Market Share

Market Share presents your top 10 competitors in a doughnut chart, comparing their share of clicks and spend across both paid and organic listings. This provides a clear overview of performance comparison.

• Navigate to Market Share
• Date Picker
• Filters
• Chart Data
• Market Share Table
• Export Data

Navigate to Market Share

To view the Market Share report, go to the left-hand navigation menu, click on the Market tab, and select Share from the dropdown list.

Date Picker

The date picker, found in the top-right corner, lets you adjust the time range for the data.

Filters

Users can refine and personalize their data view using Filters and Saved Filters, allowing them to include or exclude data by:

• Search term groups
• Individual search terms
• Competitor groups
• Specific competitors
• Terms coverage: Whole Market View vs My Terms (Click the + icon to expand this filter)
• Linked Google Ads campaigns (Click the + icon to expand this filter)

Terms Coverage

Most Adthena reports let you filter data by Whole Market or My Terms:

• Whole Market: Includes all search terms where your brand has appeared, along with related terms where your competitors have appeared (paid or organic) in the past 30 days.
• My Terms: Shows all search terms where we've seen you appear, either in paid or organic results, in the last 30 days. There is a separate list for desktop and mobile. Note: Only terms with a minimum monthly search volume are shown. This threshold varies by location.

Available Filter Metrics

Share metrics are updated daily for each search term and competitor. Filter the data using these key metrics: 

• Share of Clicks - The percentage of total estimated clicks (paid or organic) a competitor received. Calculation: Impressions × CTR = % Share of Total Clicks.
• Share of Spend - The percentage of estimated ad spend attributed to a competitor, relative to the total spend of all competitors. Calculation: Clicks × CPC = % Share of Total Spend.

Relative share

When a competitor or competitor group is applied in the filter, you can toggle between Relative Share and Absolute Share in the charts. This lets you view the Share between only the selected competitors or the selected competitor's share vs the entire market.

Totals

You can toggle between Totals and Segments views. Totals provides a high-level summary by combining all devices and channels into a single view, while Segments breaks down the data by device and channel.

Chart Data

The data is split across eight charts (if Shopping is enabled):

• Paid (Text Ads): Desktop and Mobile
• Shopping: Desktop and Mobile
• Shopping + Text ads: Desktop and Mobile
• Organic: Desktop and Mobile

Clicking Totals displays the sum of the segments:

• Total Market Share (All Devices and Ad Types) = All Paid (Text Ads) + Shopping + Organic on Desktop and Mobile
• Total Desktop (Text Ads + Shopping + Organic) = All Paid (Text Ads) + Shopping + Organic on Desktop
• Total Mobile (Text Ads + Shopping + Organic) = All Paid (Text Ads) + Shopping + Organic on Mobile
• Total Paid (Text Ads) = All Paid (Text Ads) on Desktop & Mobile
• Total Shopping = All Shopping on Desktop and Mobile
• Total Organic = All Organic on Desktop and Mobile
• Total Shopping + Text Ads = All Paid (Text Ads) + Shopping on Desktop and Mobile

Competitors

If no competitor filters are applied, the doughnut charts will display your data alongside the top 9 competitors. If you're not running paid search ads on Google, Adthena will exclude you from the charts, as you're not considered a paid competitor. Others represents the combined total of all remaining competitors.

How to remove a domain from the chart

To temporarily remove a domain from the chart, click on the domain name. Once removed, the competitor's percentage of share will be added to Others. To add it back, simply reselect the domain. You can also exclude a competitor by accessing the filters, selecting exclude - competitor, and entering the domain. This will remove the competitor from the chart and replace them with the next highest-ranking competitor.

Market Share Table

At the bottom of the Market Share report, the table can be filtered by device type: desktop, mobile, or total. The dropdown menu lets you filter by channel:

• If Shopping is enabled: Text Ads, Shopping, Shopping + Text Ads, Organic, or Total
• If Shopping is not enabled: Text Ads, Organic, or Total

Clicking on a column header will sort the table; clicking it again will reverse the sort order. The default view is sorted by Share of Clicks.

Column Definitions:

• Competitor - The competitor appearing based on the selected filters.
• Search Terms – The number of selected search terms where the competitor appears. (Click the Quicklink to view these terms in search term detail.)
• Estimated Impressions – Google search volume for all selected terms multiplied by the frequency the competitor appears on each term.
• Average Position – The competitor’s most frequent position, weighted by search volume—higher search volume terms influence the average more heavily.
• Share of Clicks – The estimated share of clicks this competitor receives.
• Share of Spend – The estimated share of spend this competitor contributes.

Export Data

Click Export in the top-right corner of the page to download the report as a CSV or PDF. You can also download individual charts by clicking the download button within each chart, with options to export as PNG, JPEG or SVG.