If you're running a lead gen program in 2025, and you're using ping post (or thinking about it), one question probably pops into your head a lot: “How do I know if we’re doing well?”
Is your response time competitive? Are you getting enough bids? Is your cost per lead in the right ballpark?
The truth is, ping post performance lives in the details. But once you know what numbers matter — and where the benchmarks sit — you can start optimizing with purpose instead of guessing.
Let’s break it down.
🚦What Is “Good” in Ping Post?
First off, “good” depends on your vertical. What’s solid for life insurance might be weak for solar. But generally speaking, the top-performing ping post setups in 2025 hit these benchmarks:
If you’re under these numbers, it doesn’t mean you’re failing — but it’s worth looking into why.
🧭 CPL & RPL by Vertical (2025 Averages)
These numbers change fast — but here’s where they generally land right now:
Note: These are market-wide generalizations. Your own numbers may swing higher or lower based on geography, source, seasonality, and buyer mix.
🧠 Why These Benchmarks Matter
Having benchmarks is like having a compass — it keeps your lead distribution pointed in the right direction.
If your ping response time is 2+ seconds, buyers might time out or lose interest. If only 10% of your pings get bids, your buyer network probably needs work. If you're not covering CPL with revenue, it's time to reassess your pricing or filters.
This stuff is the difference between scaling profitably… and burning through good leads with mediocre results.
🧪 How to Measure (and Improve) These Metrics
Let’s go one by one:
📍 Ping Response Time
Target: Under 1.0 second
Why it matters: Leads get cold fast. If your buyers can’t respond quickly, someone else will beat them to it.
How to improve:
- Prioritize buyers with fast tech (API response under 500ms)
- Optimize your own ping delivery setup (platform speed matters)
- Use fallback logic if top-tier buyers don’t respond in time
📍 Bid Rate
Target: 30–60%
Why it matters: This shows how attractive your leads are — and how well you’ve matched them to buyers.
How to improve:
- Expand buyer pool by geography or vertical
- Adjust ping data (more detail = better buyer decisions)
- Segment leads by source or quality band
📍 Sell-Through Rate
Target: 90%+
Why it matters: Unmatched leads = lost revenue
How to improve:
- Add fallback buyers
- Optimize time-of-day routing
- Tighten lead validation to reduce rejects
📍 CPL vs RPL Spread
Target: RPL > CPL, consistently
Why it matters: It’s your margin — the spread is what pays your bills.
How to improve:
- Increase bid competitiveness (with more buyers)
- Improve lead quality for better RPL
- Use ping post instead of flat direct post
🛠 Platform Features That Help You Track Benchmarks
The right lead distribution platform makes this way easier to monitor. Tools like Standard Information offer:
- Live dashboards (bid response times, fill rate, revenue per lead)
- Buyer-level performance reports
- AmeliaAI to help optimize campaigns in real time
- Compliance and filtering stats
Tracking this manually? That’s rough. Let the platform do the heavy lifting.
🚫 Common Mistakes That Drag Metrics Down
Some of the biggest pitfalls we see:
- Too few buyers → Low bid rates
- Slow tech stack → High ping response times
- No fallback logic → Lower fill rates
- Messy lead data → More invalids, fewer bids
- Wrong vertical-pricing match → Poor RPL even with good buyers
Sometimes, just fixing one part of your routing can lift all your benchmarks.
🔍 Benchmarks ≠ Goals… But They Help You Set Them
Benchmarks are directional, not absolute. Use them as guides — not gospel.
Maybe your vertical is more niche. Maybe your source quality is premium and sells above average. That’s great. But compare apples to apples, not oranges to KPIs from 2018.
And whatever your numbers are — the key is this: You should know them. Track them. Improve them.