Remember, first and foremost Adthena is a Competitive Intelligence solution. Our data is provided to help you understand the changing behaviour of your competitors rather than be another reporting tool to provide analysis of your own spend and traffic. However, Adthena and Adwords data generally should correlate heavily showing increases and decreases on the same days / weeks.
If you choose to link your Google Adwords account to Adthena (you can read more about this in this article), data is not simply a cut & paste into your Adthena account. Our models will look at this data as one source of truth when refining the accuracy of estimates provided for both you and your competitors and this data is especially useful when determining the performance of Brand Terms.
Comparing the Same Data
To compare Adwords you need to look at search-only data and filter by the device you are looking at in Adthena. Also ensure you are comparing the same search terms and date ranges.
Impression Share in AdWords is defined as number of impressions your received out of all impressions you were eligible to receive.
Share of Impressions in Adthena is based on every time we searched for a term, regardless of whether Google showed any advertisers in the results (or if they showed the same advertiser twice).
For search terms that get very few searches it is very difficult for our models to predict the behaviour on these terms. Also 2-3 searches per day equates to less than one click shared between all competitors, so there is little insight to be found on these terms. However, if there is a particular low volume term that has significant impact for you or collectively these long tail terms make up the bulk of your Adwords spend then let us know so that we can discuss the best options.