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Auction Insights Competitor Analyzer

Google's Auction Insights report is a wall of percentages. Paste it in and get a clear read: who your real competitors are, ranked by threat, and exactly where to defend and where to push.

By the Digital Success paid-media team · Updated September 2026 · Free, results in seconds

The short version: Auction Insights shows how you stack up against others in the same auctions, but as raw percentages it is hard to act on. This analyzer ranks each competitor by a threat score built from their impression share, how often they outrank you and how often they sit above you, so you can see who to worry about and where you are winning.
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Analyze your Auction Insights

Paste your rows as domain, impression share%, overlap%, position above%, top of page%, outranking% (one per line). Include your own row if you like. Analyzed in your browser.

What you get

Your Auction Insights report, turned from a confusing grid of percentages into a clear competitive picture. Paste the rows and the analyzer ranks every competitor by a threat score, built from how present they are in your auctions (impression share), how often they sit above you, and how rarely you outrank them, then tells you plainly who to defend against and where you are already winning and can push for more. If you include your own row, it shows exactly how you stack up.

How it works

  1. In Google Ads, open the Auction Insights report for a campaign or keyword.
  2. Copy the rows and paste them below as domain, impression share, overlap, position above, top of page, outranking.
  3. See competitors ranked by threat, with your standing highlighted.
  4. Open the full read for where to defend and where to press.

Why raw Auction Insights hides the answer

Auction Insights is one of the only windows Google gives you into your paid competition, but it presents six metrics per competitor with no sense of which matter or which rivals to worry about, so most advertisers glance at it and move on. The insight is in combining the signals. A competitor with high impression share is simply always there. One with a high position-above rate is consistently beating you to the better spots. One you rarely outrank is winning the head-to-head. Put those together and a clear hierarchy of threats appears: the rivals scoring high on all three are the ones shaping your costs and stealing your clicks, and they deserve your attention, while the ones you already dominate are room to expand. This tool does that combining for you, so instead of a wall of numbers you get a to-do list: defend here, press there. And because Auction Insights never reveals bids, the winning move is usually to out-execute on relevance, Quality Score and landing pages rather than simply pay more.

Frequently asked questions

What is the Auction Insights report?
A Google Ads report showing how you compare to others in the same auctions, via impression share, overlap, position above, top of page and outranking share. One of the few windows into your paid competition.
What is impression share?
The share of impressions you were eligible for that you actually won. A competitor with high impression share is present in most of your auctions.
What is outranking share?
How often you ranked above a competitor (or showed when they did not). Low outranking share against a rival means they usually beat you, a signal to review bids, Quality Score and budget.
How do I compete better?
Focus on the high-impression-share, high-position-above rivals, then improve relevance and Quality Score, bids where value justifies them, budget so you are not capped, and stronger ads and pages. This tool ranks who to focus on.
Can I see competitors' bids?
No, Google shows relative performance only, never bids or budgets. This analyzer turns those relative signals into a prioritized view.
Is it free?
Yes, free with no login, analyzed in your browser. Share your details once to open the full ranked table and strategy.

Further reading from Digital Success

Losing the auction to the same competitors?

Winning more of the auction takes the right bids, Quality Score, budget and structure, working together. Digital Success out-executes competitors for US advertisers. Talk to a specialist for a free review.

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