{
  "dataset": "UPLIFY PMax UA E-commerce Benchmarks 2026 H1",
  "publisher": {
    "name": "UPLIFY",
    "url": "https://uplify.agency"
  },
  "author": "Anastasiia Lytvynenko (PPC Specialist)",
  "reviewer": "Viacheslav Overkovskyi (Founder)",
  "publication_date": "2026-05-24",
  "license": "https://uplify.agency/umovy-vykorystannia/",
  "temporal_coverage": "2026-01-01/2026-05-23",
  "spatial_coverage": "Ukraine",
  "sample": {
    "projects": 41,
    "campaigns": 129,
    "filter": "projects with >=100 clicks AND >=10 conversions",
    "channel": "Google Performance Max"
  },
  "metrics": {
    "ctr": {
      "overall_weighted_percent": 2.10,
      "median_per_project_percent": 2.25,
      "industry_baseline_range_percent": [1.5, 2.5],
      "definition": "clicks / impressions over the full period"
    },
    "avg_cpc": {
      "overall_weighted_uah": 5.28,
      "median_per_project_uah": 4.13,
      "industry_baseline_range_uah": [3, 8],
      "definition": "total_spend / total_clicks"
    },
    "conversion_rate": {
      "overall_weighted_percent": 16.07,
      "median_per_project_percent": null,
      "industry_baseline_range_percent": [1, 20],
      "definition": "total_conversions / total_clicks. Includes all conversion actions configured in account (AddToCart + PhoneCall + FormSubmit + Purchase), not Purchase-only. Heterogeneous across accounts."
    },
    "cpa": {
      "overall_weighted_uah": 32.87,
      "median_per_project_uah": 101.46,
      "industry_baseline_range_uah": [80, 400],
      "definition": "total_spend / total_conversions"
    },
    "roas": {
      "overall_weighted": 282.50,
      "median_per_project": 9.88,
      "industry_baseline_range": [4, 12],
      "definition": "total_conversions_value / total_spend (multiplier)"
    },
    "total_spend_uah": {
      "sum": 7157076,
      "mean_per_project": 171006
    },
    "total_conversions": {
      "sum": 213326,
      "mean_per_project": 5203
    }
  },
  "comparison_search_channel": {
    "projects": 10,
    "campaigns": 14,
    "ctr_percent": 6.71,
    "avg_cpc_uah": 6.40,
    "conversion_rate_percent": 6.53,
    "roas": 9.69
  },
  "methodology_notes": [
    "Median unit is per project: each project contributes one observation computed from its full-period aggregate.",
    "Conversion definition is account-configured Google Ads Conversion, which may include AddToCart, Phone Call, Form Submit alongside Purchase. This is why total conversion rate is higher than industry purchase-only rate (1-3%).",
    "All values in UAH. USD conversion at 40 UAH/USD: CPA 101 UAH ~= $2.53.",
    "1 outlier project with 600x+ ROAS is included as a real engagement; median calculation is unaffected.",
    "Sample includes only UPLIFY-managed accounts with Pixel/CAPI, GMC, GA4 configured. Stores not managed by an agency typically perform worse."
  ],
  "contact": "hello@uplify.agency",
  "documentation_url": "https://uplify.agency/pmax-benchmarks-ua-2026/"
}