Google Shopping Benchmarks
2026 Google Shopping benchmarks: CTR 0.86%, CPC $0.66, CVR 1.91%, CPA $38.87.
Updated July 2026.
Data vintage warning: the benchmark figures below trace to WordStream studies from 2018–2019 — the most recent large public study of this channel. Treat them as historical reference points, not current market rates. For context, 2026 vendor-grade aggregates put Display CPC around ~$0.44 (vendor estimate).
Google Ads · Shopping
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 0.86% |
| CPC | $0.66 |
| CVR | 1.91% |
| CPL / CPA | $38.87 |
What the numbers mean
Shopping pairs a low $0.66 CPC with a 1.91% conversion rate and a $38.87 CPA. Because shoppers see price and product before clicking, the clicks that come through are pre-qualified and convert efficiently.
Year-over-year change
Cost and conversion hold steady at the campaign-type level versus prior periods.
What changed in 2026
Shopping is now largely subsumed into Performance Max, where Google blends Shopping, Display, YouTube and Search. The product feed — titles, images, attributes — has become the single biggest lever on Shopping performance.
How to act on this
Invest in feed quality first: optimized titles and images move CTR and CVR more than bid tweaks. Use feed-only PMax or campaign-priority structures to keep visibility into Shopping performance.
Source: WordStream, 2018–2019 (via Store Growers) — the most recent large public study; historical reference only
The Ad Spend
Google Shopping Benchmarks is most useful when the team can connect the definition to what actually changed in the account. The Ad Spend keeps account changes, performance movement, and decision context in one reviewable record, so paid-media decisions remain explainable after the dashboard changes. See Product overview.