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Source Profile: Perpetua.

Perpetua is an ecommerce advertising optimization and intelligence software provider offering advertisers customizable solutions to achieve marketing efficiency across major ecommerce platforms.

Insider Intelligence Metric

Given the extent and range of Perpetua’s customer base and product categories, this partner has met our criteria for actionable and compelling data. Inclusive of this data is coverage of 10 globally significant Amazon marketplaces with diverse advertising account sizes to ensure valuable representation. Perpetua’s data has been treated for consistency through providing averages as medians to reduce outlier effects and consistent capturing of active campaigns of the relevant type in the relevant marketplace and time period.

As a result, we strongly value Perpetua’s data related to its expertise in advertising strategy across Amazon, Walmart, Instacart, and Target, as well as its insights on customer acquisition and attribution gathered from its Amazon Marketing Cloud analytics solutions.

Methodology Behind the KPIs

Perpetua’s data is based on anonymized performance data from advertising campaigns in their respective countries. All quarterly benchmark figures are calculated based on advertisers that were actively running campaigns of the relevant ad type, in the relevant marketplace, for the duration of the relevant time period. Unless otherwise stated, ratio metrics, such as cost per click or conversion rate, are given as median values across all advertisers that meet the relevant criteria. Volume metrics, such as attributed ad sales or number of impressions, are given as means.

