# Benchmark Thi Truong Viet Nam 2025–2026

> Cap nhat: Q1/2025. Nguon: tong hop tu Meta Business, TikTok Ads Manager, bao cao nganh cua AIM Academy, Novaon, Adsplus.

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## 1. Chi phi quang cao tra phi

### Meta Ads (Facebook + Instagram)
| Chi so | Kem | Trung binh | Tot | Xuat sac |
|--------|-----|------------|-----|----------|
| CPMess (chi phi/tin nhan) | >40K | 25–40K | 18–25K | <18K |
| CPC (chi phi/click) | >8K | 4–8K | 2–4K | <2K |
| CPM (chi phi/1000 hien thi) | >120K | 60–120K | 30–60K | <30K |
| CTR (ti le click) | <0.8% | 0.8–1.5% | 1.5–3% | >3% |
| CPL (chi phi/lead) | >150K | 85–150K | 50–85K | <50K |

### TikTok Ads
| Chi so | Kem | Trung binh | Tot | Xuat sac |
|--------|-----|------------|-----|----------|
| CPMess | >45K | 28–45K | 20–28K | <20K |
| CPV (chi phi/luot xem 6s) | >200d | 100–200d | 50–100d | <50d |
| CTR | <0.5% | 0.5–1.2% | 1.2–2.5% | >2.5% |
| Video completion rate | <15% | 15–30% | 30–50% | >50% |

### Google Ads (Search)
| Chi so | Kem | Trung binh | Tot | Xuat sac |
|--------|-----|------------|-----|----------|
| CPC | >15K | 7–15K | 3–7K | <3K |
| CTR | <1.5% | 1.5–3% | 3–6% | >6% |
| Conv. rate | <2% | 2–5% | 5–10% | >10% |

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## 2. Pheu chuyen doi

| Buoc | Ti le trung binh | Ti le tot |
|------|-----------------|----------|
| Impression → Click | 1–2% | 3%+ |
| Click → Mess/Lead | 15–25% | 30%+ |
| Tin nhan → Lead qualified | 50–60% | 70%+ |
| Lead → Booking | 50–60% | 70%+ |
| Booking → Customer | 30–40% | 50%+ |
| Customer → Re-purchase (90 ngay) | 15–25% | 35%+ |
| Customer → Referral | 5–10% | 15%+ |

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## 3. Noi dung tu nhien (Organic)

### TikTok
| Chi so | Kem | Trung binh | Tot | Viral |
|--------|-----|------------|-----|-------|
| View/video (1K followers) | <500 | 500–2K | 2K–10K | >50K |
| Engagement rate | <2% | 2–5% | 5–10% | >15% |
| Save rate | <0.5% | 0.5–2% | 2–5% | >5% |
| Share rate | <0.3% | 0.3–1% | 1–3% | >3% |
| Follower growth/thang | <2% | 2–5% | 5–15% | >15% |

### Facebook Page
| Chi so | Kem | Trung binh | Tot | Xuat sac |
|--------|-----|------------|-----|----------|
| Reach/post (10K like) | <300 | 300–800 | 800–2K | >2K |
| Engagement rate | <1% | 1–3% | 3–6% | >6% |
| Share rate | <0.2% | 0.2–1% | 1–3% | >3% |

### Zalo OA
| Chi so | Kem | Trung binh | Tot | Xuat sac |
|--------|-----|------------|-----|----------|
| Broadcast read rate | <30% | 40–60% | 60–80% | >80% |
| Click rate (broadcast) | <3% | 3–8% | 8–15% | >15% |
| Unfollow rate/broadcast | >5% | 2–5% | 1–2% | <1% |

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## 4. Email Marketing

| Chi so | Kem | Trung binh | Tot | Xuat sac |
|--------|-----|------------|-----|----------|
| Open rate | <12% | 15–25% | 25–35% | >35% |
| Click rate | <1% | 1–3% | 3–5% | >5% |
| Unsubscribe rate | >1% | 0.3–1% | 0.1–0.3% | <0.1% |
| Spam complaint | >0.1% | 0.05–0.1% | <0.05% | <0.01% |

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## 5. Chi so kinh doanh

| Chi so | Cong thuc | Muc chap nhan |
|--------|----------|---------------|
| ROAS | Doanh thu / Chi phi ads | >3x |
| CAC (chi phi/khach moi) | Tong chi MKT / So khach moi | <30% AOV |
| AOV (gia tri don TB) | Tong doanh thu / So don | Tuy nganh |
| LTV (gia tri vong doi) | AOV x So lan mua TB x Thoi gian | >3x CAC |
| Payback period | CAC / (AOV x Margin) | <90 ngay |

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## 6. Benchmark theo nganh

### Beauty & Spa
- CPMess: 20–35K | Lead→Booking: 55–65% | Booking→Show: 60–75%
- AOV: 300K–1.5M | Re-purchase 60 ngay: 20–35%

### F&B
- CPMess: 15–25K | Lead→Order: 40–55%
- AOV: 80K–250K | Re-purchase 30 ngay: 25–40%

### Education / Khoa hoc
- CPL: 80–200K | Lead→Enroll: 5–15%
- AOV: 2M–10M | Completion rate: 15–35%

### E-commerce (Thoi trang)
- CPC: 3–8K | Add to cart rate: 5–12% | Conv. rate: 1–3%
- AOV: 250K–800K | Return rate: 15–25%

### BDS (Bat dong san)
- CPL: 150K–500K | Lead→Meeting: 10–20% | Meeting→Deal: 5–15%
- AOV: 500M–5B

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## Ghi chu

- So lieu la **trung vi** (median), khong phai trung binh — loai tru outlier.
- Bien dong theo mua: Tet (+30–50% CPM), Black Friday (+20–30% CPM), he (+10–15%).
- CPMess thay doi theo nganh, dia ly, va chat luong creative — dung so lieu nay lam **diem xuat phat**, khong phai muc tieu tuyet doi.
- Cap nhat benchmark moi 6 thang.
