Track competitor visibility over time
Chart dated impression share, overlap rate, and outranking share instead of comparing isolated Auction Insights snapshots.
Auction Insights Trend Visualizer
Free, no signup. Parse dated Auction Insights exports, preserving censored <10% values instead of pretending they are zero.
Paste one or more dated Auction Insights tables. Optional blocks can be a GSC Dates export for average organic position and one same-scope Google Ads report containing Search lost IS (budget). Separate data sets with a line containing ---. Files never leave your browser.
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Local data
Saved targets, named lists, and recent check summaries remain only in this browser.
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Runs entirely in your browser — nothing you paste is uploaded or stored. Anonymous run-level outcome counters may be used for aggregate research; URLs, domains, IPs, and identifiers are never included, and no statistic is released below 100 runs.
How to use it
- Export Auction Insights at a consistent daily, weekly, or monthly granularity. Every Auction Insights table needs its own Date, Week, or Month column.
- Paste or upload one table, or separate multiple dated tables with a line containing
---. - Optionally add a GSC Dates export for average organic position and one same-scope Google Ads report with Search lost IS (budget). Optional blocks are identified by their headers, not their order.
- Select Analyze, choose impression share, overlap rate, or outranking share, and toggle competitors. Download the evidence CSV or the current chart as PNG.
Example result Illustrative data
These fictional points show the exact series shape. They are not market benchmarks.
CompetitorDateImpression shareOverlap / outranking
example-competitor.com2026-0618%24% / 41%
example-competitor.com2026-07<10% (censored)19% / 48%
How to read the result
Competitor is the display URL domain from the export. Each metric retains its own exact, censored-boundary, or missing state. Dashed chart segments touch at least one censored value for the selected metric. The optional organic-position line uses a separate scale where a lower position is better; it supplies context, not evidence that paid and organic movement caused each other.
Data sources & freshness
The parser recognizes common domain and period headers, converts percentage cells to decimals, and retains the source text and censoring state for every metric. Parseable day, ISO-week, and month labels are sorted chronologically. Confirmed Google update rollout dates come from this site's dated Search Status Dashboard feed. Budget and GSCA free Google service that reports how a site performs in Google Search and surfaces problems with how Google crawls, indexes, and serves it. It's first-party data straight from Google — but you don't need it to appear in results. evidence are aligned to imported dates; no interpolation, forecasting, causal attribution, or competitor scoring is applied.
Features
- Switches among impression share, overlap rate, and outranking share.
- Accessible competitor toggles, text legend, SVG tooltips, and a source-evidence table.
- Metric-specific censored boundaries and missing values;
<10%and--are never silently converted to exact zero. - Multiple dated Auction Insights blocks, optional GSC average-position overlay, and confirmed Google update bands.
- Optional direct budget evidence plus CSV and PNG exports, all processed locally.
Limitations
- Algorithm-update overlap is timing context, not evidence that an update caused a paid or organic change.
- GSC average position is an aggregated, directional measure on its own scale; the overlay does not create a paid/organic attribution model.
- Auction Insights alone does not reveal budgets. A budget finding requires a direct, exact
Search lost IS (budget)value on a matching imported date. - The browser can reject undated Auction Insights blocks, duplicates, unknown optional blocks, and mixed named budget scopes, but it cannot prove that separately exported reports used identical network, device, geography, campaign, or filters. Confirm that scope yourself.
Frequently asked questions
Which Auction Insights columns are required?
The export needs Display URL domain, Impression share, Overlap rate, and Outranking share. Include a Date, Week, or Month column to create a meaningful trend.
How does the tool handle values such as less than 10 percent?
It retains the boundary on the specific metric that contains it and draws chart segments touching that value as dashed. A missing value such as -- stays missing rather than becoming zero.
What does overlap rate mean?
Overlap rate is how often another advertiser received an impression when your ad also received one. It is not the competitor share of all possible auctions.
