Detailed information on data available through the API connector can be found in the set-up and configuration guide.
Our demo dashboard is a great example of how Adthena data can be visualized and used in Looker reports - this one also integrates Google Ads data which can be added to your report, or even blended with Adthena data, to help you quickly compare market insights vs performance.
Our demo dashboard includes a few different ideas of how to visualize your data to offer some inspiration, but Looker is pretty flexible and you can certainly choose to build something completely different that aligns best with your reporting needs.
The first page of our report contains some insights on market share trends, competitor volume, and performance vs previous period. A view like this can help identify any major shifts in competitor activity and how it might be impacting your core PPC metrics.
If you're interested in a more granular view, you can break down competitor market share vs previous period to see what could be driving market changes. For example, is a specific competitor now appearing on more terms, or are they maybe simply spending more? Are they appearing on less terms, but with a higher avg. position?
Additionally, you can further break this down by looking at performance on search term level, and quickly see who the top competitor is by search term, how competitive different terms are, and where you might get the most volume.
The detailed view option carries through to our Top Ads data - here, we have 1038 pages of competitor ad copy! Adding some filters to easily select specific competitors, or filtering by ad contains or display length can be a great way to narrow down your analysis.
Apart from text ads, you can also view shopping ads with the Looker Connector, including the product images. Quickly identify price points, est. impressions, and more for you and competitors, or benchmark images used in shopping ads.
You can also go beyond that top-level view, to drill down to avg. prices per competitor (and filter that further by product title (contains) to benchmark prices per category/product type).
You can even combine this data with our search term data to see which search terms are missing from your product titles (and how many est. clicks these search terms have, so you can prioritise optimising your feed).
You can also blend Google Ads data with Adthena data and create visuals like this - plotting market share changes with avg. CPC trends across all your activity or in specific categories, to help quantify the impact of market changes on performance.
Our demo dashboard includes a lot of competitor and market context, but you can also focus on benchmarking your own activity/categories against each other to observe how your market share or other core metrics are changing in each group. This can be a great way to identify areas of opportunity, as well as to get a comprehensive overview of your overall performance in the market.
You might want to review some additional things - like how the number of competitors in the market is changing over time, which might help you answer questions about performance, especially when considering potential causes for changes in cost-per-click.
Finally, if you have Brand Activator, you can use the Looker Connector to visualize your Brand Activator savings and activity log data. From there, you can easily combine this data with your Google Ads and Search Console data to visualize savings and Brand Activator activity alongside your total search performance (for both paid and organic).