Best Competitors analysis report templates for marketing teams and agencies (2024)

Automate marketing reporting with dozens of 100% customizable, white-label Competitors analysis report templates. Used and made by +10,000 marketers in over 60 countries.

DTC Report template for Marketing teams and agencies

Optimize your strategy with this DTC report template. Track revenue, conversion rates, and cost per acquisition. Blend data from E-commerce, Google Analytics 4, Shopify, Google Ads, and Facebook Ads. Segment by demographics, behavior, and time. Perfect for marketing teams to measure key metrics and enhance E-commerce performance.

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Frequency Report template for Marketing teams and agencies

Frequency report template consolidates metrics like conversion rate, ROI, and CTR from Facebook Ads, TikTok Ads, and Google Ads. Analyze audience targeting and campaign duration. Track performance by time period. Designed for marketing teams to measure PPC strategies and optimize paid media efforts efficiently.

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Local SEO Report template for Marketing teams and agencies

Optimize your local SEO strategy with this Local SEO report template. Track CTR, conversion rate, and cost per conversion. Analyze keyword ranking, organic traffic, and local pack visibility. Segment data by demographics, location, and behavior over time. Perfect for marketing teams aiming to achieve specific goals and improve performance.

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Acquisition Report template for Marketing teams and agencies

This Acquisition report template helps marketing teams track key metrics like conversion rate, ROI, and CTR. Analyze dimensions such as target audience and campaign goals. Integrate data from Google Analytics 4, Copy, and PPC. Ideal for measuring performance and refining strategies to meet specific objectives.

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Social Media Report template for Marketing teams and agencies

Optimize your strategy with this Social Media report template. Analyze conversion rates, ROAS, and engagement metrics from Instagram Insights and LinkedIn Pages. Track key metrics like likes, comments, and shares. Segment by audience, age, and location. Perfect for marketing teams to measure performance and achieve specific goals.

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ActiveCampaign Report template for Marketing teams and agencies

Track and measure key metrics with the ActiveCampaign automation report template. Analyze conversion rates, ROI, and click-through rates across demographics and psychographics. Integrate CRM and email marketing data for actionable insights. Ideal for B2B marketing teams to optimize performance and achieve specific goals.

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E-commerce Report template for Marketing teams and agencies

Optimize your strategy with this E-commerce report template. Track metrics like conversion rate, average order value, and CPA. Analyze dimensions by audience, channel, and time. Integrate data from E-commerce, Paid Media, and SEO. Ideal for marketing teams to measure performance and achieve goals effectively.

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HubSpot Report template for Marketing teams and agencies

Optimize B2B marketing with this HubSpot report template. Track metrics like conversion rate, ROI, and average deal size. Analyze CRM contacts and campaign performance by demographic and psychographic breakdowns. Ideal for inbound marketing teams to measure and refine email marketing and funnel strategies across different timeframes.

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LTV Report template for Marketing teams and agencies

Analyze key metrics such as conversion rate, CPA, and CLTV with this LTV report template. Ideal for e-commerce and Shopify, it helps marketing teams track customer segmentation and channel attribution. Gain insights by age, location, and income to refine your strategy and boost sales performance.

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Email marketing Report template for Marketing teams and agencies

Analyze key metrics like conversion and bounce rates with this Email marketing report template. Track campaigns by name, type, and duration. Consolidate data from Mailchimp, Klaviyo, ActiveCampaign, and Hubspot. Segment by demographics and engagement levels. Ideal for marketing teams to measure performance and optimize strategies.

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Google Ads Report template for Marketing teams and agencies

Optimize your PPC strategy with this Google Ads report template. Track conversion rate, cost per conversion, and CTR. Analyze by campaign type, audience, and time. Perfect for marketing teams to measure performance and align with objectives. Consolidate data from Google Ads and Paid Media for actionable insights and enhanced campaign management.

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Inbound marketing Report template for Marketing teams and agencies

Optimize your strategy with this Inbound marketing report template. Track KPIs like conversion rates and social media engagement. Analyze data from CRM, E-commerce, Facebook Ads, Google Analytics 4, and LinkedIn Ads. Segment by demographics and timeframes. Ideal for B2B and e-commerce teams to measure performance and achieve marketing goals.

