Your competitors make important decisions each day, utilising various competitor analysis tools to launch campaigns, test new features, and create content to engage your target audience.
Knowing what works well for them can help you build a smarter strategy for your own efforts.
Modern competitor analysis platforms cover far beyond basic website traffic monitoring. They use advanced AI and machine learning to track everything from social media sentiment to email campaigns.
We’ve tested and compared the best competitor analysis tools for your 2025 tech stack.
Our list includes software to check your rivals’ SEO, social media, audience analysis, ads, and more. Here’s a quick overview of what each tool does best:
- Talkwalker for social media and brand monitoring
- Semrush for SEO and keyword research
- Similarweb for web traffic analytics
- Competitors App for multichannel marketing research
- Completely.ai for AI-driven research
- SparkToro for audience research
- .Trends for online channel analysis
- Kompyte for competitive intelligence
- Bird for email marketing campaigns
- BuiltWith for tech stack analysis
- Buzzsumo for content and influencer research
- SpyFu for Google Ads intelligence
Do you need a competitor analysis tool?
But first things first: do you actually need competitive analysis software?
Such tools help you analyze your competitors and their activities—such as marketing strategies, product updates, pricing changes, and customer engagement.
You should invest in a competition analysis tool if:
- You keep losing customers to competitors and want to understand why
- You're expanding your business to new markets
- You’re launching new products or features
- You run campaigns across social media, email, and ads and want to get fresh ideas and benchmark performance
- Your team spends too much time manually researching competitors
- Your board or investors want regular updates on the market position
- You want to build a successful SEO, content marketing, and social media strategy
How we tested these tools
We thoroughly researched each tool through hands-on trials, user reviews, and detailed feature analysis.
We focused on:
- Data accuracy: What kind of insights can you get?
- Ease of use: Is it intuitive or do you need training?
- Key features: What does each tool offer beyond basics?
- Reports: Can you share the data you collect?
- Price value: What do you get for your money?
- Support: What do users say about customer service?
Let’s look at each of them in detail.
1. Talkwalker: Best competitor analysis tool for social media listening and media monitoring
Talkwalker is a social listening platform that tracks your brand and its competitors across social media and other online channels.
It spans 30 social networks and 150 million websites in 239 countries, providing insights into customer conversations about you and your competitors.
You can compare the performance of multiple brands (including yours) through key metrics like online engagement, sentiment, and volume of mentions.
The tool even lets you analyze industry averages and KPIs like share of voice, awareness, purchase intent, and loyalty.
This way, you can easily spot opportunities and competitor weaknesses across social networks, news, blogs, and forums.
Talkwalker also has its own AI assistant that can analyze data through prompts and speed up the competitive analysis process.
Top features:
- Advanced boolean search for precise competitive tracking and brand monitoring
- AI-powered insights with natural language processing
- Conversation Clusters to visualize competitive discussions
- Real-time alerts for competitor activities
- Visual content analysis for competitor imagery and videos
Pros:
- Extensive coverage (social media, websites, forums, etc.)
- The AI assistant simplifies competitor analysis even for complex queries
- Pre-built analytics dashboards also save time and make it easy to collaborate on your projects
- The tool also offers a lot of customization options
Cons:
- Might be somewhat complex for small teams and very basic needs
- Has a bit of a learning curve
Pricing:
- Contact for custom pricing
- Free demo available upon request
2. Semrush: Best competitor analysis tool for SEO
Semrush is a marketing toolkit that lets you analyze your competitors' digital strategy. Its primary focus is on organic search performance such as backlinks and keyword rankings.
For example, it can assess your competitors' online visibility, show the keywords they rank for in search, and reveal their top-performing pages.
The tool also offers special tools for keyword and content gap analysis. These help you find content ideas and on-page improvement opportunities based on what works for your competitors.
Finally, Semrush has tools for analyzing your rivals' paid strategies. You can examine their ad campaigns and discover gaps in their strategy that you could target.
Top features:
- Real-time ranking data and SERP analysis for multiple locations
- Detailed backlink profile reports and acquisition sources
- Content and keyword gap analysis tools
- PPC campaign intelligence and ad copy monitoring
- Data for social media competitor analysis
Pros:
- Comprehensive competitor data for SEO competitor analysis and paid channels
- Various tools for any need, from keyword research to gap analysis
- Historical data available
- Strong reporting capabilities
Cons:
- Significant learning curve
- Can be somewhat pricey if you only need to use it occasionally
Pricing:
- Offers a limited free plan
- The paid plans start at $139.95/month
3. Similarweb: Best competitor analysis tool for web traffic analytics
Similarweb helps you analyze website traffic patterns and digital strategies of your rivals.
It tells you where your competitors' websites get traffic, how visitors interact with their content, and which digital channels drive the most engagement.
You can analyze traffic sources, user behavior patterns, and demographics of websites in your industry.
The tool showcases engagement metrics, traffic breakdowns, audience overlap, industry benchmark data, and market trends across over 100 million websites.
