Use auction insights to compare performance

The auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you make strategic decisions about bidding and budgeting by showing you where you're succeeding and where you may be missing opportunities for improved performance. The auction insights report is available for Search, Shopping and Performance Max campaigns.

This article explains the statistics available in the auction insights report, how to find the report, and how to set a filter to locate the keywords, ad groups and campaigns that have auction insights reports available.

Note: Search partners don’t distinguish between 'top' vs. 'others' and it won’t be included in the auction insights data.

Auction insights statistics

Auction insights report for Search campaigns

Auction insights report for Shopping campaigns

Auction insight metrics for Shopping only come from the Search Network.

Auction insights report for Performance Max campaigns

Note: Performance Max campaign auction insights data will be available in Report Editor as well.

Descriptions of the auction insights statistics

Impression share

Impression share is the number of impressions that you have received divided by the estimated number of impressions that you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses and Quality Scores. In the auction insights report, impression share also tells you the impression share of other advertisers as a proportion of the auctions in which you were both eligible to show.

Notes:

For Shopping campaigns:
- Shopping campaigns don’t use Quality Score. However, the overall quality and relevance of your Shopping ads offers do factor into their eligibility. Learn more about impression share
- Sometimes impression share at the campaign and product group level and impression share from auction insights reports may have slight differences. The reason for the slight discrepancy is likely that auction insights filters out auctions with very low impressions, which the campaign level doesn’t (this is to reduce auction insights latency).
- The 'Product groups' tab will only show impression share for product groups with the volume required for impression share reporting, and then aggregates the impressions at that level. So, this could be different from the campaign level if there are many low volume product groups.
- Expect campaign and auction insights to match closely, and use the 'Product groups' tab for more granular views.
- The impression share shown for a competitor in the auction insights report may differ from the impression share that the competitor can view in their own report. Competing advertisers’ eligible impressions may only overlap with a percentage of your eligible impressions. For example, despite showing 100% in the 'Impression share' column of your report, your competing advertiser may have a 50% impression share in their eligible auctions.
- The auction insights report doesn’t show insights when impression share is less than 10%.
For Performance Max campaigns:
- Performance Max Ad impressions (and underlying auction insights data) across the Search network will be segmented by 'Search' or 'Shopping' options.

Overlap rate

Outranking share

Position above rate (Search campaigns only)

Top of page rate (Search campaigns only)

Absolute top-of-page rate (Search campaigns only)

Find the auction insights report

Auction insights data is available for Search, Shopping and Performance Max campaigns that meet a minimum threshold of activity. For Search campaigns, you can create a report for keywords, ad groups and campaigns. For Shopping campaigns, you can create a report for ad groups and campaigns. For Performance Max, you can create a report for campaigns.

In your Google Ads account, go to the Campaigns, Ad groups or Search keywords page based on what information you want to check in the report.
Select a specific campaign, ad group or keyword by ticking the box next to each item.

Note: You can only select keywords on a single page at a time (unless you run a report for 'All').
Click Auction insights.
You'll now be taken to your auction insights report.
- If you selected only Search, only Shopping campaigns or ad groups, you'll find the corresponding auction insights report.
- If you selected a mix of Search, Shopping or Performance Max campaigns, you'll need to select 'Search campaigns' or 'Shopping campaigns' in the dropdown menu. Performance Max ad impressions (and underlying auction insights data) for each of the channels will be segmented by 'Search' or 'Shopping' options.

Note: Only keywords and ad groups that meet a minimum threshold of activity will have the auction insights report.

Filter your auction insights

To help you locate keywords, ad groups and campaigns that have auction insights reports available, you can create a filter. The auction insights filter allows you to get a glance of which of your keywords, ad groups, or campaigns have auction insights reports available to view.

Click the filter icon above your statistics table.
Select one of the filters that appears to view a list of conditions for new filters.
Enter the condition then click Apply. The table automatically updates to show you your keywords or ad groups with available auction insights reports.

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