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How to be the James Bond of the Web: 37 Best Marketing Tools to Spy on Your Competitors

I’ve always liked the idea of being a spy, complete with gadgets, fast cars, and an attractive significant other. It would be a great way to get secret information.

Well, it may be too late for me to join the Secret Service, but I can indulge in a bit of undercover information gathering – and you can, too – by taking a sneak peek at competitors.


We’re not talking industrial espionage, but there are plenty of good reasons to see what competitors are doing. You can:

  • Get inspiration for new ways to connect with customers and thereby improve customer retention.
  • Find out if competitors are doing anything better than you and how you can match it.
  • Look under the hood of their search and marketing optimization strategy and see what you can legally steal.
  • Improve your own plans to beat the competition based on data rather than assumptions.

There are dozens of marketing tools that you’re probably already using to monitor your own performance. These can be used to get competitive intelligence. Let’s assume you already know who the competition is. All you have to do is monitor these different areas.

Ad Monitoring Tools

Do you want to know where your competitors are advertising so you can do the same? Would you like to know which keywords they are targeting? If you want to troubleshoot your PPC and display ads, this set of tools will help you:

1. Adbeat is an enterprise tool that lets you see all of the ads that particular advertisers are using, split test their ad copy to help you with strategy, and find competitors you didn’t even know about. The introductory package starts at $99 per month, though that monitors only Google ads. There’s a 30-day free trial.

2. AdGooroo is a multifunctional tool that includes a Display Insight feature. The basic service lets you monitor ads for up to ten competitors, ranked by page views. Its Industry Insight allows you to figure out ad placements, too. Pricing is not stated.

3. AdGooroo also has an SEM Insight tool that incorporates keyword research, competitive intelligence, PPC and SEO tools, and traffic data. Pricing is not stated.

4. MixRank allows you to see the mix of ads that companies are using. You can see a snapshot of this data (without registering) that covers display ads, text ads, advertisers, and demographics, though you will have to create an account for the full report.

5. Moat provides a free ad search tool that allows you to key in your competitors’ brand names and see what ads they have shown recently. You can see the size and some of the places the ads have been seen recently, giving you a good guide for where to place your own advertising.

6. SocialAdNinja has a database of 400,000 social PPC ads. It’s a great tool for monitoring global Facebook advertising. It includes fine-grained search features so you can identify ads targeting your key demographic and find out which links they point to. There’s a single membership level at $147 per month. (Note: this tool is no longer available)

7. WhatRunsWhere helps you monitor competitors to figure out their advertising strategy and where they are placing ads. As a bonus, it can help with advertising research and split testing, finding new sources of traffic, and ad buying.

Keyword Monitoring Tools

Related to ad monitoring tools are those that help you check out the keywords your competitors are targeting in their search marketing campaigns. Do this, and you can improve your own ROI by figuring out what’s working for them. Here’s a selection:

8. iSpionage looks at how your competitors are advertising with Google, Microsoft, and Yahoo search marketing tools. You can view ads and track spending. It also includes SEO competitive research and a social monitoring tool for Twitter and Facebook.

9. KeywordSpy helps with competitive keyword discovery. You can find out how much your competitors are spending on AdWords and discover which combinations of keywords and advertising copy are working for them.

10. KeywordCompetitor helps you spy on organic and paid keywords, ads, and landing pages for your competitors, with daily updates in rankings. The site also has tools for monitoring competitors and working with affiliate marketing.

11. SEMrush lets you monitor competitors’ organic keyword positions, find relevant long tail keywords, see your competitors’ PPC ads, and more. It also includes SEO tools. There’s a wealth of data available from the free search bar on the homepage, though you will have to upgrade ($69.95 per month) for more queries and results.

12. SpyFu lets you see up to six years of data on your competitors’ keywords, ranking, and ads helping you with SEO and PPC advertising. There’s a limited free tool, though you have to subscribe for access to advanced competitive intelligence.

13. The Search Monitor looks at paid and organic search and even how you look against your competition in comparison-shopping engines. This multifunctional tool also monitors affiliates and trademarks as well as who’s discussing your brand. It starts at $299 per month.

Link Popularity and Backlink Tools

All of the tools you use to check who’s linking to your site can be used to research your competitors’ backlinks. All you have to do is plug in their URL. There are dozens of backlink checkers out there, but here are three excellent ones:

14. Ahrefs provides a wealth of information on external links, referring domains and IPs, top pages, main anchor text, linked domains, and more. There’s a limited free account covering 3 reports and 10 results, but for fuller data you’ll need to upgrade to the $79 per month package.

