20 Competitor Monitoring Tools To Maximize Your Chances of Success in 2023

20 Competitor Monitoring Tools To Maximize Your Chances of Success in 2023

25 May 2023 10 July 2023 ~ 9 min read 2427 views
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Claspo Blog 20 Competitor Monitoring Tools To Maximize Your Chances of Success in 2023

Customers' tastes are changing rapidly, new trends in business are developing, and companies are creating new offers. Therefore, it is essential to constantly keep your finger on the pulse of these changes, monitor recent marketing trends, and adjust your messages, language, and communication channels with customers, considering the changed conditions.

A key factor to consider in this constantly evolving scenario is search engine optimization (SEO). Marketers can leverage various tools, such as keyword research and competitor tracking. The latter involves learning from other people's mistakes and success. Instead of spending time on trial and error or implementing strategies developed for other industries, you can gain valuable insights by closely observing your direct competitors.

You can use various competitor monitoring tools to comprehend the features your competitors' websites offer, allowing you to choose and implement the most efficient strategies for your project.

In this article, we’ll explore in more detail what a competitor monitoring tool is and provide several examples of these tools to help you enhance your marketing strategy.

  1. What Is a Competitor Monitoring Tool?
  2. Top Competitor Tracking Tools
  3. Conclusion
  4. Competitor Monitoring Tools FAQ

What Is a Competitor Monitoring Tool?

Market rivals are constantly studying and challenging each other. After all, the analysis of competitors is an indispensable condition for further creating a marketing strategy. Monitoring competitors' activity is one of the required marketing research methods. It allows you to understand the specifics of their performance and use this data to your advantage. Competitor monitoring is carried out using special tools. That is why these tools are an important link in marketing.

The purpose of such a study is one from the list: formation of UTP, drawing up a sales plan, expanding the product line, changing the pricing policy, entering a new market, modernizing the product, creating a positioning strategy, and much more. Both new and established businesses conduct this type of research before making important decisions.

Competitor monitoring tools comparison table


Best for

Ease of use

Free plan


Detailed data



Keyword research 



Tracking competitors activities 



Providing data about the competitors



Price tracking

Not so good


Optimizing dynamic e-commerce pricing


Intelligence node

Price tracking

Not so good

Alexa Marketing Stack

Keyword research 

Not so good


Tracking competitors ads

Not so good

Google Trends

Content strategy

Not so good


Analyzing engagement 



Social media



Analyzing the financial performance 

Not so good


Target audience



Detailed analytics



Keyword research 



Analyzing the SEO

Not so good


Monitoring technologies 



Email marketing 


Sprout Social

Social media


Top Competitor Tracking Tools

You probably think you need dozens of marketing tools to get a complete picture of the competitive landscape. But just a few tools will cover most of your competitor analysis needs. Special tools allow you to quickly analyze competitors' prices, study the basics of your pricing policy, and generate reports based on various data points. The main advantages of these tools are speed and process automation. We have highlighted 20 popular tools for monitoring competitors.

1. SEMrush

SEMrush is a powerful tool for tracking your competitors' SEO efforts. The tool provides detailed data on keywords, backlinks, and more. It also lets you track your competitors' progress over time, giving you an immediate snapshot of their performance.


  • It provides detailed data on your competitors' SEO efforts, making tracking their progress over time easy.
  • It is easy to use, has an intuitive information panel and easy-to-navigate menus.


  • SEMrush is expensive enough for small businesses.
  • You need to have special knowledge to use this tool correctly.

Price: You can go for the free version, but it will have minimal features. The full version with all functions can be purchased for $119.95 per month.

G2 rating: 4.6/5

Review on SEMRush

2. Ahrefs

Ahrefs is a popular tool marketers and SEO professionals use to get information about their competitors' sites. It provides detailed information about traffic, keywords, backlinks, etc. The tool's easy-to-use dashboard gives you an overview of your competitor's website performance and allows you to track your competitors' progress over time.


  • It is a comprehensive tool that provides a wealth of information about your competitors' websites.
  • Ahrefs is easy to use.
  • It has a convenient information panel and intuitive navigation.
  • It offers comprehensive information regarding the rankings of keywords, backlinks, and other relevant data.


  • The tool can be expensive for small businesses.
  • Some technical knowledge is required to understand the data and get the most out of the tool.

