Google Analytics Expands Benchmarking Capabilities for Better Business Insights
Google Analytics has significantly expanded its benchmarking capabilities, rolling out updates on October 2, 2025. This expansion aims to help businesses of varying sizes compare their performance more meaningfully.
Initially launched on October 28, 2024, Google's benchmarking tool has now grown to cover 25 major industry categories and numerous subcategories, allowing for more granular comparisons. The tool calculates a performance range tailored to each property's scale, addressing the challenge of comparing businesses of vastly different sizes.
The updated system now supports comparisons for 20 additional unnormalized metrics, including 'New users' and 'Total Revenue', in addition to the previously available normalized metrics. Businesses can assess their relative standing using median, 25th, and 75th percentiles. Peer groups are determined by a combination of factors, including industry category, property URLs, and app attributes. To access benchmarking data, properties must enable the 'Modeling contributions & business insights' setting in Admin > Account Settings.
With these enhancements, Google Analytics provides businesses with a more comprehensive view of their performance, enabling them to benchmark against peers more effectively. This update underscores Google's commitment to helping businesses make data-driven decisions.
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