Skip to main content

Understanding the Metrics in BrightBid's Competitor monitoring tool

When analyzing your competitors' Google Ads performance, it's important to understand the following key metrics

Pontus Wiehager avatar
Written by Pontus Wiehager
Updated this week

Share of Impressions

What it means: This shows how often an advertiser ad appears compared to the total number of searches in the sample.

Example:

We monitor 10 relevant searches and find 3 different advertisers.

  • Advertiser A ad appears in 8 out of 10 searches.

  • Advertiser B ad appears in 7 out of 10 searches.

  • Advertiser C ad in 5 out of 10 searches.

The following will be the Impression share per advertiser:

Share of impressions advertiser A: 8/10 = 80%

Share of impressions advertiser B: 7/10 = 70%

Share of impressions advertiser C: 5/10 = 50%


Absolute Top of Page

What it means: This tells you how often an advertiser’s ad was the first result on the search paid results page over how many times they appeared.

Example:

If an advertisers ad appears in the #1 spot for 2 out of 10 searches, their absolute top impression share is 20%.

Formula:

Number of times advertiser ad was displayed in position #1 / Number of times advertiser ad was displayed


Average Position

What it means: This is the average ranking position of an advertiser's ad across all the searches where it appeared. A lower number means a better (higher) position.

Example:

If a competitor’s ad appeared in position 1 once and position 2 once (and wasn’t shown in other searches), their average position is 1.5.


Position Above You

What it means: This tells you how often a competitor's ad appears in a higher position than yours when both of you are shown in the same search.

Example:

  • Your positions: 1, 2, 3, 0, 1

  • Competitor’s positions: 2, 1, 1, 1, 0

  • Your competitor appeared above you in 2 out of 3 shared searches66%


Ad Position Distribution

What it means: This shows how often an advertiser's ad appears in different positions. For the fourth position we consider any time the advertiser appeared in position 4+.

Example:

If an advertiser's ad appeared in these positions: 1, 2, 1, 4, 5 they will see the following ad positions:

  • Position 1 (2 out of 5 times): 40%

  • Position 2 (1 out of 5 times) : 20%

  • Position 3 (0 out of 5 times): 0%

  • Position 4+ (2 out of 5 times): 40%


These metrics help you understand how your competitors are performing in Google Ads, so you can adjust your strategy accordingly. 🚀

Did this answer your question?