Auction insights

What are auction insights?

Auction insights are a report in Google Ads that shows how you perform compared with other advertisers that take part in the same auctions. You see impression share, overlap rate and position above rate, among other things. You do not see what others bid or spend.

Why are auction insights important?

• Competitors mapped: you see who often appears in the same auctions as you.
• Explains swings: a new player sometimes explains a falling impression share.
• Backs up decisions: you weigh budget and bid strategy against competitive pressure.

Examples of auction insights

• A competitor with a high overlap rate often appears in the same auctions as you.
• A position above rate of 60 percent means a competitor ranked above you in 60 percent of the shared auctions.
• You see that a new advertiser suddenly joined this month.

How do you use auction insights?

Open the report for a campaign or keywords, pick a period and compare it with the previous one. Watch for new players and changes in your position relative to the rest. Read more about such analyses on our Google Ads page.