthly spend is the spend in your file scaled to a 30-day month using the date range in the filename, so a 60-day export and a 30-day export land in the same tier.
Within a tier, The Badger first looks for accounts with the same product mix as yours: Sponsored Products only, Sponsored Products plus Sponsored Brands, or all three including Sponsored Display. If your tier and mix has at least 20 accounts, that is your comparison group. If not, it widens to your whole spend tier. If the tier is still too small, it compares you with all accounts in your currency, and the report says so.
Why you might see "No benchmark yet"
A benchmark is only shown when at least 20 accounts sit in the group. Below that, a percentile could describe a small enough set of accounts to identify one of them, so the report shows nothing rather than a number. The line under the section, for example "Pool: Small under 20 · Mid 49 · Large 34 · Enterprise under 20. You're in Large.", shows how big each tier's pool is right now.
Benchmarks are in US dollars only. A file in another currency gets the full audit, but its ratios are not pooled and it is not compared against USD accounts.
How to read the numbers
p50 is the median peer: half of the group does better and half does worse. p25 to p75 is the middle half, the typical range. Lower ACOS is better. Higher ROAS, CTR and conversion rate are better. A check mark means you beat the median.
What goes into the pool
Only the four headline ratios and the spend tier. No campaign name, keyword, search term, ASIN, SKU, account identifier or email is ever part of a benchmark, and only accounts that verified their email are counted. Nothing in a benchmark can be traced back to a single account.