Price: A one-week trial costs $7. You can buy the full version for $99 per month.

G2 rating: 4.6/5

Review on Ahrefs

3. SimilarWeb

SimilarWeb is a popular tool used to compare the performance of your competitors' sites with your own. The tool provides data on traffic, engagement, and demographics. It also allows you to track your competitors' activities, such as their content, SEO, and advertising strategies.


  • It is easy to use.
  • SimilarWeb provides data on the performance of your competitors' websites.
  • The tool allows you to compare the performance of your website with that of your competitors, giving you a snapshot of how your site is performing.


  • It is an expensive tool for small businesses.
  • It provides limited data on competitor activity, meaning you may need to use additional tools to get the complete picture.

Price: You can start with the free option, but it will have few features. Or you can purchase a licensed version starting at $199 per month.

G2 rating: 4.4/5

Review on SimilarWeb

4. Serpstat

Serpstat is a powerful tool to track your competitors' search engine results page (SERP) rankings. It provides detailed data about your competitors' rankings, backlinks, and more. The tool is also easy to use, with an intuitive dashboard and easy-to-navigate menus.


  • It is a comprehensive tool that provides data on your competitors' rankings, backlinks, and more.
  • The tool is convenient to use.
  • Serpstat comes with an intuitive information panel.
  • The tool has easy-to-navigate menus.


  • It is a paid tool and can be expensive for small businesses.
  • Serpstat has some limitations in searching for competitors' keywords.

Price: You can choose a plan with a monthly payment of $69. Or sign up for one of the annual plans — the price starts at $55 per month.

G2 rating: 4.6/5

Review on Serpstat

5. Price2Spy

Price2Spy is a cloud-based monitoring service that automatically adjusts prices in online stores. It offers tools for collecting, analyzing, and managing data and a module that allows you to adapt prices to market changes instantly.


  • You can receive notifications about price changes in the updates.
  • It is cross-platform.
  • It provides the flexibility of settings of information collection parameters.
  • You can generate informative reports on the results of price analysis.
  • Price2Spy comes with a native API for integration with other systems.


  • It is not convenient to use, as it has an outdated program interface.
  • It has a high cost for access with full functionality.

Price: There is a free trial you can use for 30 days. You can also choose basic functionality for $26.95 per month, or a premium plan for up to $1349.95.

G2 rating: 4.8/5

Review on Price2Spy

6. Prisync

This is a tool from the same name company, which develops software products for optimizing dynamic e-commerce pricing. A simple and unpretentious tool for tracking information collection from competitors' sites.


  • Multifunctionality;
  • Automatic update of the collected database;
  • "Repricing" function;
  • Detailed reports;
  • Regular updates;
  • An unlimited number of users;
  • Advanced analytics data.


  • Difficulties in configuring the parsing model;
  • The need for basic programming skills to use the tool more effectively.

You have the option to try out any pricing plan for free for up to 14 days. Then, pricing will range from $99 for the base plan up to $399 per month.

G2 rating: 4.7/5

Review on Prisync

7. Intelligence node

The service allows customers to set up retail trading "on the machine" and will help with competitor tracking software violations. The developers also claim that there are opportunities for dynamic pricing on the Amazon platform and the use of artificial intelligence technologies.

To get started, specify the sites to monitor and the categories to be parsed. With deep learning and artificial intelligence technologies, an automated price decision process will be launched with minimal human intervention and maximum flexibility.


  • Fast data update rate;
  • Detailed analytics at the macro and micro levels;
  • Real-time market analysis;
  • Assortment planning;
  • Availability of API.

Also, the Intelligence node functionality helps to determine the appropriateness of choosing prices at different levels (low, medium, or high), predicting sales and profits.


  • Artificial intelligence technologies take quite a long time to learn before they can show a good result.
  • Its professional package is available at a high price.

The service works with USA, Great Britain, Italy, India, Spain, and China companies.

Price: You can work with the free version, but with limited capabilities. Full-featured packages start at $49 to $149 per month.

G2 rating: 4.8/5

Review on Intelligencenode

8. Alexa Marketing Stack

Alexa Marketing Stack allows you to determine the visibility of a site in organic search results and generate detailed reports on site traffic (growth rate, number of external links, etc.), identify effective keywords, and analyze the target audience.