15. Majestic Site Explorer provides a detailed link profile for any site. In addition to working with current data, you also can check its historical index to see results over time. There is a limited free version.

16. Open Site Explorer describes itself as a search engine for links. It provides information on page and domain authority, linking domains, anchor text used, and more; you also can compare link profiles for up to five sites. It is free, though signing up for Moz Analytics gives you access to (much) more data.

Web Ranking Tools

How are people interacting with your competitors’ sites? The next set of tools provides website competitive analysis on consumer data to help companies improve their targeting in different segments.

A free search gets you data on unique visitors, rank, and competitive rank, but you’ll need to sign up for more in-depth tools.

17. Alexa has been tracking global web traffic for a couple of decades and using it to provide website ranking on a global and country basis. The traffic sources and other data can help with benchmarking your site against your competitors.

18. Compete describes itself as a “digital intelligence” tool which uses online consumer behavior.

19. SimilarWeb is a competitive analytics-monitoring tool that provides data on traffic sources, top content, social mentions, and more. There’s a lot of data available for free, including referral sites, search traffic, key topics and more. Pro packages start at $99 per month.

Monitoring and Mentions

Often recommended for monitoring mentions of your own brand, social media monitoring tools work equally well for seeing what people are saying about your competitors.

20. Google Alerts saves you the trouble of visiting the site to repeatedly perform the same search. Set up an alert and have the latest news about your competitors delivered to your inbox. It monitors news, blogs, video, discussions, and books, and it is free.

21. Mention combines media and social monitoring. It tracks content published on web pages, news sites, blogs, and forums in 42 languages. It provides real time social alerts and has an excellent mobile app. There’s a free plan, with the upgrade starting at $6.99 per month.

22. Social Mention provides real time search of brand mentions on blogs, microblogs, images, videos, questions, and bookmarking sites. This free web search tool also provides a broad brush sentiment analysis.

23. Talkwalker offers a service similar to Google Alerts, giving you the choice of monitoring news, blogs, discussions, or everything. You also can monitor content in different languages. It is free.

24. Keyhole allows you to search social accounts, hashtags, keywords, mentions, and URLs across the web. You’ll get analytics and demographic information. (The previous product here was Topsy, which was shut down in 2015. We found Keyhole to be the best replacement).

25. You also can use Twitter’s own search tool and save your searches.

Social Engagement and Social Sentiment Tools

This next batch of tools will help you to see how your competitors are building engagement and how their key audiences feel about them.

26. is best known as a free tool for building engagement on your own Twitter account. Why not plug in the URL of your top competitor to see how that company is performing online?

27. Fanpage Karma allows you to input the URL of any Facebook fan page and assess the number of fans, growth, and a range of other performance metrics. There’s a 14-day free trial of additional features, and the premium package includes Twitter monitoring, too.

28. Login with your Twitter account and you can analyze any profile’s followers for free with Followerwonk. There’s a wealth of detail available on the authority of followers, recent tweets, bios and locations, enabling you to build a comprehensive picture of your competitor’s Twitter presence.

29. Open Social Buzz provides real time search of Twitter, Google+, Facebook, and LinkedIn. Plug in your competitor’s name and see how much social prominence they have.

A Mixed Bag

There are a few tools that don’t fit in any of the categories above, which can provide additional insight into what your competitors are doing.

30. BuiltWith investigates the technology behind your competitors’ sites, covering servers, content management, underlying technology, analytics, advertising, and much more.

31. Marketing Grader is a free HubSpot tool that assesses websites in terms of blogging, social media, SEO, lead generation, and mobile, giving an overall score. It’s a good way to see what your competitors are getting right, and wrong

32. Simply Measured rolls many of the tools on our list into one, including analysis of influencers, brands, trends, traffic, conversions, competitors, and more. It covers all the main social media channels with 35 different reports. The basic plans start at $500 per month, though there are free reports available for your own accounts.

33. The Wayback Machine from the Internet Archive lets you see how your competitors’ pages looked in the past. You never know, you might learn something about how website changes improved conversions.

34. Check out your competitors’ direct mail, email, and social campaigns with Who’s Mailing What. It’s a good way to keep track of trends, get ideas, and see what the competition is up to. This tool costs $747 per year.

Final Thoughts: Other Ways to Spy on the Competition

Don’t forget that there are three more ways you can find out what your competitors are doing, and they are all free.

