Guide
Build a benchmark you can explain
A useful comparison needs an identified dataset, a consistent measure and enough context to judge its relevance.
Define the comparison
Choose the business question, date range, geography and type of website. State whether the comparison covers visits, inquiries, sales or a diagnostic visibility sample.
Keep the denominator visible
A percentage without the underlying counts is hard to evaluate. Record sample size, missing data, source access and any changes in tracking or business activity.
Do not borrow an unsupported average
No Chicago-wide performance dataset is supplied here. Use a documented first-party baseline or an attributable study; do not present an illustrative number as a market benchmark.