What Changed
Google has made a significant change affecting how advertisers access competitive intelligence within their reporting dashboards. Starting August 24, 2024, new Looker Studio data sources no longer have access to Auction Insights fields, and existing data sources lost access on September 23, 2024.
This change impacts how advertisers track their competitive position in Google Ads auctions and requires adjustments to established reporting workflows. Understanding the affected metrics and available alternatives ensures your paid advertising strategy remains data-driven and competitive.
According to PPC Land's comprehensive coverage, this removal affects 12 specific competitive metrics that advertisers have relied on for market intelligence.
This change reflects a broader trend in digital marketing platforms where data access and reporting capabilities evolve regularly. Advertisers who build flexible, multi-source data strategies will adapt more quickly to future platform changes.
Auction Insights provides competitive intelligence about how your ads perform relative to other advertisers participating in the same auctions
Search Auction Metrics
Domain identification, average position, top-of-page rate, position above rate, impression share, outranking share, overlap rate
Shopping Auction Metrics
Store display name, shopping impression share, shopping outranking share, shopping overlap rate
Competitive Position
Understand your market position relative to competitors in the same auction environment
Bidding Intelligence
Make informed bidding decisions based on competitive dynamics and market share insights
| Category | Metric | Status |
|---|---|---|
| Search | Auction Insight - Domain | Removed |
| Search | Auction Insight - avg. position | Removed |
| Search | Abs. top of page rate | Removed |
| Search | Position above rate | Removed |
| Search | Impr. share | Removed |
| Search | Outranking Share | Removed |
| Search | Overlap Rate | Removed |
| Search | Top of page rate | Removed |
| Shopping | Store display name | Removed |
| Shopping | Shopping impression share | Removed |
| Shopping | Shopping outranking share | Removed |
| Shopping | Shopping overlap Rate | Removed |
Impact on Your Reporting
The removal of Auction Insights from Looker Studio affects advertisers who relied on this integration for competitive analysis:
Direct Impacts
Dashboard Incompleteness: Dashboards showing relative position metrics became incomplete after September 23, 2024. Any automated reports scheduled to share with stakeholders now show data gaps.
Multi-Account Challenges: Agencies and advertisers managing multiple accounts lost the ability to create unified views of competitive performance across their portfolio. For managed PPC services, this means adapting client reporting workflows.
Historical Comparisons: Maintaining historical trends and year-over-year competitive analysis became more difficult without consistent data access.
Workflow Adjustments Required
Advertisers must now:
- Access competitive data directly through Google Ads interface
- Use third-party tools for unified competitive reporting
- Build custom solutions using Google Ads API
- Adjust stakeholder expectations for competitive analysis delivery
Search Engine Land's industry analysis highlights how this change forces advertisers to rethink their competitive intelligence workflows.
For agencies offering comprehensive digital marketing services, adapting to these changes requires a holistic approach to client reporting that combines multiple data sources.
Access Auction Insights in Google Ads
The most straightforward approach is accessing Auction Insights directly within the Google Ads interface.
How to Access
- Navigate to any campaign, ad group, or keyword level in Google Ads
- Select "Auction insights" from the dimensions dropdown
- Export data manually or use scheduled reports
Advantages
- No additional tools or costs
- Data remains authoritative and up-to-date
- Full context within Google Ads ecosystem
Limitations
- Manual process for multi-account management
- Cannot create unified dashboards across accounts
- Time-consuming for agencies managing multiple clients
PPC Land's implementation guide covers the direct access method in detail.
Establish Regular Reviews
Schedule weekly or monthly competitive analysis sessions rather than relying on real-time dashboards. This ensures dedicated focus on competitive dynamics and allows for deeper analysis.
Focus on Actionable Metrics
Prioritize metrics that directly inform decisions: impression share for market presence, top impression rate for visibility, and industry benchmarks for context.
Develop Alert Systems
Set up notifications for significant changes in your competitive landscape. Many third-party tools offer alert capabilities for competitive movements.
Document Your Approach
Create standardized templates for competitive analysis that ensure consistency across accounts and reporting periods. Include both quantitative metrics and qualitative observations.
Maintaining Data Quality in Your Reporting
When transitioning to new competitive data sources, maintaining data quality requires intentional effort:
Data Validation Checks
- Verify data completeness compared to historical baselines
- Cross-reference key metrics across multiple access points
- Document any data discrepancies and their potential causes
Standardizing Definitions
Ensure all stakeholders understand how metrics are calculated and any changes in methodology:
- Impression share calculations and exclusions
- Position metrics and their measurement approach
- Time period definitions for trend analysis
Documentation and Transparency
Maintain clear records of:
- Data sources used for competitive analysis
- Any limitations or gaps in available data
- Assumptions made in competitive interpretations
Search Engine Land's competitive analysis guide emphasizes the importance of maintaining rigorous data quality standards when adapting to platform changes.
Diversify Your Data Sources
Don't rely on a single source for competitive intelligence. Combine:
- Native platform data (Google Ads Auction Insights)
- Third-party competitive intelligence tools
- Industry benchmarks and market research
- First-party data from your own campaign performance
Focus on Outcome Metrics
While competitive metrics provide context, your success ultimately depends on:
- Conversion rates and cost per acquisition
- Return on ad spend and overall campaign efficiency
- Business outcomes driven by paid advertising
Use competitive intelligence to inform bidding and targeting, but measure success through business outcomes.
Stay Informed
Platforms frequently update features, policies, and available data. Subscribe to official Google Ads communications and industry publications to stay current with changes that affect your competitive analysis capabilities. Following our comprehensive PPC resources helps you stay ahead of platform updates.
For organizations looking to integrate AI-powered automation into their advertising workflows, modern platforms offer advanced capabilities that can help compensate for reduced platform reporting access.
Frequently Asked Questions
Sources
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PPC Land: Google removes Auction Insights from Looker Studio - Timeline, affected fields list, key facts summary
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Search Engine Land: Google removes Auction Insights from Looker Studio - Industry analysis, competitive analysis workflow impact
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Data Revolt: Farewell to auction insights in Looker Studio - Agency workflow adjustments, Google Ads API alternatives
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Adthena: Navigate Google's Auction Insights removal from Looker Studio - Third-party tool alternatives, unified reporting strategies