Can I compare exports with different campaign scopes?
No reliable budget finding can be made from mismatched scopes. Use the same account, campaign or ad-group scope, network, device, geography, and date granularity in both exports.
Can this diagnose budget pressure?
Optionally. Add a same-scope Google Ads campaign report with Date and Search lost IS (budget). The tool reports only direct, exact evidence on dates found in Auction Insights and never infers budget pressure from competitor movement.
Is my Auction Insights export uploaded?
No. The CSV is parsed and grouped locally in your browser.
Feature requests for Auction Insights Trends
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Where this tool helps
Common use cases
Preserve censored and missing evidence
Keep values such as less than ten percent as boundaries and double-dash cells as missing rather than silently converting either to exact zero.
Compare selected metrics and competitors
Switch the chart metric and toggle individual display domains while retaining an accessible legend and imported-evidence table.
Add organic and update timing context
Overlay optional GSC average position and confirmed Google rollout windows without treating timing overlap as causal attribution.
Verify budget pressure from direct evidence
Add a same-scope Google Ads report and report Search lost IS (budget) only from exact values on dates present in the Auction Insights export.
Watch the full workflow
Auction Insights Trend Visualizer walkthrough
Read the transcript
Auction Insights Trend Visualizer
This beginner walkthrough turns fictional Google Ads Auction Insights rows into a trend chart, explains every important metric, preserves less-than and missing values, demonstrates the controls and exports, and adds organic, update, and direct budget context without inventing causes.
Step 1
Google Ads Auction Insights shows how your ads appeared relative to other advertisers in the same eligible auctions. The Trend Visualizer combines dated reports so you can review change over time instead of comparing isolated snapshots. It charts the imported competitor metrics and keeps the original dates, values, and evidence states visible.
Step 2
Impression share is the percentage of eligible impressions an advertiser received. Overlap rate is how often another advertiser received an impression when your ad also received one. Outranking share is how often your ad ranked above that advertiser, or showed when theirs did not. A display U-R-L domain is the competitor label in the export. Each metric answers a different question, so never read one as another.
Step 3
A value such as less than ten percent is censored: Google gives a boundary, not an exact measurement. A double dash means the value was not reported. The tool keeps the boundary and missing state instead of silently converting either one to exact zero. Dashed chart segments show where the selected metric touches a censored value.
Step 4
Use it to track competitor visibility over time, preserve uncertain and missing evidence, compare metrics or selected domains, add organic-ranking and Google-update timing context, or verify budget pressure from a directly imported Ads report. The chart helps you form investigation questions. It does not reveal a competitor’s bids, budget, goals, or strategy.
Step 5
Paste or upload one or more dated Auction Insights tables. Each needs a display domain, Date, Week, or Month, plus Impression share, Overlap rate, and Outranking share. Optional blocks can add Search Console Dates for average organic position and one same-scope Google Ads report with Search lost I-S budget. Blocks are recognized by their headers, and processing stays in this browser.
Step 6
This fictional fixture tracks example competitor and market rival on four exact dates. Example competitor changes sharply. Market rival includes one less-than-ten-percent impression-share boundary and one separate missing impression-share cell. Search Console rows add average organic position on those dates. A named Search Core block adds direct Search lost I-S budget values. These are teaching data, not market benchmarks.
Step 7
Select Analyze. The parser identifies each block by its headers, keeps the original percentage text and evidence state, sorts the dates, groups observations by display domain, and aligns optional context only on imported dates. It then shows evidence-backed findings before the interactive chart. Nothing here fetches competitor or account data.
Step 9
The volatility card reports a twenty-three-point range and two neighboring moves of at least ten points. It is a plain description of the four exact observations. It does not prove the competitor changed bids or budget, entered a promotion, altered targeting, or caused any change in your results.
Step 10
The outranking card says your share against example competitor fell fifteen percentage points, from sixty to forty-five percent. Remember the definition: this is how often your ad ranked above theirs or showed when theirs did not. It is not your impression share or the competitor’s impression share.