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Content performance Report template for Marketing teams and agencies

Optimize your social media strategy with the Content performance report template. Track conversion rates, engagement, and audience demographics using data from Google Analytics 4, Instagram Insights, and Facebook Insights. Analyze key metrics by campaign, duration, and time. Perfect for marketing teams to measure performance and achieve objectives efficiently.

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What is a competitor analysis report?

A competitor analysis report is a document that consolidates data from multiple sources (e.g., market research reports, social media analytics, web traffic data) to track and display key performance indicators (KPIs) (e.g., market share, competitor pricing, product features), enabling teams to monitor competitor performance and create presentations for stakeholders. 

Competitor analysis reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in a competitor analysis report?

An actionable competitor analysis report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive competitor analysis reports

Executive reports for CMOs, CEOs, and stakeholders show the competitive landscape's impact. Reviewed weekly, monthly, or quarterly, they include:

  • Market share analysis: by product category, using market data and trends.
  • Pricing strategy analysis: competitor pricing models and changes over time.
  • Product feature comparison: strengths and weaknesses of competitor offerings.
  • Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

Competitor analysis manager reports

Manager reports have cross-competitor views with drill-downs to see performance by product, region, and market segment. They help align strategies, define tactics, and include:

  • Cross-competitor reporting: overall market position, product, or region reporting across competitors.
  • Trend tracking: compare current market trends vs objectives.
  • SWOT analysis for prioritization and spotting opportunities 
  • Competitive landscape mapping for market positioning.
  • Topic, keyword, content, audience research

Operational Competitor Analysis Reports

Operational reports for analysts and market researchers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

  • Web traffic: competitor site visits, engagement, bounce rates.
  • Social media: competitor post metrics, follower growth, engaging topics/hashtags.
  • Product reviews: sentiment analysis, ratings, feedback trends.
  • SEO: competitor keyword rankings, backlinks, content performance.

Operational competitor analysis reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.



How to build a competitor analysis report?

To build a competitor analysis report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email. 

Here’s the breakdown: 

Connect data sources

Define and connect the data sources to bring to your report. Common sources are market research databases, social media analytics tools, web analytics platforms, and competitor websites.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report. 

You can follow these tutorials on connecting your data:

Choose a template

Choose from dozens of competitor analysis report templates in Google Sheets or Looker Studio, designed for use cases like market share tracking, pricing analysis, and feature comparison. 

Learn to copy Looker Studio templates

While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom market insights, competitor data, and all the fields and metrics that you define as "competitive advantages" and "market positioning".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your competitor analysis use cases, such as market share tracking, pricing analysis, and feature comparison. 

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps: 

  1. Select the data source and the account connected to it
  2. Choose metrics (e.g. Market share, pricing, product features, etc.). 
  3. Choose breakdowns to segment your data (e.g. by date, competitor name, product category, etc.)

You can follow these tutorials on adding data to your reports

Design

To make your competitor analysis reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your competitor analysis reports:

Share

Share your competitor analysis reports via links, PDF, schedule emails, and control permissions.

KPIs to include in a competitor analysis report?

Competitor analysis reports should include a mix of market position, pricing, product features, and customer sentiment metrics and KPIs to fully understand the competitive landscape. They include:

Market position KPIs measure the competitive standing in the market: 

  • Market share metrics: percentage of market, growth rate
  • Pricing metrics: average price, discount strategies
  • Product feature metrics: unique features, innovation index

Efficiency KPIs compare your competitive outputs to the cost, including:

  • Market share: cost per market share point
  • Pricing: price elasticity
  • Product features: R&D cost per feature 

Effectiveness KPIs compare the input with the output from one competitive stage to another

  • Market share: growth rate
  • Pricing: price competitiveness index
  • Product features: feature adoption rate

Sales and cost KPIs show the bottom-line impact of your competitive performance:

  • Sales: revenue, units sold
  • Cost: production cost, marketing spend
  • Efficiency: ROI, cost per feature
  • Effectiveness: customer satisfaction index

To analyze these competitor KPIs, segment them by:

  • Competitor: major, emerging, direct vs indirect
  • Time: Hourly, daily, weekly, monthly
  • Product: category, lifecycle stage
  • Market: region, segment
  • Customer: demographics, preferences, behavior
  • Content: marketing materials, campaigns, messaging