With the arrival of Google Analytics 4 (GA4), many familiar features have disappeared, causing frustration among users. However, not everything is bad news—GA4 has also introduced new and powerful features we can really benefit from. One of them is benchmarking, which allows you to compare your business performance with that of other companies in the same sector. But how can we leverage this information to make better strategic decisions?
Benchmarking is a methodology that helps you identify how your competitors are performing and understand how your business compares. With GA4, this process becomes easier thanks to access to aggregated and anonymous data from companies similar to yours (note: this also depends on the business category you’ve selected in GA4).
Understand relative performance: GA4 offers comparative metrics across different areas, such as traffic, conversion rate or bounce rate. This reveals opportunities and highlights areas for improvement across all metrics.
Identify trends and patterns: Through data analysis, you can detect trends that are working in other businesses with similar characteristics. This enables you to anticipate market movements and adapt your digital strategy accordingly.
Improve decision-making: Benchmarking gives you an objective foundation to make decisions. It’s not about copying your competitors, but learning from them and adapting their best practices to your specific context.
It’s important to remember that benchmarking is not about copying what others do—it’s about understanding what works in your industry and tailoring it to your own reality. As a marketing agency, we make data-driven decisions, adjusting your marketing efforts, optimizing content or improving user experience based on the insights gained from benchmarking.
