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Alphabet Inc. (GOOGL) operating KPIs

GOOGLNasdaqServices-Computer Programming, Data Processing, Etc.Fiscal year ends December 31Also trades as GOOG, GOOGM, GOOGN
Financials through Q2 FY2026, quarter ended Jun 30, 2026Last filing: 10-Q on Jul 23, 2026Score 21/3028% below fair value
$279.84−3.98 (-1.40%)

Close on Oct 30, 2026Market cap $3.41TP/E 14.0Yield 0.30%

Alphabet traffic acquisition costs (TAC), total ($M)

Paid to distribution partners and Network partners; the largest cost of the ads business

Latest, Q2 2026
16,179
Period ended Jun 30, 2026
Change on a year earlier
+10.0%
14,705 in Q2 2025
History
47 quarters
Since Q4 2014
Sources
43
Documents cited below

Quarterly history

Hover a value to see the sentence it was read from; calculated values show their formula

PeriodEndedTraffic acquisition costs (TAC), total ($M)Year on yearSource
Q2 2026Jun 30, 202616,179+10.0%Alphabet Earnings release (8-K), filed 2026-07-22 ↗
Q1 2026Mar 31, 202615,228+10.8%Alphabet Earnings release (8-K), filed 2026-04-29 ↗
Q4 2025Dec 31, 202516,597+11.8%Alphabet Earnings release (8-K), filed 2026-02-04 ↗
Q3 2025Sep 30, 202514,876+8.4%Alphabet Earnings release (8-K), filed 2025-10-29 ↗
Q2 2025Jun 30, 202514,705+9.8%Alphabet Earnings release (8-K), filed 2026-07-22 ↗
Q1 2025Mar 31, 202513,748+6.2%Alphabet Earnings release (8-K), filed 2026-04-29 ↗
Q4 2024Dec 31, 202414,848+6.2%Alphabet Earnings release (8-K), filed 2026-02-04 ↗
Q3 2024Sep 30, 202413,719+8.5%Alphabet Earnings release (8-K), filed 2025-10-29 ↗
Q2 2024Jun 30, 202413,387+6.8%Alphabet Earnings release (8-K), filed 2025-07-23 ↗
Q1 2024Mar 31, 202412,946+10.5%Alphabet Earnings release (8-K), filed 2025-04-24 ↗
Q4 2023Dec 31, 202313,986+8.2%Alphabet Earnings release (8-K), filed 2025-02-04 ↗
Q3 2023Sep 30, 202312,642+6.9%Alphabet Earnings release (8-K), filed 2024-10-29 ↗
Q2 2023Jun 30, 202312,537+2.6%Alphabet Earnings release (8-K), filed 2024-07-23 ↗
Q1 2023Mar 31, 202311,721-2.2%Alphabet Earnings release (8-K), filed 2024-04-25 ↗
Q4 2022Dec 31, 202212,925-3.7%Alphabet Earnings release (8-K), filed 2024-01-30 ↗
Q3 2022Sep 30, 202211,826+2.9%Alphabet Earnings release (8-K), filed 2023-10-24 ↗

Breakdown

What makes up traffic acquisition costs (tac), total

Cite this data

StockData. (2026). Alphabet Traffic acquisition costs (TAC), total ($M), quarterly Q4 2014–Q2 2026 [Data set]. Compiled from Alphabet SEC filings and investor materials. https://stockdatahq.com/stocks/googl/kpis/tac

See every metric in the Alphabet KPI table. Data updated Oct 22, 2026.