Discontinued — last reported Q4 '25
Sales & Marketing
Operating ExpensesAlphabet Inc. Sales & Marketing increased by 14.0% to $8.22B in Q4 2025 compared to the prior quarter. Year-over-year, this metric grew by 11.6%, from $7.36B to $8.22B. Over 4 years (FY 2021 to FY 2025), Sales & Marketing shows an upward trend with a 5.8% CAGR.
Analysis
StatementIncome Statement
SectionOperating Expenses
CategoryEfficiency
SignalContext dependent
VolatilityModerate
First reportedQ1 2007
Last reportedQ4 2025
How to read this metric
Rising costs may indicate aggressive expansion or a more competitive environment requiring higher spend to acquire customers.
Detailed definition
Costs incurred to promote, sell, and distribute products and services to customers. This includes advertising, sales com...
Peer comparison
Enterprise software companies often have high sales costs due to the complexity of long-term contract negotiations.
Metric ID:
is_selling_and_marketingHistorical Data
19 periods
| Q2 '21 | Q3 '21 | Q4 '21 | Q1 '22 | Q2 '22 | Q3 '22 | Q4 '22 | Q1 '23 | Q2 '23 | Q3 '23 | Q4 '23 | Q1 '24 | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $5.28B | $5.52B | $7.60B | $5.83B | $6.63B | $6.93B | $7.18B | $6.53B | $6.78B | $6.88B | $7.72B | $6.43B | $6.79B | $7.23B | $7.36B | $6.17B | $7.10B | $7.21B | $8.22B |
| QoQ Change | — | +4.5% | +37.9% | -23.4% | +13.8% | +4.5% | +3.7% | -9.0% | +3.8% | +1.5% | +12.1% | -16.8% | +5.7% | +6.4% | +1.9% | -16.2% | +15.1% | +1.5% | +14.0% |
| YoY Change | — | — | — | — | +25.7% | +25.6% | -5.5% | +12.2% | +2.3% | -0.6% | +7.5% | -1.6% | +0.2% | +5.0% | -4.6% | -4.0% | +4.5% | -0.3% | +11.6% |
Range$5.28B – $8.22B
CAGR+10.3%
Avg YoY Growth+5.2%
Median YoY Growth+2.3%
Current Streak3 quarters growth
Sales & Marketing at Other Companies
Frequently Asked Questions
- What is Alphabet Inc.'s sales & marketing?
- Alphabet Inc. (GOOG) reported sales & marketing of $8.22B in Q4 2025.
- How has Alphabet Inc.'s sales & marketing changed year-over-year?
- Alphabet Inc.'s sales & marketing increased by 11.6% year-over-year, from $7.36B to $8.22B.
- What is the long-term trend for Alphabet Inc.'s sales & marketing?
- Over 4 years (2021 to 2025), Alphabet Inc.'s sales & marketing has grown at a 5.8% compound annual growth rate (CAGR), from $22.91B to $28.69B.
- What does sales & marketing mean?
- The cost of advertising and selling products to customers.