'Benchmarking' in web analytics is the process of comparing a website’s performance metrics against industry standards or competitors to evaluate where it stands in relation to others.

This practice helps businesses understand their competitive position and identify areas for improvement. Benchmarking can cover various aspects, including site traffic, user engagement, conversion rates, and more.

Effective benchmarking provides valuable insights for strategic planning, helping businesses set realistic goals and adopt best practices to enhance their web performance and competitive edge. By measuring themselves against peers and industry leaders, organizations can drive continuous improvement and innovation.