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Introducing Sub-Verticals in Varos

When benchmarking KPIs against your peers, it’s important to ensure that “your peers” include companies like yours. 

It’s hard to find hyper-relevant benchmarks

Today, it’s nearly impossible for eCommerce and SaaS companies to find benchmarks from companies just like theirs. Usually, ecomm and SaaS operators find benchmarks via word of mouth, online case studies, or high-priced consultants. In each of the above, it’s very unlikely to come away with benchmarks for similar companies. 

Introducing Sub-Verticals

Now that Varos has 1,600+ ecommerce and SaaS companies benchmarking on our platform, we just released the sub-verticals feature, which gives the ability to filter benchmark data by more granular verticals than ever before. 

Sub-verticals help you cut through the noise and see how you compare to other companies exactly like yours. Some examples of sub-verticals include Swimwear, Bedding, B2C Fintech, Coffee & Tea, B2B SaaS, etc. 

Here’s a screenshot of how it looks in the dashboard - in this case you can see Eyewear (subvertical) nested under Fashion (vertical). 

Not only can you filter the data by sub-vertical in the Varos dashboard, but the weekly performance snapshot email is updated with your default sub-vertical. 

Sub vertical best practices

To get the most out of sub-verticals, the most obvious way to use it is to filter by other companies in your sub-vertical. Here are some other ways….

Each top-level vertical (for example, fashion) has a “subscription” sub-vertical. So if you want to include or exclude subscription-heavy companies, you can check/uncheck this box. 

Filter by multiple sub-verticals when your product is at the border of a few verticals. For example, a gift snack box could go under both Gifts and Snacks. 

Not every company falls into a neat sub-vertical. We’ve assigned those companies to an “other” sub-vertical nested under each top-level vertical. These are good to include in queries to beef up the sample size. 

We manually assign a default peer group for all of our users. These include the default verticals/sub-verticals filtered when you log into your dashboard and in your weekly email. If you’d like to change your defaults, just reach out. 

Next steps

If you’re already a Varos user, there’s nothing to do to access this capability. You already have access. If you’re not a Varos user, sign up today to get access. 

Tweets

Chase Dimond | Email Marketing Nerd 📧
@ecomchasedimond

Bottom line: I’m recommending Varos to you all because it’s FREE (for now) and it’s already added a ton of value for myself and my clients.Check it out 👇

Social Savannah
@social_savannah

I would definitely recommend checking out Varos. With Varos you can easily see how your peers are performing, for free. You get insights into not only TikTok Ads benchmarks, but also similar data for Facebook Ads, Google Ads, and more. #VarosAmbassador

jason wong
@eggrolI

Varos allows thousands merchants to upload anonymize marketing data across meta and google and aggregating it to show what the average is across different categories and ad spend

Cody Plofker
@codyplof

With varos.com, I can see exactly how our performance across channels stacks up against our competitors in our space.

Barry Hott ☄️
@binghott

Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.

Ron Shah
@obviceo

I've been seeing some content about @Varos_com so we decided to check it out.

One underrated feature of theirs is the Shopify Benchmarking, which is FREE btw.

Literally impossible to access this data anywhere else. Check out what we're seeing at @my_obvi 👇

William Harris
@wmharris101

I'm loving what @Varos_com is doing with providing much more relevant benchmarks for #ecommerce... especially since it shows that we are absolutely DOMINATING @Elumynt on #facebookads!

This is in the Baby and Children vertical.#fbads #ppcchat #retail #dtc

Chase Dimond | Email Marketing Nerd 📧
@ecomchasedimond

Bottom line: I’m recommending Varos to you all because it’s FREE (for now) and it’s already added a ton of value for myself and my clients.Check it out 👇

Social Savannah
@social_savannah

I would definitely recommend checking out Varos. With Varos you can easily see how your peers are performing, for free. You get insights into not only TikTok Ads benchmarks, but also similar data for Facebook Ads, Google Ads, and more. #VarosAmbassador

jason wong
@eggrolI

Varos allows thousands merchants to upload anonymize marketing data across meta and google and aggregating it to show what the average is across different categories and ad spend

Cody Plofker
@codyplof

With varos.com, I can see exactly how our performance across channels stacks up against our competitors in our space.

Barry Hott ☄️
@binghott

Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.

Ron Shah
@obviceo

I've been seeing some content about @Varos_com so we decided to check it out.

One underrated feature of theirs is the Shopify Benchmarking, which is FREE btw.

Literally impossible to access this data anywhere else. Check out what we're seeing at @my_obvi 👇

William Harris
@wmharris101

I'm loving what @Varos_com is doing with providing much more relevant benchmarks for #ecommerce... especially since it shows that we are absolutely DOMINATING @Elumynt on #facebookads!

This is in the Baby and Children vertical.#fbads #ppcchat #retail #dtc