KPIs in the Portal

CategoryKPIKPI Definition
Retail Media KPIsAverage order value (AOV)Revenues from ads divided by the number of conversions
Retail Media KPIsAverage order value (AOV) growthYear-over-year change in AOV, which is the revenues from ads divided by the number of conversions
Retail Media KPIsAttributed ad spend growthYear-over-year change in the costs incurred by advertisers for the relevant ad type
Retail Media KPIsClick growthYear-over-year change in the number of times a user clicks on an ad
Retail Media KPIsConversion rateTotal number of conversions divided by the total number of clicks attributed to the advertising campaigns in question. It is expressed as a percentage.
Retail Media KPIsConversion rate growthYear-over-year change in conversion rate, which is the total number of conversions divided by the total number of clicks attributed to the advertising campaigns in question
Retail Media KPIsConversion growthYear-over-year change in the number of purchase actions attributed to a user’s interaction with an ad. Attribution windows are defined by Amazon.
Retail Media KPIsCost per acquisition (CPA)Amount spent on ads divided by the number of conversions
Retail Media KPIsCost-per-acquisition (CPA) growthYear-over-year change in CPA, which is the amount spent on ads divided by the number of conversions
Retail Media KPIsCost per click (CPC)Total advertising cost divided by the number of clicks. When comparing multiple marketplaces that use different currencies, it is expressed in USD to enable comparison. Daily historical exchange rates from the relevant time period are used for conversion. CPC in the local currency is also provided.
Retail Media KPIsCost-per-click (CPC) growthYear-over-year change in CPC, which is the total advertising cost divided by the number of clicks
Retail Media KPIsDetail page view rateNumber of detail page views divided by the number of impressions (for Amazon DSP)
Retail Media KPIsCost per detail page viewAd spend divided by the number of detail page views attributed to interactions with DSP ads (for Amazon DSP)
Retail Media KPIsCost per impression (CPM)Ad spend divided by impressions, multiplied by 1,000
Retail Media KPIsClickthrough rate (CTR)Total number of clicks divided by the total number of impressions attributed to the advertising campaign in question. It is expressed as a percentage.
Retail Media KPIsClickthrough rate (CTR) growthYear-over-year change in CTR, which is the total number of clicks divided by the total number of impressions attributed to the advertising campaign in question
Retail Media KPIsImpression growth“Year-over-year change in the number of times the ad is displayed to a user. For video ads, this does not mean the video has to be viewed. “
Retail Media KPIsNew-to-brand purchase ratePurchase rate for customers identified as being new-to-brand, meaning they have not previously purchased from the brand in question (for Amazon DSP)
Retail Media KPIsPurchase rateNumber of conversions divided by the number of impressions (for Amazon DSP)
Retail Media KPIsReturn on ad spend (ROAS)Total revenues attributed to ad campaigns divided by the total ad spend for these campaigns. It is usually expressed in a currency and can be considered the amount of revenues for every dollar (or other currency) invested in ads.
Retail Media KPIsReturn on ad spend (ROAS) growthYear-over-year change in ROAS, which is the total revenues attributed to ad campaigns divided by the total ad spend for these campaigns
Retail Media KPIsVideo average order value (AOV)Revenues from video ads divided by the number of video conversions. Video conversions are the number of purchase actions attributed to a user’s interaction with a video ad. Attribution windows are defined by Amazon.
Retail Media KPIsVideo average order value (AOV) growthYear-over-year change in video AOV, which is the revenues from video ads divided by the number of video conversions. Video conversions are the number of purchase actions attributed to a user’s interaction with a video ad. Attribution windows are defined by Amazon.
Retail Media KPIsVideo attributed ad sales growthYear-over-year change in the revenues generated from attributed video ad clicks
Retail Media KPIsVideo attributed ad spend growthYear-over-year change in the costs incurred by advertisers for the relevant video ad type
Retail Media KPIsVideo click growthYear-over-year change in the number of times a user clicks on a video ad
Retail Media KPIsVideo conversion growth“Year-over-year change in the number of purchase actions attributed to a user’s interaction with a video ad. Attribution windows are defined by Amazon. “
Retail Media KPIsVideo cost per acquisition (CPA)Amount spent on video ads divided by the number of conversions
Retail Media KPIsVideo cost per acquisition (CPA) growthYear-over-year change in video CPA, which is the amount spent on video ads divided by the number of conversions
Retail Media KPIsVideo cost per click (CPC)Total video advertising cost divided by the number of clicks. When comparing multiple marketplaces that use different currencies, it is expressed in USD to enable comparison. Daily historical exchange rates from the relevant time period are used for conversion. CPC in the local currency is also provided.
Retail Media KPIsVideo cost per click (CPC) growthYear-over-year change in video CPC, which is the total video advertising cost divided by the number of clicks
Retail Media KPIsVideo cost per impression (CPM)Video ad spend divided by impressions, multiplied by 1,000
Retail Media KPIsVideo clickthrough rate (CTR)Total number of video clicks divided by the total number of impressions attributed to the video advertising campaign in question. It is expressed as a percentage.
Retail Media KPIsVideo clickthrough rate (CTR) growthYear-over-year change in video CTR, which is the total number of video clicks divided by the total number of impressions attributed to the video advertising campaign in question
Retail Media KPIsVideo conversion rateTotal number of video conversions divided by the total number of video clicks attributed to the advertising campaigns in question. It is expressed as a percentage.
Retail Media KPIsVideo conversion rate growthYear-over-year change in video conversion rate, which is the total number of video conversions divided by the total number of video clicks attributed to the advertising campaigns in question
Retail Media KPIsVideo impression growthYear-over-year change in the number of times the video ad is displayed to a user. For video ads, this does not mean the video has to be viewed.
Retail Media KPIsVideo return on ad spend (ROAS)Total revenues attributed to video ad campaigns divided by the total ad spend for these campaigns. It is usually expressed in a currency and can be considered the amount of revenues for every dollar (or other currency) invested in ads.
Retail Media KPIsVideo return on ad spend (ROAS) growthYear-over-year change in video ROAS, which is the total revenues attributed to video ad campaigns divided by the total ad spend for these campaigns

Access Industry KPIs.

Industry KPIs is the most comprehensive portal for marketing, retail, and ecommerce KPIs available anywhere, with more than 30 leading sources of industry KPIs—and growing.

Click below and fill out a brief form to have one of our team members speak with you about how Industry KPIs could save you time, pinpoint your performance gaps, and help you measure new strategic opportunities for future growth.

Insider Intelligence Industry KPIs