35. Follow them on social media, add them to a list or interest group, and track what they are talking about.

36. Subscribe to their blogs so you can see what kind of content they are covering and check out announcements of forthcoming launches.

37. Sign up for their newsletter, which is hands-down the best way to see how they are targeting your ideal customers.

What other great tools have you discovered for tracking the competition?

About the Author: is the CEO of TOFU Marketing, an internet marketing agency that helps startup companies hack their growth.

  1. Also checkout Email Insights: See emails and mailing habits of your competitors.

  2. I bookmarked this page, too much to digest right away, very useful to perform a market survey. Great ideas, thanks !

  3. Not really a way to “spy”, but we added some great features to our web app to enable organizations to connect RSS feeds, twitter accounts and web searches to monitor their competitors, industry news and trends and keep stuff that truly matters.

  4. Very good title Chris, and super useful content!

  5. Very informative, I probably try first Adbeat with their 30 days free trial to see if I get any benefit. To find out backlinks recently Market Samurai provides as part of their package. In reality they get from Majestic Site Explorer which is already list here.
    I’ve booked mark this for my reference.

  6. Ahrefs is my favourite by a long shot. ALSO Open Site Explorer – I use these tools to spy on certain sites and their backlink profiles ;).


  7. Grant Tilus (@granttilus) Oct 10, 2013 at 4:56 am

    A great list indeed, or smashing perhaps as Bond would say.

    I would also add in enables you to turn any webpage into an rss feed. Then you can create a IFTTT recipe to email you every time the page is updated.

    • Chris Kilbourn Oct 13, 2013 at 6:40 pm

      Thanks, Grant! I’m glad you thought it was “smashing”. :) looks interesting. There’s a lot you can learn from keeping tabs on competitors updating their pages! Thanks for the suggestion!


  8. Carros Usados Oct 10, 2013 at 7:35 am

    I love to spy my competitors. Thanks a lot for this post, you gave me more tools to continue on my research work.

  9. Oh, excellent reading and information! Now, if I’d only I could remember the topic I was actually researching before I found this . . .

  10. Great list of tools, another tool to look into (not free) for Social Media mentions and monitoring would be Nuviapp it can lead to incredible insights.

    • Hey Jared,

      Yeah, Nuvi looks like an interesting tool. Someone from their sales team reached out to me, but I have yet to try it out. Thanks for the recommendation!


  11. That’s a long and impressive list of tools! Sneaky sneaky…

  12. Daisy Coleman Oct 11, 2013 at 8:33 am

    What a fantastic article. I have learn some new things here…I used to track competitor promotions as this could something explain the raise in competitor sales.

  13. how can we increase conversaion using facebook traffic ?

  14. Thanks for mentioning Fanpage Karma, Chris :)
    Really appreciate it.

    When you tried out FPK, did you also get a look at our Tagging feature (of which we are super proud ;) )?


  15. Margarita Golod Oct 17, 2013 at 3:02 pm

    Competitive Intelligence in Email Marketing is also an important category. We have a tool that tells email marketers how their emails are performing and how the emails of their competitors are performing.

  16. just wanted to point out

    It’s a web/news monitoring tool that also send you email notifications when your RSS feeds and selected Web pages are updated.

    We’re offering a limited free trial so we can get as much user feedback as possible. Check us out at


  17. Nice work, KISS. Have been following this blog for a while. And who doesn’t love giant lists of helpful business tools?!?

    I work with The Search Monitor and wanted to just add a few helpful tips for the Keyword Monitoring category.

    The big one to consider is AD SPEND. It’s very tricky to get without having a combination of ad crawling technology thta is done very frequently – daily!) plus online audience measurement data from a great panel- or ISP-based source.

    At The Search Monitor, we crawl the web every few hours (much more often than the cheaper spyware out there) and combine that with a partnership with comScore, which brings a ton of post-click data broken down to 1200+ verticals. And lots of historical data, too.

    The result is what companies want to look for in keyword and ad-monitoring tools: precision. Free, inaccurate data will just get you into trouble with your boss or client, we have found. If your readers want to learn more, check out our new Lighthouse product ( or grab some of the data pulled from Lighthouse for free at

    After AD SPEND, the next big one for retailers to monitor are Google’s PLA units. Most retailers have little idea how their ads appear in these, which products are being grabbed from their submitted product feed, and importantly, the average price range of the PLA. If they are overpriced versus the average, they won’t get clicks!

