How to track competitors
Four things about a competitor change in public: its pricing, its ads, its product and the channels it gets customers from. This page lists where to read each one and how often each changed in our monitoring data.
What changes, and how often
We counted the changes our monitor emailed about between 5 September and 4 October 2026, for the 13 companies it checked on at least 20 of those 30 days.
| What changed | Changes | Companies (of 13) |
|---|---|---|
| Ads and marketing channels | 38 | 10 |
| Product | 13 | 6 |
| Pricing | 9 | 4 |
| Social posts | 1 | 1 |
| Total | 61 |
That is about five changes per company in a month. Ads and channels made up 38 of the 61, and pricing changed at 4 of the 13 companies. A model decides which changes are worth an email, so small edits are not in these counts.
Counting every company the monitor watched in that window, including ones added partway through, it sent 117 emails about 58 companies: 60 on ads and channels, 27 on pricing, 23 on product, 4 on social posts and 3 on positioning.
Where to look
- Pricing
- The pricing page. Prices and plan limits usually change without an announcement, so save a copy and compare it with the live page.
- Ads
- The public ad libraries: Meta, Google, LinkedIn and TikTok. X has no library outside the EU; its ads can be found through the replies to them. All five are covered in how to see a competitor's ads.
- Product
- The changelog or release notes, the docs, and the feature sections of the homepage.
- Channels
- The keywords the site ranks for, the sites linking to it, its social accounts, its review-site profiles and its press coverage.
- Positioning
- The homepage headline and the buyer it names.
Doing it by hand
- List the five to ten companies your buyers compare you with.
- For each one, bookmark the pricing page, the changelog and its page in each of the five ad libraries.
- Open the bookmarks once a week and write down the date and what changed.
Ten competitors with seven bookmarks each is 70 pages a week.
Automating it
CompetitorBase runs this check daily for every competitor you add (X ads weekly) and emails you when pricing, ads, product or channels change. Starter costs $29/month for 10 competitors, with a 3-day free trial.