# Benchmarking Verticals Explained

Verticals are industry categories used to group similar businesses for comparison, allowing a company's performance to be measured against its true peers, providing insights into its standing within a specific market. impact.com's [Competitive Insight](https://help.impact.com/brand/what-would-you-like-to-learn-about/performance-program/performance-program-reports/competitive-insights/stay-ahead-with-competitive-insight-reports) reports help to benchmark your performance within your vertical.

<details>

<summary>Animals and pet supplies</summary>

Brands in this vertical generate most of their revenue from selling pets and pet-related products, such as food, accessories, and care items.

**Examples:**

* Subscription boxes for pet toys and treats.
* Online pet pharmacies.

</details>

<details>

<summary>Apparel, shoes, and accessories</summary>

This vertical includes brands that primarily sell clothing, handbags, footwear, and other fashion-related products.

**Examples:**

* Major athletic footwear and clothing brands.
* Casual shoe companies.
* Luxury fashion houses.

**Exceptions:**

* *Jewelry* is excluded and categorized separately.
* Sports apparel, such as basketball shoes, falls under this vertical, while sports equipment, such as footballs, treadmills, or camping gear, is classified under *Sports, outdoors, and fitness*.

</details>

<details>

<summary>Arts and entertainment</summary>

This vertical includes brands whose primary purpose is to provide entertainment.

**Examples:**

* Online ticketing platforms.
* Sports betting websites.
* Arts and crafts supply retailers.

**Exceptions:**

* Brands operating on a subscription model, such as monthly or annual access services, are categorized under *Subscription entertainment* instead.

</details>

<details>

<summary>Automotive</summary>

This vertical includes brands that primarily sell vehicles, auto parts, and modifications, or provide repair and rental services.

**Examples:**

* Peer-to-peer car-sharing services.
* Online auto parts retailers.
* Car repair chains.

**Exceptions:**

* Car insurance providers are classified under *Financial, insurance and legal services*.

</details>

<details>

<summary>B2B, services, and office</summary>

This vertical covers software-as-a-service (SaaS) providers, service-based businesses, and office supply companies. Brands belong in this category if their primary customers are other businesses rather than individual consumers.

**Examples:**

* E-signature software providers.
* Public records search platforms.
* Bulk office supply retailers.

</details>

<details>

<summary>Baby, kids, and toys</summary>

This vertical includes brands that primarily offer products for babies, children, or toys.

**Examples:**

* Retailers of strollers.
* Children’s clothing brands.
* Educational toy companies.

</details>

<details>

<summary>CBD</summary>

Brands in this vertical specialize in CBD products, even if CBD is not their sole offering.

**Examples:**

* CBD oils.
* Edibles
* Topical creams.

</details>

<details>

<summary>Charitable organizations</summary>

Reserved for organizations whose primary function is charitable work or who donate their revenue to charitable causes.

**Examples:**

* Fundraising lotteries supporting a cause.
* Non-profits raising money for community projects.

</details>

<details>

<summary>Computers and electronics</summary>

Includes brands selling technology products such as computers, mobile devices, accessories, cameras, and software.

**Examples:**

* Phone case and charger retailers.
* Antivirus software developers.
* camera and lens manufacturers.

**Exceptions:**

* *Mobile apps* are categorized separately unless they clearly belong in another vertical.

</details>

<details>

<summary>Delivery signup</summary>

Covers brands that deliver products directly to consumers within a short timeframe.

**Examples:**

* Restaurant food delivery platforms.
* Same-day grocery or package delivery services.

</details>

<details>

<summary>Department stores</summary>

Multi-category retailers offering a broad range of products across several verticals.

**Examples:**

* Large stores selling electronics, apparel, food, toys, and home goods.

</details>

<details>

<summary>Education</summary>

Includes brands providing educational products, courses, or resources.

**Examples:**

* Language-learning programs.
* Online coding courses.
* Textbook retailers.

</details>

<details>

<summary>Financial, insurance, and legal services</summary>

Covers all brands related to financial services, insurance, and legal assistance.

**Examples:**

* Banks.
* Credit card companies.
* Fintech platforms.
* Stock trading services.
* Insurance carriers.
* Tax preparation providers.
* Law firms.

</details>

<details>

<summary>Flowers, gifts, food, and drink</summary>

Brands that primarily sell flowers, gifts, food, or beverages, including alcohol, tobacco, and meal kits. Gifts applies when products are clearly marketed for gifting.

**Examples:**

* Meal-kit subscriptions.
* Online gift registries.
* Sellers of personalized or collectible items.

</details>

<details>

<summary>Health and beauty</summary>

Includes cosmetics, haircare, fragrances, nutrition, wellness products, and prescription eyewear. Brands promoting a healthy lifestyle generally fit here.

**Examples:**

* Electric toothbrush subscriptions.
* Online skincare retailers.
* Telehealth wellness services.

</details>

<details>

<summary>Home and garden</summary>

Covers products for the home or garden.

**Examples:**

* Furniture stores.
* Home decor retailers.
* Gardening supply companies.

**Exceptions:**

* *Mattresses* have their own vertical.

</details>

<details>

<summary>Jewelry</summary>

For brands primarily selling jewelry, from fashion accessories to luxury pieces.

**Examples:**

* Affordable charm bracelet retailers.
* Online high-end engagement ring sellers.

</details>

<details>

<summary>Large brand</summary>

impact.com may review and designate a certain high-volume brand as a *Large brand*.

</details>

<details>

<summary>Mattress</summary>

For brands focused on mattresses.

**Examples:**

* Direct-to-consumer “mattress-in-a-box” companies.
* Traditional mattress retailers.

</details>

<details>

<summary>Mobile apps and downloads</summary>

Apps are usually categorized based on their function. This vertical is used when an app does not clearly fit into another vertical.

**Examples:**

* Utility apps such as a flashlight or a generic file manager.

</details>

<details>

<summary>Party and party supplies</summary>

For brands specializing in products for parties.

**Examples:**

* Bulk party supply retailers.
* Greeting card and decoration stores.

</details>

<details>

<summary>Sports, outdoors and fitness</summary>

Includes brands selling sports, outdoor, and fitness equipment.

**Examples:**

* Sporting goods retailers.
* Home gym equipment sellers.
* Camping gear suppliers.

**Exceptions:**

* *Apparel*-focused brands.

</details>

<details>

<summary>Subscription entertainment</summary>

Covers entertainment services delivered through a subscription model.

**Examples:**

* Video streaming platforms.
* Digital magazine subscriptions.
* Book club memberships.

</details>

<details>

<summary>Telco and utilities</summary>

Includes telecommunications providers and web-based utility services.

**Examples:**

* Mobile phone carriers.
* Web hosting companies.
* VPN providers.

</details>

<details>

<summary>Travel</summary>

Covers brands offering travel products or services.

**Examples:**

* Tour operators.
* Rail ticket sellers.
* Airlines.
* Car rental companies.
* Luggage retailers.

</details>