Why Google Removed Auction Insights from Looker Studio
In August 2024, Google announced that Auction Insights fields would be removed from Looker Studio, impacting how advertisers access competitive data. The change affects new data sources starting August 24, and all existing data sources lost access on September 23. This removal requires advertisers to update their reports to avoid disruptions in data tracking and analysis.
The affected Auction Insights metrics include critical fields such as Domain, Average Position, Impression Share, Outranking Share, and others. These metrics help advertisers understand their performance relative to competitors. Removing these fields from Looker Studio means advertisers will now need to revert to manual analysis using the Google Ads platform to gather this data.
Google has not specified the reason for this change, but it may be part of a broader strategy to streamline data access across its advertising tools. Although this removal affects Looker Studio, Auction Insights data will still be available within Google Ads, so advertisers can access it directly if needed.
Impact of This Change on PPC Marketers
The removal of Auction Insights from Looker Studio poses several challenges for PPC marketers. Auction Insights provides crucial data that helps advertisers compare their performance with competitors. Without this tool in Looker Studio, marketers will have to rely solely on Google Ads for competitive analysis, which may complicate their workflow.
1. Manual Reporting Burden
Previously, marketers could access competitive data directly within Looker Studio, allowing for a more streamlined reporting process. Now, they will need to manually pull this data from Google Ads and integrate it into their reports. This change increases the time and effort required to monitor campaign performance and adjust strategies effectively.
2. Disrupted Workflows
Many PPC marketers use Looker Studio for a comprehensive view of their ad performance. The removal means they must adapt their current processes. Agencies and in-house teams managing multiple accounts may find it particularly challenging since they often rely on Looker Studio to visualize Auction Insights data across various accounts.
3. Data Accuracy Concerns
Removing Auction Insights fields from reports could lead to broken or incomplete datasets if marketers do not proactively update their Looker Studio reports. This disruption could affect their ability to optimize campaigns, potentially impacting return on investment (ROI) and ad performance tracking.
4. Need for Alternative Solutions
Marketers must explore other tools or develop custom solutions to fill the gap left by this change. Some may turn to third-party platforms or create new workflows that combine data from Google Ads with other reporting tools. Finding efficient ways to visualize competitive data becomes a new priority.
How to Adapt to the Removal of Auction Insights
With the removal of Auction Insights from Looker Studio, marketers need to adapt quickly to avoid disruptions in their competitive analysis. Here are some actionable steps to help navigate this change:
Utilize Google Ads Directly
Since Auction Insights data will still be accessible within Google Ads, marketers can continue to use it for competitive analysis. Although it’s more time-consuming than using Looker Studio, setting up regular reporting routines in Google Ads can ensure access to key metrics such as Impression Share and Average Position.
Update Looker Studio Reports
Before removing Auction Insights from Looker Studio, review all reports using these fields. Proactively delete or replace them to prevent broken reports. This step helps maintain the accuracy of your data visualization and reporting. Consider adding new fields that provide valuable insights, like Clicks, Conversions, or Cost-per-Click (CPC) metrics.
Explore Third-Party Tools
Look into alternative PPC insight tools that can provide similar competitive analysis. Several third-party platforms offer integrations with Google Ads, allowing for detailed reports and visualizations. These tools can act as substitutes for Auction Insights and help fill the data gap left in Looker Studio.
Create Custom Dashboards
Marketers can create custom dashboards using data exported from Google Ads. Using tools like Google Sheets or Excel, you can manually compile Auction Insights data to monitor competitor performance. While this approach requires more manual effort, it provides flexibility in how data is analyzed and presented.
Review and Adjust Strategies
The removal of Auction Insights is an opportunity to revisit and refine your PPC strategies. By focusing on the data that remains available, you can experiment with new performance metrics or optimization techniques. Diversify your data sources to gain a broader understanding of your competitive landscape.
Best Practices for Reporting in the Absence of Auction Insights
With the removal of Auction Insights from Looker Studio, PPC reporting must now adapt to maintain a clear view of campaign performance. Here are some specific tips tailored for PPC reporting to navigate this change:
1. Optimize Custom Metrics in Looker Studio
Although Auction Insights are no longer available, you can focus on other valuable metrics. Set up custom metrics like Quality Score, CTR, Conversion Rate, and CPA within Looker Studio. These metrics can help you monitor campaign effectiveness and highlight areas for optimization. Create dashboards that showcase performance over time to identify trends and make strategic adjustments.
2. Develop Impression Share Monitoring
While Auction Insights are gone, Impression Share remains accessible within Google Ads. Regularly export Impression Share data and integrate it into your Looker Studio reports. This practice gives a general idea of how often your ads are appearing in auctions. You can create visual graphs to monitor changes and address any dips that may indicate increasing competition.
3. Use Automated Rules in Google Ads
Automate performance tracking by setting up rules within Google Ads. For instance, create rules to notify you if CTR drops below a certain threshold or if costs exceed a set limit. Automated rules allow you to keep tabs on key PPC performance metrics without manually checking reports daily. This method helps bridge the gap left by the removal of competitive metrics in Looker Studio.
4. Blend Data from Multiple Sources
Incorporate data from various sources, such as Google Analytics, social media platforms, or CRM systems, into your reports. By combining this information, you create a comprehensive view of user behavior and ad performance. For instance, use data blending in Looker Studio to combine conversion metrics from Google Ads with site engagement data from Google Analytics, providing a more holistic picture.
5. Build Competitor Benchmark Reports
To compensate for the loss of direct competitor analysis, create periodic benchmark reports based on your historical data. Identify key time periods and set baseline metrics for performance. Compare current performance against these benchmarks to assess competitiveness. This approach enables you to track trends, even without direct Auction Insights data.
6. Customize Reports for Clients and Stakeholders
Adjust your reporting style to reflect the changes. For client or stakeholder reports, add context around the lack of Auction Insights and focus on other metrics that highlight performance. For example, highlight key metrics like Conversion Rate, ROAS (Return on Ad Spend), and Ad Position. Providing these insights ensures that clients or stakeholders continue to understand the value of your PPC strategies.
Final Thoughts Navigating the Change in Google Ads Reporting
The removal of Auction Insights from Looker Studio represents a significant shift in PPC reporting, requiring marketers to adapt and find new strategies for competitive analysis. This change pushes advertisers to explore different metrics, automate their data tracking processes, and incorporate alternative tools to fill the gap left by Auction Insights.
While the adjustment may seem challenging, it also presents an opportunity to refine reporting strategies. By focusing on other key performance indicators, such as CTR, Conversion Rate, and Impression Share, marketers can gain a fresh perspective on their campaigns. Using custom dashboards, blending data sources, and integrating third-party tools can help build a comprehensive reporting approach that continues to provide valuable insights.
It’s crucial for marketers to stay proactive and agile during this transition. Regularly monitoring metrics in Google Ads, automating reporting processes, and training teams on new workflows will ensure continued success in PPC management. Navigating this change requires adaptability, but it also opens doors to more innovative reporting techniques and a deeper understanding of campaign performance in the evolving digital landscape.