Google AdsPaid AdvertisingCompetitive Analysis
Competitive analysis examines Google Ads auction insights data - including overlap rate, outranking share, and impression share relative to competitors. It provides visibility into how your paid search presence compares to competitors within the same auctions.
Google Ads metric
Competitive analysis examines Google Ads auction insights data - including overlap rate, outranking share, and impression share relative to competitors. It provides visibility into how your paid search presence compares to competitors within the same auctions.
Full guide: definition, formula, and benchmarksWhy Competitive Analysis matters for Google Ads users
Google Ads does not operate in a vacuum. Your CPC, impression share, and conversion rate are all influenced by competitor behaviour. A sudden CPC increase may reflect a competitor entering your auctions rather than an issue with your own campaigns.
Mapping competitive metrics into your metric tree provides context for your own performance changes. When your metrics shift, the tree shows whether it is an internal issue or a competitive landscape change - enabling the right response instead of misguided optimisation.
Driver
Conversion rate
Outcome · 58% contribution
Revenue
Understand and act on Competitive Analysis with KPI Tree
KPI Tree connects auction insights data from your warehouse and maps competitive metrics alongside your own campaign performance. Track overlap and outranking share for your key competitors.
Assign RACI ownership to your competitive intelligence lead. Set alerts when competitor activity shifts significantly and track strategic responses to competitive landscape changes.
Get started with your Google Ads data
MCPPull metrics from Google Ads directly through the Model Context Protocol.
Connect your existing warehouse where Google Ads data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Google Ads metrics Ready to add to your trees.
Impression Share
Paid AdvertisingImpression Share = (Impressions Received / Total Eligible Impressions) x 100
Impression share measures the percentage of eligible impressions your Google Ads actually received compared to the total impressions available for your targeted keywords and audiences. It indicates your market coverage and competitive presence in the paid search landscape.
View metricCost per Click
Paid AdvertisingCost per Click = Total Ad Spend / Total Clicks
Cost per click measures the average amount paid for each click on a Google Ads advertisement. It reflects the competitive intensity of the keywords and audiences you target, the quality of your ads, and the effectiveness of your bidding strategy.
View metricAverage Position
Paid AdvertisingAverage position indicates where your Google Ads typically appear on the search results page relative to other ads. While Google deprecated the exact average position metric, top impression share and absolute top impression share serve as modern proxies for ad placement visibility.
View metricImpression Share Lost to Budget
Paid AdvertisingIS Lost (Budget) = (Impressions Lost to Budget / Total Eligible Impressions) x 100
Impression share lost to budget measures the percentage of eligible impressions your Google Ads did not receive because your daily or campaign budget was exhausted. It quantifies the opportunity cost of budget constraints and indicates where additional investment could capture more conversions.
View metricSearch Term Analysis
Paid AdvertisingSearch term analysis examines the actual search queries that trigger your Google Ads, comparing them against your targeted keywords. It identifies high-performing search terms worth promoting, irrelevant queries worth excluding, and emerging search patterns that reveal new opportunities.
View metricExplore Competitive Analysis across integrations
All Google Ads metrics
Ad Copy Testing AnalysisAd Frequency AnalysisAudience Segmentation AnalysisAverage PositionBid Strategy Performance AnalysisBudget Allocation AnalysisCampaign Attribution AnalysisClick-Through RateConversion RateCost per AcquisitionCost per ClickCross-Campaign Performance AnalysisCustomer Lifetime Value (Ads)Dayparting AnalysisDevice Performance AnalysisExtension Performance AnalysisGeographic Performance AnalysisImpression Share Lost to BudgetImpression ShareKeyword Performance AnalysisLanding Page Performance AnalysisNegative Keyword AnalysisQuality ScoreReturn on Ad SpendSearch Term AnalysisSeasonal Trend AnalysisEmpower your team to understand and act on Google Ads data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
