Channable — Google Ads ecommerce benchmark report

Summary:

This is a Google Ads benchmark for e-commerce merchants. It lets a store compare its own results with the wider European market on cost per click, click-through rate, conversion rate, cost per acquisition and return on ad spend.

It is published by Channable, which sells feed-management and shopping-ads tooling and is a Google CSS partner.

It is not a fixed report but a live dashboard. Figures cover a rolling 365 days and are recalculated daily, so every number moves. The values captured here are the window ending 7 October 2026.

The data is aggregated and anonymised from more than 10,000 Google Ads accounts across the EU and EEA, covering Shopping, Performance Max and Search campaigns. All money is reported in EUR.

Channable does disclose how the benchmarks are built:

• Only e-commerce merchants are included; non-e-commerce accounts are excluded.
• Only merchants in the EU and EEA.
• A segment is shown only when at least 10 independent merchants sit in it; smaller segments are hidden entirely.
• No single merchant may account for more than 25% of a segment’s cost or conversions, whichever is stricter.
• Merchants with several Google Ads accounts are counted as one participant.
• Accounts with unreliable conversion tracking are excluded.
• Every figure is a median rather than an average, because ad spend is heavily skewed and a few large spenders would pull an average away from the typical merchant.

What it does not disclose is the number of merchants behind any individual segment beyond that floor of ten, the industry or size mix within each segment, or basket sizes — so a high return on ad spend cannot be separated from a high average order value.

The report splits every table two ways, and the split matters:
• PMax — Performance Max, Google’s automated cross-channel campaign type.
• Shopping — Shopping campaigns.

These are reported separately and do not behave alike. Across all eight industry segments Shopping shows a lower cost per click and a lower cost per acquisition than PMax, and a higher return on ad spend in six of the eight; PMax shows the higher click-through rate in all eight. A benchmark taken from this source is therefore only comparable to campaigns of the same type, and every benchmark row records which type it came from in its metric note.

Breakdowns are given by industry — eight segments including an “Other” bucket — and by country, covering eighteen EU and EEA markets.