Competitive Pricing Intelligence for Google Shopping
See Google's benchmark prices for every product in your catalog, track competitive visibility scores across categories, and identify exactly which products are overpriced compared to the market. First-party data straight from Merchant Center.
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Impression Share Broken Down by Brand and Product Type
Google Ads reports impression share as a single number for your entire account. That hides where you're actually winning and losing. SKU Analyzer breaks impression share down by brand and product type so you can see which segments are capturing the most auction visibility and which ones are getting buried.
Each bar shows your impression share for that brand or product type alongside the lost share, making it immediately clear where the biggest opportunities are. A brand with 12% impression share and 88% lost share has room to grow. A product type already at 45% might be better served by protecting position than increasing spend.
This isn't available in the standard Google Ads interface. There, impression share is reported at the campaign level, not at the brand or product type level. SKU Analyzer calculates it from product-level data, giving you a view that maps directly to your product catalog structure.
- Impression share, click share, and top IS per brand
- Same breakdown by product type category
- Not available in Google Ads UI at this granularity
- Hover to see spend, revenue, ROAS for each segment
Competitive Visibility Over Time
Merchant Center tracks how visible your products are compared to competitors in the same category, but the MC interface makes it hard to spot trends. SKU Analyzer plots this data as a daily time series, so you can see exactly when competitors gained or lost ground relative to your position.
The chart tracks the top 5 competitors by average visibility in each category. Your position sits at the zero baseline, and competitor lines above or below show whether they're more or less visible than you. When a competitor line starts climbing, something changed in their pricing, feed quality, or bid strategy.
Select any product category from the dropdown to see the competitive landscape for that segment. Run a pricing promotion and watch competitor visibility dip in response. This is data that exists in Merchant Center but is nearly impossible to track over time without building your own reporting.
- Daily visibility trend from Merchant Center data
- Top 5 competitors plotted relative to your position
- Filter by product category to see segment-level competition
- Spot competitor strategy changes as they happen
Visibility Ranking, Page Overlap, and Position Battle
Merchant Center gives you raw competitive visibility numbers, but the UI doesn't make it easy to compare competitors side by side. SKU Analyzer visualizes this data across four charts in one view: who outranks you in visibility, how often you appear on the same search results page, who wins the position battle, and where each competitor sits in average rank.
The position battle scatter plot is particularly useful. It maps page overlap against win rate, so you can instantly see which competitors show up alongside your products most often and whether they tend to rank higher or lower. A competitor with high overlap and high win rate is your most dangerous rival.
Color coding makes interpretation fast: red means a competitor is beating you, green means you're ahead. The visibility ranking bar chart uses your position as the zero reference, so competitors to the right are more visible and competitors to the left are less visible. No spreadsheets, no manual data pulls from Merchant Center.
- Visibility ranking relative to your position
- Page overlap shows how often you share search results
- Position battle: who wins when you appear together
- Average rank comparison across all merchants
Category Leaders and Competitor Details
The category leaders board ranks the top merchants in your product categories by visibility, with your position highlighted. You can see at a glance whether you're in the top 3 or fighting for position lower in the rankings. This data comes from Merchant Center's Top Merchants report, the same data Google uses to understand category dynamics.
Below the leaderboard, the competitor details table shows every competing domain with their average rank, relative visibility, page overlap rate, and how often they rank higher than you. Sorting by any column lets you quickly identify your most direct threats: high overlap plus high position win rate means that competitor is consistently taking your clicks.
In Merchant Center, this data is buried across multiple reports and hard to compare. SKU Analyzer brings it together in one view with your domain highlighted in teal so you can immediately see where you stand.
- Top merchants ranked by category visibility
- Your position highlighted in the ranking
- Sortable detail table with rank, visibility, overlap, win rate
- Data from Merchant Center's Top Merchants report
Price Position vs Performance
This is where Merchant Center pricing data meets Google Ads performance data. The scatter plot maps every product by its price gap versus the market benchmark (x-axis) against its ROAS (y-axis), with bubble size reflecting ad spend. You can instantly see which products are overpriced but still profitable, and which are cheap but burning money.
The donut chart breaks your catalog into three segments: overpriced, competitive, and underpriced, showing both the product count and total spend in each segment. If 40% of your spend goes to overpriced products, that's a pricing strategy problem, not a bidding one.
Neither Google Ads nor Merchant Center shows this combined view. Google Ads has performance data but no pricing context. Merchant Center has pricing benchmarks but no ROAS. SKU Analyzer merges both to give you the full picture for every product.
- Price gap vs ROAS scatter plot per product
- Overpriced / competitive / underpriced distribution donut
- Combines Merchant Center prices with Google Ads ROAS
- Hover for product image, title, CPC, CPA, and conversions
Product-Level Price Comparison Table
Every product in one table with your price, the market benchmark, the gap in both percentage and currency, and the pricing status. Alongside that, full Google Ads performance data: cost, conversions, revenue, CPA, and ROAS. Sort by any column to find your most overpriced high-spend products, or filter by status to focus on just the ones that need repricing. The left side shows ad performance in teal, the right side shows pricing data in purple, making it easy to scan across both dimensions at once.
Frequently Asked Questions
Where does the competitive data come from?
SKU Analyzer combines data from two Google sources. Pricing benchmarks and competitive visibility come from Google Merchant Center's reports (Price Competitiveness, Competitive Visibility, Top Merchants). Impression share and click share metrics come from Google Ads. Neither platform shows both together — SKU Analyzer merges them into one page.
What is the difference between impression share and competitive visibility?
Impression share is a Google Ads metric that reflects how often your ads appeared versus how often they could have appeared, based on your bids and budget. Competitive visibility is a Merchant Center metric that measures your overall presence in Shopping results relative to other merchants, based on pricing, feed quality, and product availability. Both are useful but they measure different things.
Can I see impression share broken down by brand or product type?
Yes. SKU Analyzer calculates impression share at the brand and product type level from product-level data. This breakdown is not available in the standard Google Ads interface, where impression share is only reported at the campaign level. You can see which brands are capturing the most auction visibility and where the biggest opportunity gaps are.
How does the price position vs performance chart work?
The scatter plot maps each product by its price gap versus the market benchmark (x-axis) against its ROAS from Google Ads (y-axis). Bubble size represents ad spend. This lets you see which products are overpriced but still profitable, and which are competitively priced but underperforming. It combines Merchant Center pricing data with Google Ads performance data in a single view.
What does the position battle chart show?
The position battle is a scatter plot that maps page overlap (how often you appear on the same search results page as a competitor) against win rate (how often you rank higher when you do appear together). Competitors with high overlap and high win rate are your most direct threats. The data comes from Merchant Center's competitive visibility report.
Stop guessing where you're overpriced
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