Google Ads Competitive Analysis Tool

Google Ads Auction Insights Analyzer

Compare your Search auction visibility with competing domains, identify high-overlap competitors, review who appears above you most often and optionally compare the landscape against a previous period.

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Upload Auction Insights reports

Use a current-period Search Auction Insights export. Add a previous-period export when you want competitor movement and new/exit detection.

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Google Ads → Campaigns → Insights & reports → Auction insightsUse the same campaign, ad group or keyword scope for both periods. Download CSV or TSV without a time/device segment so each domain appears once.
Required

Current period

No file
Optional

Previous period

No comparison

How to read Auction Insights without overreacting

Auction Insights compares your visibility with advertisers participating in the same auctions. It is useful for diagnosing competitive pressure, but it does not reveal competitors' bids, budgets, profitability or conversion performance.

Impression ShareVisibility within eligible auctions

Shows the share of eligible impressions received by each advertiser. Compare competitors with your own row rather than treating a high value as proof that they are more efficient.

Overlap RateHow often you actually meet

A high-overlap advertiser is present in many of the same auctions where your ad also receives an impression.

Position Above RateWho appears above you when both ads show

Search-only metric. A high value can indicate stronger relative auction position, but it still does not explain the cause.

Outranking ShareHow often you outrank them or show when they do not

This metric is from your perspective. Higher values mean your ad won the relative visibility comparison more often.

Important:Search Auction Insights includes six main statistics: impression share, overlap rate, outranking share, position above rate, top of page rate and absolute top of page rate. Shopping reports use a smaller metric set, so some table columns may be unavailable.
Do not treat competitor movement as a bidding instruction.A rival gaining impression share can reflect changes in their eligibility, your eligibility, query mix, budgets, Ad Rank, campaign scope or auction conditions. Use this output as a competitive review queue alongside your own CPA, ROAS and impression-share-loss data.