Performance marketing benchmarks in the Russian Federation 2026
Seven median values for niches in the Russian Federation - CPL, ROAS, conversion, CPC, CTR, open rate, LTV/CAC. To stop arguing “Is this a normal figure or not” - there is a median, an upper and lower quartile.
Once every two weeks the question “is this normal” arrives in PM? CPL" or "4x ROAS is good." There is no universal answer - “normal” is determined by niche, margin, type of target actions, deal length. In order not to answer with your hands every time, collected seven pages with medians and quartiles by niches.
Sources: six of my projects for 2024–2026 in gaming, e-com clothing, MedTech, B2B SaaS, B2B services and EdTech, plus correspondence with 12–15 colleagues in performance, plus open Yandex Advertising, VK Ads and Calltouch reports where they are struggling with my practice. Where I do not have personal data on niche - I write honestly: “according to colleagues”, “according to the report of such and such.”
A benchmark is not a goal or a KPI. This is a market map: where are you going? you get relative to others. Target value for specifically of your project is calculated through unit economics - CPL, CPA, ROAS, LTV/CAC calculators at hand. If in your niche the gap with the median is greater than 2 times in any direction - it’s worth digging why. Most often there is either a narrow niche or different definitions of the metric.
The figures are updated quarterly. If it’s important in your niche another experience - write, I will recalculate the median with your data in an anonymous form.