Benchmarking allows Analytics users to compare data with other companies, under the same industry, that shares their data. There are over 1600 industries to choose from in the Benchmarking menu and the report can be further filtered.

Unfortunately it’s not automatically available and you do need to activate it because it affects your privacy settings. Check out the  steps here to enable Benchmarking in your account.

Reports

Reports are found under the “Audience” section of the Google Analytics reporting interface.
(Go to Audience > Benchmarking)

You are able to run reports by Channel, Location and Device and benchmark your website against its industry vertical, size by daily visits and geographic location with the six standard metrics to compare.

Whilst Benchmarking isn’t new to Google (it was an original feature that was removed in 2011 in lieu of a direct email), this is only the beginning of the latest Benchmarking tool. Google will be introducing additional capabilities on this feature soon and we are so excited to see what they will come up with.

Yours in analytics,
Brio Team