    The Search Monitor includes a pretty awesome PLA analysis report that tells you all of this and even provides screenshots for any competitor or industry. Good data to know for the holidays.

    Thanks again KISS for assembling this! I just blogged about you guys on my personal blog, too. Keep up the good work… -Ken

  18. Thanks for putting this together Chris, while many of these tools have been in a Digital Marketer’s toolbox for years there are a few lesser known tools that hopefully will get a little more exposure and deserved recognition.

  19. Hi Chris,

    I’d also suggest using WhoIsHostingThis to see what hosting competitors are running on. These days when page speed is an important factor you don’t want to hurt your business by relying on cheap shared hosting.

    I used this tool to see what competitors are running their website on and made a switch to improve our own website pagespeed.

  20. The one i’d add to this great collection is (

  21. Hi. That’s great list indeed. I’m using Semrush and all I can say is that the tool is great.
    I’m very disappointed with keywordspy which in my opinion is not reliable, and also spyfu is very bad when used for for foreign countries. Spyfu is excellent for US and maybe UK and so is Ispionage. I’ve tried them all and Semrush is the winner in my opinion.
    I guess whatrunswhere and adbeat are great tools, but they seem expensive.

  22. Hi Chris, to keep you updated on our product: Talkwalker Alerts are now also available on HootSuite! To try it out yourself, simply install the Talkwalker Alerts app on HootSuite to monitor and share content the fastest way in one single platform. More info at – let me know how it works for you :)

  23. Hello Chris,
    I was just reading your article and trust me it was all worth written. You have mentioned it really well.

  24. Vilintina Dsouza Mar 09, 2014 at 8:52 pm

    Fan Page Karma is the real gem and find here for us. Just blown away by the amount of detail that they provide. There is this post by Himanshu Sharma at SEO Takeaways who has given a wonderful explanation about the tool but most of it is easy to interpret.

    The data and the insight that it provides is just phenomenal..thanks Chris for an awesome post :)

  25. Andrew Delville Mar 19, 2014 at 12:20 am

    This post is money. Everyone loves James Bond and you listed out all the resources one would hope to find if they were trying to become the James Bond of the interwebs. Thanks for the great resource Chris, bookmarked, shared, tweeted, vined (ruh roh) and whatever else I could do!

  26. Does anyone know of similar tools that will work for New Zealand websites?


  27. Marinos Anastasiou Mar 31, 2014 at 11:52 pm

    Impressive list of tools! well done

  28. Thanks for this article. You’ve inspired me to create and share this list to help address the same question, but a little more specific for people wishing to spy on (and ensure compliance for) their affiliate marketing partners.

    It’s called “How to Select the Best Affiliate Monitoring Tool For Your Business”

    …and it’s all about the same topic – that it’s critical–and not too hard–to keep an eye on what your affiliates are doing, and how they are representing you. Since they do not all have your best interests in mind.

  29. Page bookmarked. Too much useful info that requires frequent reference. Thank you.

  30. Monitoring and Mentions tools are the most useful tools to keep a track of your competitors social media presence. Backlink Monitoring tools like ahref helps keep a track of the backlinks our competitor are building to improve their ranking in google.

    I have noted all the important tools which are worth spending for.

  31. Hello Chris,

    SEMRUSH is all time my favourite tool for competitor analysis & after this open site explorer value for money. I used many tools in this list but few more new names I found for my marketing process. Giant list of marketing tools.

    In recent Neil patel also published step by step method to find competitors keyword from SEMRUSH. I will use these tools & Neil’s tutorial for my site success. Thanks for this list of tool.

  32. This is really a useful list of tools and analytics. Thanks for sharing such valuable information. For those wanting DIY or Professional analytics I would recommend individuals to check out the list and add them to their own toolbox.

  33. Great list!
    I would love to contribute with one more solution.
    Recently ran into one very convenient tool for online retailers,
    It allows you to track your competitors’ prices, promotions and assortment in real time, as often as you need. Made my life a way easier. Highly recommend to check it out!

  34. One of the greatest tools out there, sits on your browser.

  35. u forget which is also now a good competitor monitoring tool

  36. These are great tools. This may be too much to ask for, but does anyone know of a way to find out how customers are actually reaching your competitors’ sites? For example, let’s say yesterday got 10000 visitors. I would like to know that 11% of those came from Google search, 8% through a link at, 5% through Facebook, 14% from a mobile app, etc.

  37. Great list, but I’d definitely recommend having links open in a different window. Frustrating to click then have to always click the back button.


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