Top features:
- Website traffic analysis and engagement metrics
- Digital marketing channel breakdown and benchmarking
- Audience demographics and behavior patterns
- Competitive research and conversion insights
- Industry-wide performance benchmarks
Pros:
- Extensive website traffic data coverage
- User-friendly interface
- Deep competitive insights
- Regular data updates
Cons:
- Data can be inaccurate for smaller sites
- Somewhat limited historical data
- Some features are restricted to higher plans
Pricing:
- Offers a free trial
- The paid plans start at $199/month
4. Competitors App: Best competitor analysis tool for multichannel marketing research
Competitors App is a competitive intelligence tool that tracks your rivals' digital marketing efforts.
It analyzes their websites, SEO initiatives, social media performance, and email marketing campaigns.
The tool shows changes in your rivals' messaging, on-page updates, keyword rankings, and PPC activities.
For example, you can use it to see each marketing email sent by competitors to any customer segment.
The Competitors App is particularly useful for startups looking to understand their competitive landscape thanks to its simplicity and affordability.
Top features:
- Complete marketing campaign monitoring across multiple channels
- Real-time alerts for website and content changes
- Google Ads and social media management tracking
- SEO competitor analysis with keyword research
- In-depth competitor activity timeline
Pros:
- Simple functionality
- User-friendly interface
- Offers various types of competitor data in one place
- Powerful historical data
Cons:
- Its SEO and keyword research data might not be enough for a full-scale SEO strategy
Pricing:
- Offers limited free functionality
- The paid plans start at $14.93/competitor/month
5. Completely.ai: Best AI-driven competitor analysis tool
Completely.ai is an AI-powered tool for competitor research that generates in-depth insights in minutes (if not seconds).
It analyzes your competitors' content, marketing strategy, product features, and market share.
It then generates detailed comparisons across multiple dimensions, helping you see the full picture.
The best part?
It saves you hours of work by automating the entire research workflow—which is especially useful for startups and growing businesses.
Top features:
- AI-driven competitor identification and analysis
- Comprehensive marketing and product comparison
- SWOT analysis creation
- Customer sentiment tracking
- Multi-format export options (CSV, PDF)
Pros:
- The AI features save you a lot of time
- Provides comprehensive analysis across various dimensions
- Useful for competitor product analysis
Cons:
- No free trial available
- Sometimes the data can be less in-depth
Pricing:
- $9-$29 per month based on your needs
6. SparkToro: Best competitor analysis tool for audience research
SparkToro helps you understand who your competitors are reaching online.
The tool provides detailed data about behavior, interests, and preferences of consumers in your sector.
For example, it shows which websites, podcasts, YouTube channels, and social networks your potential customers prefer most.
It can also generate demographic data, show their favorite social media influencers, and more.
All this helps you better understand your market and identify opportunities your competitors might be missing.
Top features:
- Competitor audience profiling
- Channel performance analysis
- Hidden influence source discovery
- Audience overlap insights
- Detailed demographic data
Pros:
- Uncovers audience insights you wouldn't find otherwise
- Easy and fast to use
- Simplified data export
Cons:
- Limited searches in lower tiers
- Focused mainly on public data
Pricing:
- Offer 5 searches/month for free
- Paid plans start at $50/month
7. Kompyte: Best competitor analysis tool for competitive intelligence
Kompyte automates competitor research by tracking your rivals' activities across websites, reviews, content, social media, ads, and job postings.
The platform uses AI to filter out noise and deliver daily summaries of important changes.
The tool's main focus is turning competitive data into actionable sales intelligence through Battlecards—sales-ready templates that help teams win deals.
These Battlecards integrate with CRM systems and sales tools, keeping you updated on the latest competitive moves.
Kompyte also offers various automation features. For instance, it lets you track dozens of competitors at a time and benchmark performance with ease.
Top features:
- AI-powered competitor tracking across various channels
- Battle card creation and updates
- Win/loss analysis
- CRM integrations (Salesforce, Hubspot)
- Sales enablement tools
Pros:
- Significantly reduces competitor tracking time
- Integrates with existing sales tools
- Uses and automation to speed up your work
- Offers free onboarding and a dedicated customer success manager
Cons:
- Might have a bit of a learning curve
- Can sometimes generate outdated data
Pricing:
- Offers several plans
- You’ll need to request a quote
8. BuiltWith: Best competitor analysis tool for technology stack research
BuiltWith helps you discover your rivals' complete technology infrastructure.
The platform tracks over 108,000 technologies across 673 million websites to reveal what tools and platforms competitors use to run their businesses.
The tool also provides detailed market research reports showing technology adoption trends, helping you understand your market share against competitors.
You can track everything from analytics and advertising tools to CMS and ecommerce platforms across different market segments.
Finally, BuiltWith shows historical technology usage data going back 24 years.
This helps you understand how competitors' marketing efforts evolve and track technology platform adoption trends.
