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 Treat them as historical reference points, not current market rates.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Source: WordStream, 2018–2019 (via Store Growers) — the most recent large public study; historical reference only