SERP Comparator

Compare personalized vs cookie-free Google search results side by side. Spot ranking shifts, unique results, and ad differences.

SERP Comparator lets you see how Google personalizes your search results. With one click, it fetches a cookie-free version of the same search query and displays both sets of results side by side — so you can spot exactly what Google's personalization changes for you. HOW IT WORKS When you're on a Google search results page, click the SERP Comparator icon. The extension reads the results you currently see (your personalized results), then sends a separate request for the same query with cookies stripped and personalization disabled (pws=0). It parses both sets of results and renders a visual diff in the popup. No external servers. No data collection. Everything runs locally in your browser. WHAT YOU CAN COMPARE Organic results — See which pages rank higher or lower with personalization. Results that appear only on one side are highlighted with colored borders, making them easy to spot. Each result shows a rank shift badge (e.g. +3 or -2) so you can quantify the difference. Ads — Google serves different ads based on your browsing history and audience profile. SERP Comparator extracts the sponsored listings from both the personalized and clean versions, letting you see which ads are targeted at you specifically vs. which ones appear for a generic searcher. FEATURES Side-by-side comparison of personalized vs. cookie-free results (both ads and organic) Rank shift badges showing exactly how many positions each result moved Color-coded highlighting for results unique to one side (amber = personalized only, green = clean only) Summary statistics bar with counts: same, shifted, personalized-only, clean-only Tab filtering: view All results, Ads only, or Organic only CSV export for offline analysis or reporting Dark mode and light mode with persistent preference English and Chinese language toggle for all UI text Supports 20 Google country domains (google.com, google.co.uk, google.de, google.co.jp, etc.)