All Competitors lists all the advertisers that we have seen appear at the same time as you across Paid, Organic, Desktop and Mobile.
The middle column shows the percentage of your terms that the competitor has appeared on (inwards overlap) versus the percentage of competitor terms that you have appeared on in the right column (outwards overlap).
An advertiser is considered an in-market competitor if they consistently have an inwards AND outwards overlap of +1.5%.
Competitors below this minimum threshold will not automatically appear in the app but you can see data by adding them as a 'Named Competitor' and data will be available within a few days.
The list can be filtered by adding the domain into this search bar and pressing return. Both columns can be sorted at the top and all data can be exported as a CSV file.
What happens to a competitor's data if their domain no-longer exists?
If a domain no-longer exists all, we have no way of seeing it anymore and so do not keep data for them in the app (even historically). This means you will no-longer be able to filter by them in All Competitors.
If they have simply exited the market, you can add them as a Named Competitor and see the historical data.
When filtering by my domain, why don't I have 100% share in both columns?
The reason why you may not have 100% share in both columns is the fact that your account has lots of priority and ignored search terms.
Adding priority search terms, on which the you don't appear will cause the Percentage of your terms the competitor has appeared on to go down.
Adding ignored search terms, on which you do appear normally will cause the Percentage of competitor search terms that you have appeared on to go down.