Every result in Ads Lighthouse is an observation: the ads shown for one search, in one location, on one device, at one time. That context is saved with each ad so you can come back to it.
An observation shows
- That an ad from a domain appeared for that search, place, device and time.
- The ad copy, displayed URL and destination URL as captured, including any tracking parameters in it.
- Its position among the ads on that results page.
An observation does not show
- The keyword the advertiser bought, its match type or its bid. A search and an advertiser's keyword are different things.
- How much the advertiser spent or how many people saw the ad.
- That the ad ran continuously between two checks.
- That anyone broke a law, a trademark policy or an affiliate agreement.
Use observations to decide what to look at next and to give your team, partners or legal advisers specific, dated examples. Conclusions about intent or infringement need further review.