Benchmarks
Transparent PR benchmarks for Nordic and international teams
Every benchmark PressImpact uses is public, dated, and sourced. Nothing is a black box. Nordic-specific data is used where written commercial permission is confirmed; otherwise a clearly-labelled European or global fallback is applied.
What a benchmark is
A benchmark is a reference value drawn from public industry research.
- WordStream's median Google Ads CPC for SaaS
- HubSpot's cost-per-lead by industry
- Cision / Meltwater median pickup rates by wire tier
PressImpact uses benchmarks to pre-fill the parts of the model where you probably don't have your own data.
You can override any benchmark at any time. Overrides are labelled 'user input' on the report.
Nordic versus global fallback
When you select a Nordic market and a licensed Nordic benchmark exists, PressImpact uses it and labels it as a Nordic benchmark.
When no country-specific data is licensed, PressImpact falls back to the European or global average.
The report prints a visible notice: "No country-specific benchmark was available. A global fallback was used. Replace it with your own verified data for a more precise estimate."
Source, date, and licensing transparency
Every row in the Assumptions table shows:
- Benchmark name and value
- Source and publication date
- Licence status
Sources are tagged as one of: public · licensed · PressImpact-modelled · user-provided · awaiting validation.
Nordic association data (Sveriges Kommunikatörer, ProCom Finland) is only presented as licensed when written commercial permission is confirmed — otherwise it appears with a 'Pending licence' tag.
How you can replace assumptions
The Calculator's Advanced mode exposes every benchmark as an editable field.
Any override is stored on the report and printed alongside the default — future readers can see what changed.
Manual overrides are automatically labelled as user input rather than PressImpact-estimated.