Auction Insights Analyzer: see who you compete with in Google Ads
See your closest rivals in Google Ads, who is new and who is gaining on you, from auction insights.
- Free to use
- Runs in your browser
- No sign-up
Your rivals appear here
Upload or paste an auction insights report, add an earlier one for changes, or try the example: a gym in Pune.
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About the Auction Insights Analyzer
Upload or paste the auction insights report from Google Ads for one period, or for two periods to see what changed. The tool sorts the advertisers in your auctions by overlap rate, plots how often they show with you against how often you outrank them, and marks new rivals, rivals that dropped out and rivals gaining on you. Each metric is explained in Google's words, and each rival gets our suggestions. Works with Search and Shopping reports; nothing is uploaded.
How it works
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Step 1
In Google Ads, open Campaigns, tick one or more campaigns and choose Auction insights (under Insights and reports in the newer layout). Pick a date range, segment it by week or month for a trend, and download the table as CSV.
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Step 2
Drop the file here or paste the table. To see changes, add a second report for an earlier period of the same length.
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Step 3
Read the chart and the "do these first" list, open "What to do" on each rival for our suggestions, then copy the summary or download the CSV.
What the auction insights report shows
Auction insights compares your results with other advertisers in the same auctions. Search reports have six statistics: impression share, overlap rate, position above rate, top of page rate, absolute top of page rate and outranking share. Shopping reports have three: impression share, overlap rate and outranking share. Google offers it for Search, Shopping and Performance Max campaigns with enough activity.
How the tool reads it
Rivals are sorted by overlap rate, the share of your impressions in which their ad showed too. A close rival has an overlap rate of 30% or more, and a rival is often above you when its position above rate is 50% or more; both are our measures. Between two periods, a rival is gaining on you when its impression share or position above rate rises by 5 points or more, or your outranking share against it falls by 5 points or more (our measure).
What this tool cannot do
The report shows what happened in your auctions, not why, so the tool cannot tell whether a rival bid more, spent more or wrote better ads. Google does not show auction insights when impression share is less than 10%, and shows small shares as "< 10%"; the tool places those at 10% and leaves out changes it cannot measure. It never signs in to Google Ads.
Frequently asked questions
What is overlap rate in auction insights?
Overlap rate is how often another advertiser's ad received an impression when your ad also received one. Google's example: an overlap rate of 60% means that in 6 of every 10 times your ad showed, that advertiser's ad showed too. A high overlap rate means you compete for the same searches, so this tool sorts rivals by it.
What is the difference between outranking share and position above rate?
Position above rate is how often the other advertiser's ad showed in a higher position than yours when both ads showed at the same time. Outranking share is how often your ad ranked higher in the auction than theirs, or showed when theirs did not. A rival with a high position above rate wins most of the auctions you share.
Why is a competitor missing or shown as "< 10%"?
Google shows shares under 10% as "< 10%", and does not show auction insights when impression share is less than 10%. A rival that appears in one period but not in another may simply have been in fewer of your auctions. "google.com" can appear when advertisers use Google-hosted pages, a Google Business Profile or a Google Site.
How do I see auction insights over time?
In Google Ads, segment the auction insights table by time, such as week or month, before you download it. This tool compares the latest period with the one before it and shows impression share for each period. You can also upload two separate reports, one for this period and one for an earlier period of the same length.
What should I do when a competitor is gaining on me?
Our suggestion: first look at their ads and offer, for example in our Competitor Ad Analyzer. Then check whether you lose impressions to Ad Rank or to budget in our Impression Share Calculator. To show at the top of the page more often, Google suggests better ads and landing pages and higher bids. Wait a second period before you react, as one period can be noise.
Related reading
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