But beyond just observing what other brands are publishing, this process seeks to transform market information into data that can guide campaigns, content, and investments.<\/p>\n
To achieve this, it is important to define which companies should truly be monitored, select comparable metrics, and create an analysis routine that makes sense for the business objectives.<\/p>\n
Thus, in this article, you will understand why this process is important and follow a step-by-step guide to structuring a competitor analysis based on real data.<\/strong> Continue reading.<\/p>\n As important as it is to track one’s own results, looking only at internal data can limit the interpretation of the company’s performance.<\/p>\n Imagine, for example, that a brand’s organic reach fell by 15% in a particular quarter. In isolation, the data seems negative, right?<\/p>\n However, if other companies in the same segment experienced similar declines during the period, it is possible that there is a broader change in audience behavior on the platform or in the market itself.<\/p>\n That’s exactly where a company’s competitor analysis gains importance.<\/p>\n After all, it adds context to internal data and helps identify trends, opportunities, and threats <\/strong>that would hardly be noticed by looking only at one’s own performance.<\/p>\n Additionally, analyzing competitors allows you to understand which channels receive the most attention in the segment,<\/strong> which content formats are explored, how other brands position themselves, and which strategies seem to be gaining traction.<\/p>\n Therefore, the goal is not simply to copy what works for another company.<\/p>\n In fact, the analysis should serve as a reference to formulate hypotheses and make more informed decisions, considering the specificities of the business itself.<\/p>\n A good analysis begins even before data collection.<\/p>\n This is because tracking different companies and metrics without well-defined criteria can generate a large volume of information but few truly useful insights for the strategy.<\/p>\n Thus, understanding how to conduct marketing competitor analysis involves building an organized process that begins with selecting the companies to be monitored and continues through to the periodic analysis and review of results.<\/p>\n Next, check what these steps are and what should be done in each of them.<\/p>\n Without a doubt, the first step is to define who should actually be part of the analysis. To do this, it is worth separating companies into three groups.<\/p>\n By separating these groups, you avoid inappropriate comparisons and broaden the understanding of who truly competes with the brand.<\/p>\n With the competitors mapped out, it’s time to determine what the company wants to discover.<\/p>\n After all, an analysis might aim to understand which brands have a greater presence on social media, compare content strategies, observe organic search positioning, or identify differences in demand generation.<\/p>\n From this, it becomes easier to define common criteria.<\/p>\n For example, if the objective is to analyze content, the evaluation might consider publication frequency, formats used, engagement, and themes addressed in the posts.<\/p>\n Whereas an acquisition-focused analysis might observe presence in paid media,<\/a> conversion pages, offers, and search engine positioning.<\/p>\n The clearer the guiding question for the research, the lower the risk of accumulating data that does not contribute to any decision.<\/p>\n Based on defined objectives and criteria, the next step is to seek information from the channels most relevant to the strategy.<\/p>\n In this process, different competitor analysis tools can help expand the research and gather data on the actions of other brands.<\/strong><\/p>\n For example, on social media, the platforms themselves allow for observation of aspects such as publication frequency, content formats, and public interactions.<\/p>\n Meanwhile, the Meta Ads Library<\/a> can be used to check the ads that companies are displaying on the platform’s channels.<\/p>\n However, when the focus is on organic searches, tools like Google Trends<\/a> and Google itself help track interest in certain terms, identify well-positioned content, and understand which topics are gaining traction in the segment.<\/p>\n The analysis can also include sites, blogs, newsletters,<\/a> product pages, and other points of contact with the public.<\/p>\n Thus, the collection is not concentrated in a single channel and offers a more complete view of the strategies adopted by competitors.<\/p>\n Regardless of the sources used, the ideal approach is to record information in a standardized manner, always considering publicly available data.<\/strong><\/p>\n It is worth noting that not all available indicators need to be part of the analysis.<\/p>\n Thus, to choose which to monitor, it’s ideal to consider the previously defined objectives and mainly prioritize data that can be compared consistently between companies.<\/p>\n From this, some metrics and information can be observed according to each channel, such as:<\/p>\nExecutive Summary<\/h3>\n
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Why conduct a marketing competitor analysis<\/h2>\n
![\"Por](\"https:\/\/reportei.com\/wp-content\/uploads\/2026\/09\/Por-que-fazer-a-analise-de-concorrentes-de-marketing-1.png\")
How to conduct competitor analysis step by step<\/h2>\n
1 Understand the difference between direct, indirect, and substitute competitors.<\/h3>\n
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2 Define the objectives and criteria for marketing competitor analysis.<\/h3>\n
3 Collect data by channel.<\/h3>\n
4 Know which metrics to compare in competitor analysis.<\/h3>\n
![\"Dados](\"https:\/\/reportei.com\/wp-content\/uploads\/2026\/09\/Dados-do-Benchmarking-de-Funil-do-Reportei-1024x510.png\")