Benchmark study · First edition
The UGC benchmark study: waiting for its first stores.
Click rate, add-to-cart rate and conversion rate from real stores on Idukki. We publish a figure once 10 opted-in stores qualify. Until then, here is the method.
24 October 2026 · 4 min read
How to read the numbers
In this article
Monday morning. You open the dashboard and see your gallery click rate. Then comes the question every merchant asks: is that good?
This study will answer it with numbers from real stores on Idukki. Each figure pools stores that chose to take part.
10
stores minimum behind each figure
3
numbers per figure: p25, median, p75
0
store names published
What you will be able to compare
Four figures, each as a median with the middle half of stores around it. Where enough stores qualify, we split them by placement and vertical.
How a store gets in
How a store ends up in a figure
- 01
Opts in
The merchant switches it on in Settings > General. It is off by default.
- 02
Is live
The store served 1,000+ gallery impressions in the period.
- 03
Is measurable
The store records the events that figure needs, such as add-to-carts.
- 04
Is pooled
We publish p25, median and p75 once 10 stores qualify.
10+ stores
Methodology
| Figure | How it is worked out | Stores counted |
|---|---|---|
| Click rate | Clicks on UGC divided by impressions served. | Every store in the study. |
| Gallery click rate | Clicks on one placement's galleries divided by those galleries' loads. | Stores with 1,000+ loads on that placement. |
| Add-to-cart rate | Add-to-carts from the gallery divided by clicks on UGC. | Stores that record gallery add-to-carts. |
| Conversion rate | Proven orders divided by shoppers who interacted with UGC. | Stores that send their orders to Idukki. |
- Period. Each edition names its dates. The default is the last 90 complete days.
- Source. Daily totals from Idukki galleries on live stores. Nothing comes from a survey.
- Impressions. Page views where at least one gallery loaded. Two galleries on one page count once.
- Proven orders. An order that followed a gallery add-to-cart of a product in it.
- Placement. Read from the gallery layout and its name: product page, homepage, feed, video or reviews.
- Vertical. Read from the industry in each store's Brand Kit. Unmatched stores count in all-stores figures only.
- The floor. Each figure needs 10 or more stores. Below that it is held back.
- Statistics. The 25th percentile, the median and the 75th percentile. No averages or best stores.
- Consent. Only stores that opted in from their dashboard. A store can opt out at any time.
Run a store on Idukki? Add yours
Open Settings > General in your dashboard and switch on "Benchmark report". Medians only, never your name.
FAQs
Can anyone work out which stores are in the study?
No. Each figure pools at least 10 stores. We publish the 25th percentile, the median and the 75th percentile. No store name or single store's number appears.
Why medians and not averages?
One very large store can drag an average a long way. A median shows the middle store, and the quartiles show the spread.
Why is a vertical or placement missing?
It had fewer than 10 qualifying stores in the period. It appears in a later edition once it reaches 10.
How do I compare my own store?
Idukki merchants see their own click rate on the dashboard, worked out the same way. Put it next to the median and the quartiles here.