  • It has a Chrome extension that will be useful for web surfing.
  • The tool automatically assigns keywords to different links.


  • There is a possibility of inaccurate data.
  • Alexa has quite an expensive full version.

Price: There is an option to choose a free version to try this tool. However, you can purchase a complete package starting at $149 monthly for more functionality.

G2 rating: 4.1/5

Review on Alexa Marketing Stack

9. iSpionage 

iSpionage is another tool for analyzing competitors and tracking competitor ads. You can use this tool to identify the best advertisers in your space and learn from the best in your industry. Whether you must present results to superiors or seek a good way to share data with colleagues, iSpionage will help you with top-notch branded competitive reports.


  • The platform will help you identify your top competitors in AdWords.
  • You can see how much your competitors spend on paid and organic search and their published ads and landing pages.


  • There is very little data available.
  • The data of competitors in social networks has yet to be discovered.

Price: You'll need to pay $59 per month for the starter package. Alternatively, you can choose one of the annual plans, whose prices range from $50 per month for a year.

G2 rating: 3.5/5

Review on iSpionage

10. Google Trends

Google Trends is a perfect tool for your content strategy. The tool also gives you ideas for related queries. There are two ways to look at keyword data: long-term and short-term.


  • You can see how search query rankings have changed over the years.
  • The tool can increase interest in your brand and competitors' brands.


  • It is limited to tracking competitors' online actions; social media insights are unavailable.
  • There is no exact data.

Price: The tool is entirely free of charge.

G2 rating: 4.4/5

Review on Google Trends

11. BuzzSumo

BuzzSumo is one of the most powerful competitor tracking software out there because it makes it easy to analyze engagement by measuring the success of your content versus your competitors' content. You'll find their most shared content (for example, by doing competitor analysis on Twitter).

This will enable you to identify who is actively promoting content on that platform. Furthermore, you can spot influencers advocating your competitors' products and services. Another important feature is the ability to generate reports that compare your performance to theirs. An example of this would be contrasting your Facebook analytics with those of similar pages.


  • The analysis tool analyzes social networks and content formats that are very popular with your competitors.
  • You can see the content most often shared by competitors.


  • It has a high cost when using the full version.
  • Facebook and Youtube analytics are only available on the $299/month large plan.

Price: You can choose a free one-month trial. The full basic package costs $119 per month with the option to switch to larger plans for up to $999.

G2 rating: 4.5/5

Review on BuzzSumo 

12. Awario

Awario is a platform that helps you analyze your competitors on social media. You can start by creating mention monitoring alerts for any keyword. Setting up alerts for your top competitors here is essential, as the tool monitors brand mentions in real time across major platforms.


  • You can determine which channels your competitors are active.
  • You can discover new places where you can reach your target audience.
  • With the Awario Votes Share chart, you can track the growth of your campaign by analyzing competitors in terms of the number of mentions and reach of your company compared to competitors.


  • There are some restrictions on filters.

Pricing: You can choose a free version. A complete package of services will cost you $39 per month, or $24 per month if you subscribe to a yearly plan.

G2 rating: 4.1/5

Review on Awario 

13. Owler 

It collects data from various sources and applies the latest analytical technologies to find your top competitors, study related industries, and compare your company with them. With this tool, you can create a competitor report with all the primary data: income, number of employees, and revenue.


  • You can gain access to hard-to-find business data about your competitors.
  • You can analyze the financial performance of competitors and receive real-time notifications of major updates.


  • Owler provides information about competitors that may be outdated.
  • It provides little data about small companies.

Price: Owler offers a free plan, but its features are limited. Paid plans start at $35 and include more data, custom competitive analysis, and premium support.

G2 rating: 4.1/5

Review on Owler

14. Sparktoro 

Sparktoro is a social media competitor analysis tool that focuses on target audience research. Sparktore collects data from multiple platforms, including Instagram, the web, and podcasts, but its core analytics are based on Twitter analysis.


  • You can find out more about the target audience of your competitor.
  • The tool enhances your social media competitor analysis by allowing you to measure
    the likes and dislikes of your audience.


  • The tool does not provide comment monitoring.

Price: You can use five free searches per month. You can also purchase different packages, the price of which starts at $70 per month if you pay monthly.