Step 11
The top-of-page card says example competitor’s observed top-of-page rate fell eighteen points. That is the competitor’s imported metric, not your account’s top-of-page rate. The card also avoids claiming a cause. Use it to choose what to inspect in the account, not as permission to change bids.
Step 12
The default chart shows Impression share for both enabled domains. Exact observations use solid points and line segments. A segment touching market rival’s less-than-ten-percent boundary is dashed. The missing March impression-share value creates a gap instead of a false zero. The percentage scale belongs only to the selected paid metric.
Step 13
The imported-evidence table spells out less than ten percent as a censored boundary and the missing cell as not reported. Censoring is metric-specific. A bounded impression-share value does not make that date’s Overlap rate or Outranking share uncertain. The table also keeps organic position and direct budget-loss values aligned to their exact imported dates.
Step 14
Change the metric from Impression share to Overlap rate. The chart redraws with the overlap observations, which answer how often both advertisers showed together. Then choose Outranking share. Example competitor declines from sixty to forty-five percent, matching the earlier card. The control changes the question and scale; it does not transform one metric into another.
Step 15
Clear the Market rival checkbox to focus on Example competitor. The chart, text legend, and imported-evidence table update together. This is only a view filter. It does not delete imported rows, change the original reporting scope, or recalculate the observations as if the hidden advertiser never participated.
Step 16
The black dashed line adds G-S-C average organic position on a separate scale where a smaller number is better. Average position summarizes many impressions; it is not a guaranteed rank. Shaded bands mark confirmed March twenty-twenty-six spam and core update rollout windows. The line and bands provide timing context only. Overlap does not prove that a Google update caused paid or organic movement.
Step 17
Search lost I-S budget is the estimated percentage of eligible Search impressions lost because the campaign budget was insufficient. This finding reports an exact eighteen-percent peak from the imported Google Ads column on a matching Auction Insights date. It is not inferred from competitor movement. You must still confirm both exports used the same campaign, network, device, geography, and filters.
Step 18
Download results C-S-V saves auction-insights-trends dot C-S-V with every raw metric and its censoring flag. Download chart P-N-G saves the currently selected metric and enabled competitors. Keep the source files, scope, reporting dates, reviewer, investigation question, any account action, and follow-up measurement beside these artifacts.
Step 19
The main features are three selectable paid metrics, accessible competitor toggles and text legends, S-V-G tooltips, a source-evidence table, explicit missing and censored states, multiple dated input blocks, optional organic and update overlays, direct budget evidence, separate C-S-V and P-N-G exports, and browser-only processing.
Step 20
The chart does not interpolate missing dates, forecast results, score competitors, infer budgets from Auction Insights, or attribute causes. Google-update overlap is timing context. Organic position uses a separate aggregated scale. The browser can reject malformed inputs but cannot prove separately exported reports used identical scope. Confirm campaign, network, device, geography, filters, and granularity, then inspect the account before changing bids or budgets.
Use the chart to form questions, then verify the account context.
Confirm account, campaign, network, device, geography, filters, and date granularity before comparing exports. Use competitor movement, organic position, rollout timing, and budget loss as separate evidence streams, then investigate the account before changing bids or budgets.
Common issues & how to fix them
- Warning Your outranking share is declining Fix: Review bids, quality, targeting, and auction scope where your outranking share declined.
- Information A competitor’s top-of-page rate declined Fix: Confirm the export scope, compare the competitor’s impression share and overlap, and do not treat this alone as evidence that your ad rank worsened.
- Information Auction trend is highly volatile Fix: Segment the period by campaign or market change and avoid treating the unstable series as one steady trend.
- Warning Imported Google Ads data shows budget pressure Fix: Confirm the two reports use the same scope, then review campaign budgets and Search lost IS (budget) by date before changing bids or spend.