According to a third data point from Mike Ryan, head of Ecommerce Insights at Smarter Ecommerce, who flagged the change in Temu’s ad strategy on LinkedIn, Temu’s impression share in early April hovered around 40%–50%—a fairly typical range. But between April 9 and 12, it abruptly dropped to zero. 

“That looks like a very rapid wind down of their advertising,” Ryan said. 

Meanwhile, Temu’s ranking as a shopping app dropped from #1 on April 9th to #11, according to Sensor Tower. 

“When ecommerce brands turn off advertising, there’s all this search volume that they’re not getting in front of people,” Ryan said. “In that case, they don’t have a chance to redirect that person to download their app.”

Temu did not respond to media requests. 

Data from Pathmatics finds that Temu’s U.S. digital ad spend across major social platforms—including Facebook, Instagram, X, and Snapchat—has cratered as well.

Impressions up for grabs

Given the scale and complexity of Google’s ad marketplace, most advertisers aren’t likely to see a major shift in their average click or impression costs from the departure of a single competitor—even one as large as Temu—according to Ballard.

“Shopping advertisers also tend to actively manage their CPCs to maintain a consistent return on investment,” he said. “So they’d likely try to scale traffic if their average click costs suddenly dropped.”

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