BENCHMARKS · Starter PLAYBOOK
FIELD NOTE: my favorite diagnostic story in this unit is the room that looked sick and wasn't. Engagement healthy, clicks healthy, orders dead — click-to-order sitting under 8% for two straight weeks. Everyone wanted to rewrite the pitch. We pulled up the product page instead: the room had anchored to a $39 bundle all session, but the default SKU shown was the $19 single, and shipping appeared at step three. Nothing about the host was broken. The funnel found it in one afternoon because the stages were measured separately — which is the entire argument of this sheet.
METHODOLOGY: working ranges from aggregated observation across member sessions in mature-market live commerce, normalized per 1,000 live viewers, current revision October 2026. Stages are defined exactly: unique viewers (platform-reported), engaged viewers (viewed 60+ seconds), product clickers, orders, and revenue. Ranges assume organic/algorithmic traffic; paid-traffic sessions run different bands — see the paid-traffic benchmark sheet.
This is a Starter playbook
71% of this playbook is locked. Unlock it — and the rest of the benchmarks library — with a membership.
Sign in to unlock →Run the numbers: Free profit calculator·Free script generator