Top features:
- Complete technology stack detection
- Historical usage trends analysis
- Market share comparison tools
- Technology adoption tracking
- CRM and API integrations
Pros:
- Extensive technology database
- Historical data since 2000
- Advanced filtering options
- Regular data updates
- Multiple data export formats
Cons:
- Limited use cases
- Limitations on the free accounts with some features needing higher tier plans
9. Bird’s Competitive Tracker: Best competitor analysis tool for email marketing
The Competitive Tracker by Bird helps you analyze your competitors' email marketing strategies by tracking campaigns across 250,000+ brands in over 100 industries.
It provides real-time insights into your competitors' messaging, email marketing campaign frequency, and engagement rates.
It also helps you discover what works best by revealing how competitors structure their email journeys and engage with different audience segments.
Finally, Bird can assist with seasonal marketing planning by showing industry market trends.
Top features:
- Email campaign tracking and analysis
- Consumer journey mapping
- Campaign performance benchmarking
- Seasonal trend monitoring
- Industry benchmark tracking
Pros:
- Tracks millions of emails daily
- Shows complete email journeys
- Provides performance benchmarks Generates campaign strategy insights
Cons:
- Part of the larger Bird platform (requires full platform subscription)
- Complex feature set
Pricing:
- Only available as add-on to Bird platform (starts at €45/month)
- Contact sales for a free demo and a custom quote
10. Trends by Semrush: Best competitor analysis tool for market research
Semrush .Trends combines several competitive analysis tools for comprehensive market research and competitor tracking.
It offers multiple ways to analyze your competitive landscape through traffic data, audience insights, and real-time monitoring.
The platform includes four main components:
- Traffic Analytics: Shows detailed website traffic and engagement metrics
- Market Explorer: Reveals your competitors' traffic share and growth trends
- EyeOn: Tracks competitors' content and promotional changes
- One2Target: Provides audience behavior and targeting insights
All this helps you get a complete picture of the key market trends and competitive position.
Top features:
- Real-time competitor activity monitoring
- Website traffic and engagement analysis
- Market share tracking and benchmarking
- Audience behavior analytics
- Weekly competitive alerts
Pros:
- Comprehensive competitive data
- Multiple tools for various use cases
- Historical data available
- Easy and straightforward to use
Cons:
- Might not be enough for extremely deep insights and very specific needs
- Mostly focused on online performance
- Can be somewhat pricey for some users
Pricing:
- $289/month per user
11. Buzzumo: Best competitor analysis tool for content and influencer research
BuzzSumo helps you build a successful content marketing strategy and influencer partnerships by analyzing what content performs best in your market.
The platform reveals which topics, formats, and distribution channels drive the most engagement for various players in your niche.
It tracks metrics like social shares, backlinks, and engagement patterns, as well as your competitors' social media performance.
You can also use it to find influencer collaboration opportunities and monitor media coverage through its database of 700K journalists.
Top features:
- Content engagement analytics
- Journalist outreach database
- Social media monitoring
- Competitor content tracking
- Real-time content alerts
Pros:
- Extensive content performance data
- User-friendly interface
- Various data sources for different needs
Cons:
- Can be somewhat pricey
Pricing:
- Paid plans start at $199/month
12. SpyFu: Best competitor analysis tool for Google Ads
SpyFu analyzes your competitors' Google Ads strategy. It shows you every keyword they've bid on, every ad they've run, and their estimated ad spend over the past 18 years.
The tool also helps you understand which keywords and ad copy work best in your market.
You can analyze rivals' most successful ads, track their PPC campaigns, and find gaps in their strategy.
The platform also includes organic search and keyword rankings data to give you a complete picture of competitors' search presence.
Top features:
- Google Ads history tracking
- Competitor keyword analysis
- Ad copy and performance insights
- Campaign spend estimation
- PPC recommendation engine
Pros:
- Extensive historical data
- Detailed ad spend insights
- Easy to use
- Great for PPC competitor analysis
Cons:
- The organic search data is quite limited and not always correct
Pricing:
- Paid plans start at $39/month
What makes the best competitive analysis tool?
So, how do you choose the best software to spy on your competitors?
First, think about your specific needs. Different tools are designed for various purposes: some excel at media monitoring, while others specialize in analyzing SEO data.
When evaluating your options, consider these factors:
- Data freshness and accuracy
- Coverage across relevant channels (social, web, ads, etc.)
- Availability of historical data
- Ease of use and sharing
- Integration capabilities
- Pricing flexibility
- Quality of customer support
- Frequency of updates
Choose the right software for your needs
We hope this guide has helped you find a competitor analysis tool that meets your needs. Here’s a summary of our top recommendations:
- Talkwalker: Best for social listening and media monitoring
- Semrush: Best for SEO competitor analysis
- Completely: Best for AI-driven competitive research
- Competitors App: Best for multichannel competitor analysis
Ready to get started? Request a free Talkwalker demo today!
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