This data is aggregated across e-commerce brands using ThoughtMetric. The figures show average channel share, not results for any single store, and individual brands will vary based on their channel mix and category.
In May 2026, Google Ads accounted for 38.3% of attributed e-commerce revenue, making it the largest channel across stores tracked in ThoughtMetric. Meta Ads followed at 16.8%, Direct at 13.8%, and Organic Search at 9.9%.
In May 2026, Google Ads accounted for 38.3% of attributed e-commerce revenue, making it the largest channel across stores tracked in ThoughtMetric. Meta Ads followed at 16.8%, Direct at 13.8%, and Organic Search at 9.9%.
The full breakdown
May 2026 attribution share by channel, with April comparison:
- Google Ads: 38.3% in May, up from 38.1% in April (+0.5% MoM)
- Meta Ads: 16.8% in May, flat from April (0% MoM)
- Direct: 13.8% in May, down from 14.6% in April (-5.5% MoM)
- Organic Search: 9.9% in May, down from 10.0% in April (-1.0% MoM)
- Email: 7.7% in May, up from 7.0% in April (+10.0% MoM)
- Other / Custom: 4.5% in May, down from 4.7% in April (-4.3% MoM)
- Bing Ads: 3.4% in May, up from 3.2% in April (+6.2% MoM)
- Referral: 2.7% in May, down from 2.8% in April (-3.6% MoM)
- Organic Social: 1.5% in May, flat from April (0% MoM)
- SMS: 0.7% in May, flat from April (0% MoM)
- AI Search: 0.4% in May, up from 0.3% in April (+33.3% MoM)
- Pinterest Ads: 0.3% in May, flat from April (0% MoM)
A consistent attribution model across channels is what makes these comparisons reliable. ThoughtMetric makes attribution tracking accurate and easy, so you can make data-driven decisions.
