Reading Ad Radar metrics

Ad Radar surfaces two core metrics throughout its drill-down views. Understanding what each one measures helps you interpret the data correctly at every level.

Ad market share

Ad market share is the percentage of all observed ad appearances for a given keyword, brand, or ad that are attributed to the item you are looking at. It answers the question: out of everything Ad Radar has seen on this keyword, how much of it belongs to this specific brand, landing page, or ad?

For example, if a brand's ads account for 74.7 percent of ad market share on its own branded keyword, that means nearly three quarters of all observed ad appearances for that search term came from that brand itself. The remaining share is split across other advertisers, including competitors and any unauthorized bidders.

Ad market share is a relative measure. It tells you how dominant one advertiser is compared to everyone else competing on the same keyword, not the actual volume of impressions or spend.

Unique Ads

Unique Ads counts the number of genuinely different ad variations observed for a keyword, with each distinct ad counted once regardless of how many times it appeared. This is different from Ad market share, which weighs by appearance frequency.

A high Unique Ads count on a keyword tells you that many different advertisers or campaign variations are competing for it. This is common on broad, high intent keywords where multiple brands are actively testing different messaging and offers.

Using the two metrics together

Ad market share tells you who is winning visibility. Unique Ads tells you how contested the keyword is. A keyword with high Unique Ads and one advertiser holding a very high Ad market share suggests that one brand is consistently outcompeting many others. A keyword with high Unique Ads and a more even Ad market share split suggests an actively contested space with no clear leader.