Auction Insights

What is Auction Insights?

The Auction Insights report shows you which other advertisers participate in the same ad auctions as you. You don't see their bids or budgets — but meaningful comparison metrics at campaign, ad group, or keyword level.

Which Metrics Does the Report Include?

• Impression share: How often does each participant appear relative to possible impressions?
• Overlap rate: How often does a competitor appear at the same time as you?
• Position above rate: How often does the competitor rank above you when you both appear?
• Top of page and absolute top of page rate: How often do ads appear at the very top of the page?
• Outranking share: How often do you rank better than the competitor?

How to Use Auction Insights Properly

The report helps you spot changes in competition: if your CPC suddenly rises, check whether a new bidder has entered aggressively. It's also invaluable for brand campaigns — you immediately see who is bidding on your brand name.

Pro Tip: Monitor Auction Insights over time instead of as a snapshot. Segment the report by month — this way you spot seasonal patterns and new competitors early.