Google Analytics Expands Benchmarking for Size-Based Comparisons
Google Analytics significantly expanded its benchmarking capabilities on October 2, 2025. This update addresses a long-standing challenge for businesses: comparing absolute performance numbers despite vast size differences.
Previously, Google Analytics only supported normalized metrics in its benchmarking tool, launched on October 28, 2024. The recent update extends this functionality to 20 additional unnormalized metrics, including 'New users' and 'Total Revenue'.
The system now offers benchmarks in three percentiles - median, 25th, and 75th - providing a range for businesses to assess their relative standing. These benchmarks are available across 25 major industry categories and numerous subcategories for more granular comparisons.
Peer groups are determined by a combination of factors, including the selected industry category and signals from property URLs and app attributes. The Active users metric uses actual active user counts from peers for direct comparison. To access benchmarking data, properties must enable the 'Modeling contributions & business insights' setting in Admin > Account Settings.
The October 2 update allows businesses to compare their performance against peer groups within their industry category, regardless of size. Google Analytics' expanded benchmarking capabilities offer valuable insights for businesses to evaluate their performance and make informed decisions.
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