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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 tAC rate: TAC as % of advertising revenues (as published) (%)

10-Q / 10-K MD&A (“The TAC rate decreased from X% to Y%”)

QuarterlyAnnual
Latest, Q2 2026
19.8%
Period ended Jun 30, 2026
Change on a year earlier
-0.8 pts
20.6% in Q2 2025
History
20 quarters
Since Q1 2020
Sources
20
Documents cited below

Quarterly history

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

PeriodEndedTAC rate: TAC as % of advertising revenues (as published) (%)Year on yearSource
Q2 2026Jun 30, 202619.8%-0.8 ptsAlphabet Form 10-Q, filed 2026-07-23 ↗
Q1 2026Mar 31, 202619.7%-0.9 ptsAlphabet Form 10-Q, filed 2026-04-30 ↗
Q3 2025Sep 30, 202520.1%-0.7 ptsAlphabet Form 10-Q, filed 2025-10-30 ↗
Q2 2025Jun 30, 202520.6%-0.1 ptsAlphabet Form 10-Q, filed 2025-07-24 ↗
Q1 2025Mar 31, 202520.6%-0.4 ptsAlphabet Form 10-Q, filed 2025-04-25 ↗
Q3 2024Sep 30, 202420.8%-0.4 ptsAlphabet Form 10-Q, filed 2024-10-30 ↗
Q2 2024Jun 30, 202420.7%-0.9 ptsAlphabet Form 10-Q, filed 2024-07-24 ↗
Q1 2024Mar 31, 202421.0%-0.5 ptsAlphabet Form 10-Q, filed 2024-04-26 ↗
Q3 2023Sep 30, 202321.2%-0.5 ptsAlphabet Form 10-Q, filed 2023-10-25 ↗
Q2 2023Jun 30, 202321.6%-0.1 ptsAlphabet Form 10-Q, filed 2023-07-26 ↗
Q1 2023Mar 31, 202321.5%-0.4 ptsAlphabet Form 10-Q, filed 2023-04-26 ↗
Q3 2022Sep 30, 202221.7%+0.1 ptsAlphabet Form 10-Q, filed 2022-10-26 ↗
Q2 2022Jun 30, 202221.7%0.0 ptsAlphabet Form 10-Q, filed 2022-07-27 ↗
Q1 2022Mar 31, 202221.9%+0.2 ptsAlphabet Form 10-Q, filed 2022-04-27 ↗
Q3 2021Sep 30, 202121.6%-0.4 ptsAlphabet Form 10-Q, filed 2021-10-27 ↗
Q2 2021Jun 30, 202121.7%-0.7 ptsAlphabet Form 10-Q, filed 2021-07-28 ↗

Cite this data

StockData. (2026). Alphabet TAC rate: TAC as % of advertising revenues (as published) (%), quarterly Q1 2020–Q2 2026 [Data set]. Compiled from Alphabet SEC filings and investor materials. https://stockdatahq.com/stocks/googl/kpis/tac-rate

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