TL;DR
Triple Whale builds your peer group automatically by matching on what your store sells and the scale you operate at. There is nothing to configure. A benchmark only appears once enough similar brands exist to keep the comparison reliable and anonymous.
Overview
Benchmarks are only useful if you are compared to the right brands. This article explains how your peer group ("Brands Like You") is assembled and why you cannot configure it. It is for anyone reviewing their benchmark ranks who wants to trust that the comparison is fair.
Key terms
Peer group ("Brands Like You"): the set of anonymized brands your store is compared against.
Peer cohort median: the middle value across your peer group for a given metric.
Minimum peer-group size: the smallest cohort allowed before a benchmark is shown (at least 5 similar brands).
Anonymized identifier: an irreversible hashed reference used so individual brands are never identifiable.
How it works
Rather than bucketing you into a broad category, Triple Whale matches on two things together:
What your store sells: your products, the audience you serve, and how you position your brand (premium versus value, niche versus broad, and so on).
The scale you operate at: signals like your revenue, advertising investment, and average order value.
Combining both means your peer group is made up of brands that genuinely resemble yours, not just anyone who shares an industry label. Peer figures are computed daily on a single consistent basis (the Triple Attribution model with a Lifetime attribution window) so your numbers and your peers' numbers are measured the same way. Peer ad-platform data is included only when it passes validity checks (valid currency, real spend, and properly mapped ad accounts).
When you will and will not see a peer group
A benchmark is shown only once your peer group meets the minimum size (at least 5 similar brands). This keeps every brand's data anonymous. If there are not yet enough comparable brands for a metric, you will not see a benchmark for it.
Related questions
What metrics are included in Benchmarks?
Can other brands see my data?
What should I do if my benchmark is missing?