Industry

Automotive benchmarks · 2026

OEM, dealer, aftermarket parts, EV. OEM brand spend is upper-funnel CTV/YouTube; dealer spend is local PPC + Facebook Marketplace.

Snapshot

OEM, dealer, aftermarket parts, EV. OEM brand spend is upper-funnel CTV/YouTube; dealer spend is local PPC + Facebook Marketplace.

Key benchmarks · 2026

Lead-to-showroom CVR

12–28%

Showroom-to-close

18–38%

Target CPA (lead)

$45–180

Avg attribution window

30–90 days

EV share of inquiries (2026)

~24%

Channel mix notes

EV shift is reshaping intent — research cycles longer, brand-consideration broader.

Primary channels for this industry

YouTubePlatform benchmarks Meta (Facebook & Instagram)Platform benchmarks Google SearchPlatform benchmarks Connected TV (CTV/OTT)Platform benchmarks

Build a media plan for this industry: Use the budget allocator, CAC payback calculator, and LTV:CAC calculator.

How to read these benchmarks

Use the Automotive ranges below to locate your account, then act on the gap. With lead-to-showroom cvr reaching 12–28%, target cpa (lead) in the $45–180 band, a result inside the range usually means the constraint is elsewhere - offer, landing experience, or measurement - while a result well outside it points straight at targeting, creative, or bid strategy. Compare like with like - same funnel stage, same objective, same season - because a top-of-funnel number judged against a bottom-of-funnel benchmark will always mislead.

How to use this page. Find the funnel stage you are buying, read the range, and calculate the gap to your live numbers. Model the revenue impact of closing that gap with the break-even ROAS and CAC payback calculators, then pressure-test the plan against the full 2026 benchmarks compendium.

Sourcing. Ranges are RGM's 2026 synthesis of platform-reported figures and aggregated account data, expressed as medians and typical spreads rather than single points. They move with season, auction pressure, and creative quality, so re-check them each quarter.