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The competitors report shows where you stand against the brands you actually compete with across three surfaces: organic search, AI answers, and paid ads.
  • Competitors ranking for your target keywords
  • Keyword overlap — terms you both target
  • Gaps — terms they rank for and you do not
  • Relative domain authority
Gap analysis is the useful part. Terms where a competitor of comparable authority ranks and you do not are reachable. Terms owned by a far stronger domain usually are not, regardless of content quality.

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AI answers

  • Which brands appear alongside you in tracked answers
  • Share of voice across the competitive set
  • Which competitor domains take the citations you do not
The competitive set here frequently differs from the one you track commercially. Models often surface established players or adjacent categories that buyers do not consider substitutes. It is still what prospects are being shown. See AI visibility report. From Meta’s public ad library: what competitors are running, in what formats, with what messaging, and for how long. Longevity is the signal. Ads running for months are almost certainly profitable. Ads running for days tell you nothing. See competitor ad library.

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What cannot be inferred

Being explicit, because competitive reporting invites overreach:
  • Spend. Not available from the ad library or from ranking data. Estimated-spend figures from any tool are modelled guesses.
  • Revenue or profitability. Not observable.
  • Traffic. Third-party traffic estimates carry wide error margins and should not drive decisions.
  • Strategy. You see outputs, not intent. A competitor may be testing, defending, or making a mistake.
Do not build a budget on inferred competitor spend.

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Using it well

Read the field, not the leader. Comparing yourself to the market leader is usually unproductive. The useful comparison is against brands of similar authority, where the gaps are closeable. Look for repeated patterns. One competitor doing something is noise. Three doing the same thing is a signal about the market. Check the AI competitive set against your assumed one. A mismatch means prospects are being shown alternatives you are not tracking — often the most valuable finding in the report.