Benchmarking is an optional Google Analytics service that shows how your website's statistics compare against other industry verticals. In the beta version of this service, you are able to compare your site's Visits, Page Views, Pages per Visit, Bounce Rate, Average Time on Site and New Visits data against benchmark data from categories of other participating websites. You can use this data to gain broader context for your site so you can identify additional opportunities to improve your site's metrics.
Source : Google
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