A competitor analysis template Google Sheets is a powerful, easy-to-use tool for businesses to track competitors, benchmark performance, and analyze market trends. This guide shows you how to set up, customize, and use it effectively.
Introduction
Performing a thorough competitor analysis is crucial for any business aiming to thrive in a competitive market. While there are many advanced paid tools, a competitor analysis template Google Sheets provides a free, highly customizable option that can be tailored for businesses of any size.
This template helps you track competitors’ key performance indicators (KPIs), market positioning, digital marketing strategies, pricing, product features, and much more — all in an easy-to-share, cloud-based spreadsheet.
In this comprehensive guide, we’ll cover how to build, customize, and use a competitor analysis template in Google Sheets and provide actionable tips to maximize its value.
What Is a Competitor Analysis Template Google Sheets?
A competitor analysis template Google Sheets is a pre-built spreadsheet designed to collect, organize, and compare data about your business competitors in a structured way. It helps marketers and decision-makers systematically evaluate competitors’ strengths, weaknesses, and opportunities, empowering strategic planning.
Typical metrics covered in the template include:
- Competitor name & website
- Product or service features
- Pricing models
- Social media presence
- Traffic estimates
- Keyword rankings
- Strengths & weaknesses
- Customer reviews
Why Use Google Sheets for Competitor Analysis?
1. Free & Accessible
Google Sheets is completely free and cloud-based, enabling easy collaboration among team members in real time.
2. Fully Customizable
You can adapt templates to your unique business needs — add or remove columns, use formulas, conditional formatting, or charts.
3. Shareable & Easy to Update
Share the template with stakeholders via a simple link. Data can be updated anytime, keeping your analysis current.
4. No Technical Knowledge Required
Anyone familiar with spreadsheets can use it without the need for complicated software or APIs.
Key Components of an Effective Competitor Analysis Template
| Component | Description | Example Data |
|---|---|---|
| Competitor Name & Website | Basic company information | Acme Corp, acmecorp.com |
| Product/Service Features | List of key differentiators | Free shipping, 24/7 support |
| Pricing | Product or service pricing tiers | Basic: $10/month, Pro: $25/month |
| Traffic Estimates | Monthly visits, global rank | 50,000 visits |
| SEO Metrics | Domain authority, backlink count | DA: 55, 2000 backlinks |
| Social Media Presence | Followers on major platforms | Twitter: 10k, LinkedIn: 5k |
| Strengths & Weaknesses | Subjective analysis | Strength: Fast shipping; Weakness: Limited features |
| Customer Reviews | Average rating, review excerpts | 4.5/5 stars on Trustpilot |
Step-by-Step Guide to Set Up Your Competitor Analysis Template
Step 1: Open Google Sheets
Go to Google Sheets and start a blank spreadsheet.
Step 2: Add Column Headers
Example headers to include:
- Competitor Name
- Website URL
- Products/Services Offered
- Pricing
- Traffic Estimate
- SEO Domain Authority
- Backlink Count
- Social Media Followers (Twitter, LinkedIn, Facebook)
- Strengths
- Weaknesses
- Customer Reviews
Step 3: Populate Data
Collect competitor data from tools like Similarweb, SEMrush, Ahrefs, Moz, or even free sources like Ubersuggest and manually enter the data.
Step 4: Apply Conditional Formatting
Use color coding to highlight top competitors or gaps (e.g., green if DA > 50, red if pricing is significantly higher).
Step 5: Add Charts (Optional)
Visualize your data by inserting bar charts or trend lines to easily spot patterns.
How to Customize the Template for Your Business Needs
- Add industry-specific KPIs (e.g., customer retention rate for SaaS)
- Set up automated formulas (e.g., average pricing, score calculations)
- Create dashboards for quick visualization
- Add comments or notes per competitor for qualitative insights
Pro Tip: Protect key columns to avoid accidental deletion by collaborators.
Case Studies: Businesses That Benefited from Using Google Sheets Templates
Case Study #1: Small E-commerce Store
A small online retailer used the template to track three major competitors’ pricing and feature updates. This helped adjust their own pricing strategy and boost conversion by 18% in one quarter.
Case Study #2: SaaS Startup
A SaaS startup tracked competitors’ keyword rankings and backlink strategies using the Google Sheets template, leading to a successful SEO campaign that increased organic traffic by 45%.
Industry-Specific Use Cases
E-commerce
- Track product pricing
- Monitor promotional strategies
- Analyze site traffic
SaaS
- Compare feature sets
- Analyze competitor churn rates (if available)
- Track keyword opportunities
Local Business
- Compare local SEO performance
- Monitor Google My Business reviews
- Assess social media engagement
Common Mistakes to Avoid in Competitor Analysis Templates
| Mistake | How to Fix |
|---|---|
| Missing Key Metrics | Define upfront which metrics matter most |
| Infrequent Updates | Set a monthly or quarterly review cycle |
| Overcomplicating the Template | Keep it simple and easy to read |
| Focusing Only on Direct Competitors | Include indirect or emerging players |
| Ignoring Subjective Insights | Add a column for qualitative notes (e.g., brand reputation) |
Best Practices for Competitor Analysis Using Google Sheets
- Use data validation to avoid inconsistent entries
- Freeze header row for easier scrolling
- Include links to competitor websites for quick access
- Use filters for easy sorting (e.g., by DA, pricing)
- Make a backup before major changes
Top Features to Include in Your Google Sheets Template
Dynamic Formulas (e.g., average pricing)
Conditional Formatting (traffic vs. goal thresholds)
Drop-down Selectors (industry, region)
Visual Charts (bar graphs for traffic comparison)
Hyperlinked Fields (competitor websites)
FAQs – 7 Key Questions About Competitor Analysis Templates
1. Why should I use Google Sheets instead of Excel?
Google Sheets is cloud-based, easy to share, and allows real-time collaboration without version conflicts.
2. Is there a free competitor analysis template Google Sheets I can use?
Yes, we provide a free downloadable template at the end of this article.
3. How often should I update the template?
At least once per quarter or whenever launching a new product or marketing campaign.
4. Can I automate data collection into the template?
Yes, tools like Supermetrics or Google Data Studio can connect to APIs to automate some data imports.
5. What are the best free tools to find competitor data?
Ubersuggest, Similarweb free tier, and Moz’s free link explorer are excellent starting points.
6. Can I share the template with my team?
Absolutely, Google Sheets makes sharing simple with user permissions (edit, view, comment).
7. How do I analyze data in the template effectively?
Use filters, charts, and conditional formatting to identify trends and gaps visually.
Conclusion
A competitor analysis template Google Sheets is an accessible, flexible, and powerful solution for small businesses, marketers, and analysts to track competitors, benchmark performance, and make informed decisions.
