Domains
Campaign 'Search - Running Shoes' (stridelab.example). Period A 2026-09-01 to 09-30 (30 days), Period B 2026-10-01 to 10-28 (28 days). The periods are not equal length; you asked to compare anyway, so every change below compares rates, not totals, and should be read with that gap in mind.
| Period or note | Value |
|---|---|
| Period A days | 30 |
| Period B days | 28 |
| Budget change from your input | +20% on 10-01 |
| Id | Domain | In A | In B |
|---|---|---|---|
| You | You | yes | yes |
| D1 | fleetfoot.example | yes | yes |
| D2 | milesports.example | yes | yes |
| D3 | trailhouse.example | yes | no |
| D4 | runnersden.example | no | yes |
Change table
Change = B minus A, in percentage points, computed by script.
| Id | Domain | Metric | A | B | Change |
|---|---|---|---|---|---|
| You | You | Impr. share | 42% | 47% | +5 pts |
| You | You | Top of page rate | 61% | 64% | +3 pts |
| D1 | fleetfoot.example | Impr. share | 38% | 41% | +3 pts |
| D1 | fleetfoot.example | Overlap rate | 55% | 60% | +5 pts |
| D1 | fleetfoot.example | Position above rate | 30% | 34% | +4 pts |
| D1 | fleetfoot.example | Top of page rate | 70% | 72% | +2 pts |
| D1 | fleetfoot.example | Outranking share | 40% | 37% | -3 pts |
| D2 | milesports.example | Impr. share | 22% | 19% | -3 pts |
| D2 | milesports.example | Overlap rate | 31% | 27% | -4 pts |
| D2 | milesports.example | Position above rate | 12% | 10% | -2 pts |
| D2 | milesports.example | Top of page rate | 48% | 45% | -3 pts |
| D2 | milesports.example | Outranking share | 51% | 55% | +4 pts |
| D3 | trailhouse.example | Impr. share | 11% | not in B | n/a |
| D3 | trailhouse.example | Overlap rate | 14% | not in B | n/a |
| D3 | trailhouse.example | Position above rate | 9% | not in B | n/a |
| D3 | trailhouse.example | Top of page rate | 40% | not in B | n/a |
| D3 | trailhouse.example | Outranking share | 47% | not in B | n/a |
| D4 | runnersden.example | Impr. share | not in A | 15% | n/a |
| D4 | runnersden.example | Overlap rate | not in A | 20% | n/a |
| D4 | runnersden.example | Position above rate | not in A | 18% | n/a |
| D4 | runnersden.example | Top of page rate | not in A | 66% | n/a |
| D4 | runnersden.example | Outranking share | not in A | 43% | n/a |
Entered and left
| Status | Domain | Id |
|---|---|---|
| Entered (in B, not A) | runnersden.example | D4 |
| Left (in A, not B) | trailhouse.example | D3 |
Google's auction insights page says the report "doesn't show insights when impression share is less than 10%". trailhouse.example had 11% impression share in A, so 'left' may mean it fell below that line, not that it stopped bidding.
Observations
- Your impression share went from 42% to 47% (+5 pts). Your input says you raised budget 20% on 10-01; that is a possible link, not a proven cause.
- D1 fleetfoot.example: overlap rate +5 pts and position above rate +4 pts, while your outranking share against it went -3 pts. In Google's terms, "Overlap rate is how often" their ad showed when yours did, and "Position above rate is how often" theirs showed higher; both rose.
- D4 runnersden.example entered with 15% impression share and an 18% position above rate. I cannot tell its budget, bids or strategy from this report.
Tests
- Ad copy or bid test aimed at the queries where fleetfoot.example appears with you; read your top of page rate and outranking share against D1 after a period you choose.
- Re-pull both periods with equal lengths (for example 28 days each) and recheck the changes above before acting.
Questions for you
- Do you want me to redo this with equal length periods?
- Did anything else change between periods (keywords, ads, bid strategy)? Only the budget change is in your input.
Needs your decision
- Any bid, budget or keyword change from these tests waits for your approval.