Google removes Auction Insights from Looker Studio

Google this month announced the removal of Auction Insights fields from Looker Studio, affecting how advertisers access and analyze competitive data. According to information released by Google, new data sources in Looker Studio will no longer have access to Auction Insights fields starting August 24, 2024. Furthermore, existing data sources will lose access to these fields on September 23, 2024.

This announcement has prompted advertisers to reassess their reporting strategies and take immediate action to prevent disruptions in their analytics workflows. The change impacts several key metrics that advertisers have relied upon to gauge their performance relative to competitors in the same auctions.

The removal affects a range of Auction Insight metrics, including but not limited to:

1. Auction Insight - Domain
2. Auction Insight - avg. position
3. Abs. top of page rate
4. Position above rate
5. Impr. share
6. Outranking Share
7. Overlap Rate
8. Top of page rate
9. Auction Insight - Store display name
10. Shopping impression share
11. Shopping outranking share
12. Shopping overlap Rate

These metrics have been instrumental for advertisers in understanding their competitive landscape within Google Ads. The removal of these fields from Looker Studio necessitates a shift in how advertisers access and analyze this critical information.

To prevent potential issues with existing reports, Google advises advertisers to proactively remove these fields from their Looker Studio reports and charts. Failure to do so could result in broken reports, potentially hampering advertisers' ability to track and optimize ad performance effectively.

It's important to note that while these fields are being removed from Looker Studio, they will continue to be available within the Google Ads platform itself. This means that advertisers will still have access to Auction Insights data, but they will need to access it directly through Google Ads rather than through Looker Studio reports.

The decision to remove Auction Insights from Looker Studio raises questions about the future of data integration between Google's various advertising and analytics platforms. While Google has not provided specific reasons for this change, it may be part of a broader strategy to streamline data access and reporting across its suite of advertising tools.

For advertisers who have heavily relied on Looker Studio for competitive analysis, this change necessitates a reevaluation of their reporting processes. They will need to consider alternative methods for incorporating Auction Insights data into their overall analytics strategy. This might involve creating new workflows that combine data from Google Ads with other reporting tools or developing custom solutions to bridge the gap left by the removal of these fields from Looker Studio.

The timing of this announcement gives advertisers approximately one month to adjust their existing data sources before the September 23 cutoff date. This transition period is crucial for advertisers to audit their current reports, identify those that utilize Auction Insights fields, and make necessary adjustments to ensure continuity in their competitive analysis efforts.

To better understand the impact of this change, it's helpful to examine the role Auction Insights has played in digital advertising strategies. These metrics have provided advertisers with valuable insights into their market position, allowing them to:

1. Assess their impression share relative to competitors
2. Understand how often their ads appear above those of their competitors
3. Gauge the frequency with which they outrank other advertisers
4. Analyze the overlap between their ads and those of their competitors

The removal of these fields from Looker Studio doesn't negate the importance of this data; rather, it changes how advertisers will need to access and integrate this information into their broader analytics framework.

For agencies and in-house teams managing multiple accounts, this change may require a more significant overhaul of their reporting processes. The ability to quickly visualize Auction Insights data across numerous accounts within Looker Studio has been a valuable feature for many. Moving forward, these teams may need to develop new methods for aggregating and presenting this data to stakeholders.

It's worth noting that while this change presents challenges, it also offers an opportunity for advertisers to reassess their competitive analysis strategies. By forcing a shift in how this data is accessed and utilized, advertisers may discover new insights or more efficient ways of integrating competitive data into their decision-making processes.

The removal of Auction Insights from Looker Studio also highlights the importance of adaptability in digital advertising. As platforms and tools evolve, advertisers must remain agile, ready to adjust their strategies and workflows to align with new limitations or opportunities.

Looking ahead, advertisers should consider the following steps:

1. Conduct a thorough audit of existing Looker Studio reports to identify those utilizing Auction Insights fields.
2. Develop a plan for accessing and integrating Auction Insights data directly from Google Ads.
3. Explore alternative visualization tools or custom solutions for presenting competitive data.
4. Update internal processes and training to reflect the new workflow for accessing Auction Insights data.
5. Consider how this change might impact broader reporting strategies and client communications.

As the digital advertising landscape continues to evolve, changes like this serve as a reminder of the importance of diversifying data sources and maintaining flexibility in reporting and analysis processes.

Key facts

Google is removing Auction Insights fields from Looker Studio.

New data sources lose access on August 24, 2024.

Existing data sources lose access on September 23, 2024.

Affected fields include Domain, Average Position, Impression Share, and others.

Auction Insights data will still be available within Google Ads.

Advertisers need to remove affected fields from Looker Studio reports to prevent disruptions.

The change impacts how advertisers access and analyze competitive data.