Online retail and shopping - typically lower CPA due to shorter sales cycles
The three platforms with the strongest historical performance for E-commerce campaigns. Click a card to see the full platform benchmark hub.
Facebook and Instagram advertising - highly targetable social ads
Search advertising on Google - pay per click on search results
Display advertising across Google's network of partner sites
The current benchmark dataset tracks E-commerce at the industry-aggregate level (the KPIs above) rather than platform-by-platform within this vertical. For platform-level CPC and CPM comparisons across the full list of 11 platforms, head to the main benchmarks reference.
Ecommerce campaigns typically have the shortest path from click to conversion, which pulls CPA down but pushes CPC up on high-intent keywords. Shopping-style formats (Google Shopping, Meta Advantage+ Shopping, TikTok Shop) tend to outperform generic image ads. Watch attribution windows carefully — a 7-day click / 1-day view window will paint a very different picture from 28-day click.
E-commerce benchmark data is refreshed quarterly. The current dataset was last updated July 1, 2026.
Next scheduled update: October 1, 2026.
Free calculators to plan, measure, and optimize E-commerce campaigns.