The Auction Insights report provides critical competitive data, showing you how your ad performance compares to other advertisers participating in the same auctions. You can access it at the Campaign, Ad Group, or Keyword level.

It is important to note that the report is only available for Search, Shopping, and Performance Max campaigns that meet a minimum threshold of activity.

Step-by-Step Guide to Finding the Report

You must first select the level of data you wish to analyse before the report option appears.

Step 1: Navigate to the Data Level

In the left-hand menu of your Google Ads account, go to the Campaigns > Insights And Reports > Auction Insights that corresponds to the level you wish to analyse:

• For a broad view, Choose All Campaigns in the filter.
• For a medium-level view, Choose Ad groups.
• For a specific view, click keywords (found under the Campaigns > Audiences, keywords, and content > keywords menu).
  
  

Step 2: Select the Item(s)

• In the main data table, check the box next to the specific Campaign(s), Ad Group(s), or Keyword(s) you want to report on.
• Note: You can select multiple items to view a combined average, but you can only select one ad type (Search, Shopping, or Performance Max) at a time.
  
  

Step 3: Access the Report

• After selecting your items, look for the blue bar or menu that appears above your statistics table.
• Click the Auction insights button.
  
  

The report will generate and display comparative metrics such as Impression Share, Overlap Rate, Position Above Rate, and Outranking Share for you and your direct competitors.