One of the most common questions we hear from new clients is: "How do I know if my geofencing campaign is performing well?" The honest answer is that performance varies significantly by industry, campaign objective, and creative quality — but benchmarks give you a starting point for evaluating results and setting realistic expectations.
Below are performance ranges drawn from geofencing campaigns across eight key verticals. Use these as directional guides, not guarantees.
Click-Through Rate (CTR) Planning Benchmarks
Mediavision2020's advertising planning benchmarks are an average CTR of 0.15% and a good CTR of 2.0%+. They are directional planning guidance, not a per-vertical survey, independently verified industry averages, measured client data, or a guarantee of results. They do not apply to organic Search Console CTR or non-clickable CTV/video completion rate.
- All advertising verticals: Average CTR benchmark: 0.15%
- Good advertising CTR: 2.0%+
CPM Benchmarks
Geofencing CPMs are higher than standard display because of the precision targeting and premium inventory required. Expect to pay between $5 and $15 CPM for most campaigns, with variation driven by:
- Fence size and precision: Smaller, more precise fences (e.g., a single building) command higher CPMs than broad radius campaigns
- Geography: Major metro markets (New York, Los Angeles, Chicago) carry 20–40% higher CPMs than mid-size markets
- Inventory quality: Premium placements in brand-safe, high-viewability environments cost more but deliver meaningfully better results
- Campaign timing: Q4 (October–December) CPMs run 15–30% higher due to advertiser competition
foot traffic Lift & Walk-In Rate Benchmarks
Foot traffic attribution is the most meaningful KPI for brick-and-mortar campaigns. A walk-in rate of 5%–15% (the percentage of served users who subsequently visited the location) is considered strong performance. Industry-specific ranges:
- Auto dealerships: 8%–18% walk-in rate — among the highest of any vertical, driven by high purchase intent
- Restaurants: 10%–20% — especially strong for QSR with a promotional offer attached
- Retail: 5%–12% — varies significantly based on whether the fence targets competitors or the brand's own trade area
- Healthcare: 4%–10% — longer consideration cycles reduce walk-in rates but increase appointment value
- Home services: 3%–8% — lower walk-in rates are offset by high average ticket values ($500–$5,000+)
What Separates Top-Performing Campaigns
After analyzing hundreds of campaigns across these verticals, the factors that most consistently separate top-quartile performers from average ones are:
- Fence placement precision: Campaigns that fence competitor locations, event venues, or specific buildings consistently outperform broad radius campaigns
- Creative relevance: Ads that speak directly to why the audience was geofenced (e.g., "Saw you at [competitor]? Here's why clients switch to us") dramatically outperform generic brand ads
- Cross-device activation: Campaigns that follow the audience from mobile to desktop to CTV achieve 2–3x the frequency of mobile-only campaigns at the same budget
- Dayparting: Aligning ad delivery to when the target location is most active (lunch for restaurants, weekday mornings for dealerships) improves both CTR and walk-in rates
If your current geofencing campaigns are underperforming these benchmarks, the issue is almost always one of three things: fence placement, creative relevance, or budget concentration. Contact our team for a free campaign audit — we'll identify exactly where the gap is and how to close it.
