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%”)
Latest, 2025
20.3%
Period ended Dec 31, 2025
Change on a year earlier
-0.4 pts
20.7% in 2024
History
7 years
Since 2019
Sources
7
Documents cited below
Annual history
Hover a value to see the sentence it was read from; calculated values show their formula
| Period | Ended | TAC rate: TAC as % of advertising revenues (as published) (%) | Year on year | Source |
|---|---|---|---|---|
| 2025 | Dec 31, 2025 | 20.3% | -0.4 pts | Alphabet Form 10-K, filed 2026-02-05 ↗ |
| 2024 | Dec 31, 2024 | 20.7% | -0.7 pts | Alphabet Form 10-K, filed 2025-02-05 ↗ |
| 2023 | Dec 31, 2023 | 21.4% | -0.6 pts | Alphabet Form 10-K, filed 2024-01-31 ↗ |
| 2022 | Dec 31, 2022 | 22.0% | +0.2 pts | Alphabet Form 10-K, filed 2023-02-03 ↗ |
| 2021 | Dec 31, 2021 | 21.8% | -0.5 pts | Alphabet Form 10-K, filed 2022-02-02 ↗ |
| 2020 | Dec 31, 2020 | 22.3% | 0.0 pts | Alphabet Form 10-K, filed 2021-02-03 ↗ |
| 2019 | Dec 31, 2019 | 22.3% | – | Alphabet Form 10-K, filed 2020-02-04 ↗ |
Cite this data
StockData. (2026). Alphabet TAC rate: TAC as % of advertising revenues (as published) (%), annual 2019–2025 [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.