Google Analytics Boosts Benchmarking: Now Offers 20 More Metrics and Size-Based Comparisons
Google Analytics has bolstered its benchmarking capabilities, offering businesses a more comprehensive view of their performance. The tool now provides a range of percentiles, including median, 25th, and 75th, to help businesses assess their standing within their industry. Additionally, the platform supports comparisons for 20 more unnormalized metrics, such as 'New users' and 'Total Revenue'.
To access benchmarking data, properties must have the 'Modeling contributions & business insights' setting enabled in Admin > Account Settings. Peer groups are determined by a combination of factors, including the broad industry category selected during setup and signals from property URLs and app attributes. Google initially introduced its benchmarking tool on October 28, 2024, with support for normalized metrics only.
Google Analytics offers benchmarks across 25 major industry categories, with numerous subcategories enabling more granular comparisons. The platform calculates a performance range tailored to each property's scale by multiplying the peer group's normalized metric by the individual property's active user count. However, the Active users metric uses actual active user counts from peers in the group.
On October 2, 2025, Google Analytics rolled out a significant expansion to its benchmarking capabilities. This update addresses the challenge of comparing absolute performance numbers between businesses of vastly different sizes.
With these enhancements, Google Analytics' benchmarking tool provides businesses with a more robust set of comparisons, helping them understand their performance within their industry category more effectively. By offering a range of percentiles and supporting more unnormalized metrics, the platform empowers businesses to make informed decisions based on meaningful, size-appropriate benchmarks.
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