G2 rating: 4.6/5

Review on Sparktoro

15. BuiltWith

It is a market analysis tool that will give you answers to all sorts of questions. Just enter the URL of a competitor's site, and you'll see what scripts, services, and plugins the site uses. In addition, you will find all sorts of front-end and back-end technologies used by any company.


  • It allows you to see the technologies used by your competitors.
  • The tool provides detailed analytics on how other sites use your competitors' services.


  • BuiltWith has a poor organization of source information.
  • There is no trial version.

Price: The cost of the complete package ranges from $295 per month.

G2 rating: 4.2/5

Review on BuiltWith

16. UberSuggest

It is an interesting tool for collecting keywords, analyzing competitors, and selecting ideas and topics for content. It allows you to collect semantics for different countries. You can use the trial version to see if Ubersuggest suits your needs.


  • The tool has an uncomplicated and clear interface.
  • It provides up-to-date keyword statistics.


  • There are some restrictions on searching by keys.
  • It is not possible to highlight questions and phrases in keys.

Price: You can try out the 7-day free trial or select one of the pricing plans that range from $12 per month up to $40.

G2 rating: 4.5/5

Review on UberSuggest

17. Woorank

With the help of Woorank, you can track and analyze the SEO activity of your competitors.


  • Comparison of your site's performance with all competitors in several ways: keywords, number of website visitors, bounce rate, page views, session duration, and number of new visitors.
  • You can find out the SEO of the site: keywords, headings and subheadings, the presence of micro-markup, external links, and errors.


  • It provides not up-to-date reports.
  • The tool shows mixed content.

Price: There is a limited free version. The full version costs from $79.99 to $199.99 per month, depending on the functionality.

G2 rating: 4.4/5

Review on Woorank на G2

18. Wappalyzer

This tool allows you to view the technologies used on different websites. You can use it as an extension in your browser. With this tool, you can get data about content expansion on your competitors' websites and also show the technologies used on the websites. 


  • It has a user-friendly interface in the form of an extension.
  • The tool offers excellent technical support to users.


  • Not all technologies can be seen.
  • The complete package is expensive.

Price: You can choose a free plan with limited features. A starter plan with all functions can be purchased for $149 per month.

G2 Rating: 4.5/5

Review on Wappalyzer

19. Mailcharts

This tool is useful for those who plan to monitor competitors' email marketing. 


  • It has a user-friendly interface with clear examples.
  • You can try it for free.


  • Mailcharts does not include all e-journal applications.

Price: A free account can be connected. Or you can try a starter pack from $167 per month.

G2 Rating: 4.5/5

Review on Mailcharts

20. Sprout Social

Thanks to this tool, you can monitor the social networks of your competitors, and thanks to this, you can improve your own. You can also follow the latest trends in marketing.


  • It is very convenient when working in a team.
  • You can learn important information for the development of your business.


  • The tool has an unfinished interface in the mobile application.
  • It provides a relatively expensive complete package.

Price: You can opt for a one-month trial. The full feature package starts at $249 per month.

G2 Rating: 4.3/5

Review on Sprout Social


The modern business world waits for no one. So you should be active 24/7 and use competitor monitoring software. Your competitors may be considering or monitoring market prices, including your company. Get ahead of them and get the edge. It is necessary to carry out not only a price analysis but also an analysis of the assortment of competitors. Focus on what products they offer, what they removed and added, and what discounts they offer.

Many tools can help you gain an edge by studying your competitors' sites. The tools discussed in this article are powerful assets for any marketer or SEO professional. Each tool has its pros and cons, so it's essential to consider your needs and budget before deciding which is best for you.

Competitor Monitoring Tools FAQ

What is a competitor analysis?

Competitor analysis involves the identification and assessment of the strengths and weaknesses of both direct and indirect competitors of the company operating in the market.

How to properly analyze competitors?

This process involves a deep understanding of the market, gathering and analyzing data, identifying opportunities and threats, and developing strategies to gain an advantage.

Why and how is competitor analysis done?

Competitor analysis allows you to gain insight into the competitive environment and identify potential business opportunities and threats. By understanding where their competitors win and lose, companies can develop strategies that allow them to differentiate themselves and increase their brand visibility.

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