Vendor reportChannable, 2026

Click-through rate says nothing about what Google Shopping returns across European markets

Channel validation

Country	Cost per acquisition (EUR)	Cost per click (EUR)	Click-through rate (%)	Conversion rate (%)	Return on ad spend (%)
AT	15.12	0.39	1.29%	2.41%	504%
BE	20.08	0.37	1.38%	1.66%	506%
CZ	21.84	0.33	1.64%	1.21%	433%
DE	17.88	0.45	1.63%	2.21%	526%
DK	16.01	0.46	1.42%	2%	580%
ES	16.22	0.21	1.33%	1.25%	509%
FI	13.66	0.25	1.61%	2.03%	566%
FR	18.29	0.33	1.27%	1.58%	469%
GB	17.95	0.39	1.54%	1.96%	509%
HU	15.58	0.18	1.42%	1.13%	517%
IE	17.57	0.38	0.99%	2.09%	591%
IT	20.61	0.22	1.3%	0.94%	380%
NL	14.59	0.45	1.35%	2.77%	549%
NO	21.76	0.46	1.24%	2.2%	417%
PL	15.51	0.17	1.88%	0.97%	472%
PT	14.75	0.28	1.14%	1.37%	538%
RO	15.55	0.19	1.66%	0.77%	533%
SE	15.55	0.31	1.23%	1.81%	496%

Median shopping campaign CPA, CPC, CTR, conversion rate, and ROAS by country (last 365 days)

Reader Note:: Ireland has the weakest click-through rate of the eighteen markets, 0.99% and the only one under 1%, yet the strongest return on ad spend at 591%. Italy returns the least, 380%, on a mid-table 1.30% click-through rate. Across the table click-through rate runs 0.99-1.88% and return on ad spend 380-591%, and the two orders do not line up. Each metric is a separate median across the merchants in that country, so the two are not derived from one another. Return on ad spend also depends on order value, which Channable does not publish.
Evidence:: Observed behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Aggregated and anonymised Google Ads data from more than 10,000 e-commerce accounts across the EU and EEA, covering Shopping, Performance Max and Search campaigns. Selection and privacy rules are disclosed: only e-commerce merchants, only EU and EEA markets, a minimum of 10 independent merchants per segment with smaller segments hidden entirely, a cap preventing any single merchant from exceeding 25% of a segment’s cost or conversions, multi-account merchants counted as one participant, and accounts with unreliable conversion tracking excluded. All figures are medians rather than averages, reported in EUR. The number of merchants behind any individual segment is not published beyond the floor of ten, and no industry, size or basket-value mix is given. The dashboard is live and recalculates over a rolling 365 days; the values captured here cover the window ending 7 October 2026.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.

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of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Click-through rate says nothing about what Google Shopping returns across European markets

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