Benchmark your Google Ads performance against the market for free
Compare your CPC, CTR, conversion rate, CPA, and ROAS against aggregated ecommerce benchmarks across the EU and EEA.
✓ Based on aggregated, anonymized data from 10,000+ Google Ads accounts
✓ Covers Shopping, Performance Max, and Search
✓ Your account data is pulled through Google’s official connector
✓ Free to use. No registration required.
A clearer view of where you stand
Good benchmarks are hard to find, and your performance numbers are much harder to judge without context. We built this free resource to give ecommerce advertisers and PPC teams a clearer market reference point, without forms or paywalls.
Compare your core metrics
See how your CPC, CTR, conversion rate, CPA, and ROAS stack up against market benchmarks.
Add market context to performance changes
Check whether changes in your performance follow broader market trends or point to account-specific issues.
Prioritize what to improve first
Use benchmark gaps to identify where optimizations are most likely to have an impact.
See how the benchmark works
How to read the signals
Higher CPC than the benchmark
You may be paying more per click than similar advertisers. Review bidding strategy, campaign structure, and feed quality.
Lower CTR than the benchmark
Your ads may not be generating enough clicks for the impressions you receive. Review titles, images, and feed optimization.
Lower conversion rate than the benchmark
Traffic may be coming in, but not converting efficiently. Check landing pages, pricing, shipping, and product selection.
Higher CPA than the benchmark
This often points to a combination of high CPC and low conversion rate. Review both purchase intent and on-site conversion factors.
Need help turning the benchmark into action?
If your results show clear gaps versus the market, you can request tailored recommendations on where to focus first.
FAQ
What is this benchmark report?
This free report helps ecommerce advertisers compare their Google Ads performance against aggregated market benchmarks across the EU and EEA. It gives you added context for key metrics like CPC, CTR, conversion rate, CPA, and ROAS, so you can see where your performance is ahead of the market and where there may be room to improve.
Who is this report for?
It is designed for ecommerce advertisers who want a clearer view of how their Google Ads performance compares to the market. Whether you run Shopping, Performance Max, or Search campaigns, the report helps you understand your results in a broader competitive context.
What metrics are included?
The report includes key Google Ads performance metrics such as CPC, CTR, conversion rate, CPA, and ROAS. Depending on the view, you can also explore trends over time and compare performance across channels, industries, and countries.
Which campaign types are covered?
The current benchmark includes Shopping, Performance Max, and Search campaigns. These campaign types are commonly used by ecommerce advertisers and give a useful view of how performance compares across core Google Ads channels.
What is the benchmark based on?
The benchmark is built from aggregated, anonymized data from more than 10,000 Google Ads accounts across ecommerce merchants in the EU and EEA. The goal is to provide a useful market reference point while protecting the privacy of all participating businesses.
How often is the data updated?
The underlying benchmark data is refreshed daily. This helps keep the report relevant and gives you a more current view of how your performance compares to broader market patterns.
Why do you use median instead of average?
We use median because ad performance data is often skewed by a small number of very large advertisers. Median gives a more representative benchmark for most ecommerce businesses, which makes the comparison more useful in practice.
Do I need to register to use the benchmark?
No. The benchmark is free to use and does not require registration or any contact data. This way advertisers have immediate access to useful market context and actionable insights.
Is the benchmark free?
Yes. You can access the benchmark for free, with no registration or contact data required. We want the report to be a practical way for advertisers to understand how their Google Ads performance compares to the market.
Is my Google Ads data stored?
Your Google Ads data is accessed through Google’s official connector to generate your comparison. Market benchmarks are based on aggregated, anonymized data, and no individual merchant data is shown in the benchmark output.
Is individual merchant data visible in the benchmark?
No. The benchmark is designed to show aggregated market-level data only. It does not expose merchant names, account IDs, campaign details, or any other identifying information.
Does this report tell me exactly what to fix?
Not on its own. The benchmark helps you identify where your performance differs from the market and where it makes sense to investigate further. It is best used as a starting point for prioritizing optimizations, not as a full account audit.
If the report shows that your Shopping performance is below benchmark, one possible next step could be reviewing whether your current setup is helping you stay competitive. For some advertisers, using a CSS can be one way to improve Shopping efficiency and get more value from budget.
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