Track your competitors on Google Shopping

See who is winning the searches that matter, and why. Share of voice, price position and drop alerts for every term you track, in one monthly report.

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Free for 10 search terms.

10,000+

Search terms tracked

Google’s own tools only tell part of the story.

Auction Insights is sampled, averaged and account-level. Competitive pressure is none of those things. It happens on individual searches, and it moves.

Video

01

Incomplete data

Google Auction Insights shows limited competitors and sampled data, leaving you blind to real-time market shifts.

02

Manual tracking

Spending hours checking competitor positions manually means less time optimising your actual campaigns.

03

Missed opportunities

By the time you notice a competitor’s strategy change, they have already captured market share you will never recover.

See the tracker in action.

Track who’s competing, their market share, and how it changes over time.

Share of voice over time

Example data, brands anonymised

Example searches

Time frame

Current position rankings

The report you get every month.

Google’s Auction Insights shows who you compete with, and search term insights show how they perform auction by auction. Neither gives you the combined view: competitors moving in on your most profitable search terms. Below is an example from an outdoor retailer tracking 100+ search terms.

Visibility report · September 2026

T & B Outdoors · GB

Still the clear market leader, though visibility has softened

Your Share of Voice averaged 25.0% across all 103 tracked terms this month, down 9.6pp on the previous period. You still appeared in 102 of those terms and remain the most visible retailer in your market, well ahead of nearest rival Outdoor World Direct at 14.5%.

Terms tracked103Appeared in 102 of them

Rank #1 terms40 / 103Most visible seller on these terms

Overall SoV25.0%−9.6pp vs last month

Visibility report · Market share

Leading the market at 26.9% Share of Voice

T & B Outdoors holds the top spot in Google Shopping for these tracked terms, with a Share of Voice nearly double its nearest rival, Outdoor World Direct.

This period (Sep 2026)

Last period (Aug 2026)

T & B Outdoors
Outdoor World Direct
Purely Outdoors
Onyx Outdoors
Norwich Camping & Leisure
Glossop Awnings
eBay.co.uk
CamperNation
Others

Visibility report · Term movers

Largest gain on ‘vango rock & roll’, +22.9pp; largest slip on ‘vango tuscany 500’, −45.4pp

Which search terms gained or lost the most Share of Voice between periods.

vango rock & roll+22.9pp
vango rock and roll+18.7pp
isabella nordic+10.9pp
dorema diamond+6.2pp
caravan covers−35.7pp
caravan cover−38.8pp
vango tuscany−41.5pp
vango tuscany 500−45.4pp

Visibility report · Recommendations

Recovering lost visibility on a few key ranges is the clearest path to growth

Investigate the sharp drops on Vango Tuscany and Camptech awnings. Vango Tuscany 500 fell −45.4pp and Vango Tuscany −41.5pp, while Camptech Savanna dropped −34.5pp, all now trailing Onyx Outdoors. Prices on these lines are already competitive, so check product availability on these ranges first.
Reclaim visibility on caravan and campervan covers. Caravan cover (−38.8pp) and caravan covers (−35.7pp) lost most of their visibility to OLPRO, which now leads both terms. Your covers sit roughly 30% below OLPRO’s pricing, so this is a visibility gap rather than a pricing problem.

Simple pricing. Start free.

Track 10 search terms free, for as long as you like. Need more? Talk to us.

Free: up to 10 search terms

Connect Google Ads for 10 search terms, or enter 5 manually
Daily position monitoring and 30-day data history
The full monthly report, emailed to you
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Track hundreds of terms

Unlimited search terms and competitors
Complete historical data and weekly reports
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Frequently Asked Questions about the Visibility Tracker

Why should I connect my Google Ads account instead of tracking competitors without it?

Connecting your account improves the accuracy and relevance of the insight. It lets the platform identify the most commercially relevant search terms to track, and doubles the number of tracked queries. It also unlocks campaign benchmarks specific to your industry.

How do you access my Google Ads account, and is it safe?

We use Google OAuth, Google’s own authorisation method. You never share your password with us, and you can revoke access at any time from your Google account. We request the access needed to view your Google Ads data. That level of access technically allows full visibility, and we use it strictly to view and analyse: we never create, edit or delete campaigns, ads, budgets or settings. Your data is used only to provide the service, and is never shared or sold.

How do ecommerce teams usually assess competitor visibility on Google Shopping?

Most start by asking who is visible when shoppers search for their products. In practice visibility is not evenly distributed. It varies by search intent, product type and timing. That is why experienced teams look past account-level metrics to visibility at the search-query level, where the real competitive pressure sits.

Why does impression share often fail to reflect real competitive pressure?

Impression share is averaged across many products and searches, which masks what is happening on commercially critical queries. It is common for a competitor to dominate a small group of high-value searches while staying relatively invisible elsewhere. The useful question is where visibility is gained or lost, and against whom.

How can you tell whether a competitor is bidding harder or just has stronger signals?

Bids are not directly observable, so aggressiveness is inferred from ranking behaviour and how stable a competitor’s visibility is. When one consistently outranks others without meaningful price changes, the cause is usually feed quality, historical performance or conversion signals rather than bid alone.

How do you identify which searches competitors prioritise?

Competitors rarely compete uniformly. They concentrate visibility on specific brands, categories or high-intent searches. Finding those priorities means analysing repeat visibility patterns over time, not occasional overlap in a campaign-level report.

Why does competitor behaviour shift so sharply during peak trading?

Competition on Google Shopping becomes far more selective at peak. Competitors often raise visibility only on discounted or high-margin products, pull back elsewhere, or move spend quickly. Reading those shifts needs historical context, not a real-time snapshot.