For marketing teams
Decide what deserves a response this week.
The problem is not a lack of competitor data. It is that nobody has time to read it. Figo checks every competitor weekly, compares them with your own numbers, and puts the week in order of what matters.
The job this does
Most teams already have the tools. Rankings live in one place, ad libraries in another, social in a third, and nobody owns the job of reading all of them every week. So competitor moves are noticed late, usually when a salesperson repeats something a prospect said.
Figo makes that job small enough to actually happen: one email on Monday, ordered by what changed most, with the evidence attached and one concrete action per competitor.
How the week runs
- 1Your site is tracked tooFigo watches your own domain next to the competitors, so every line in the briefing is a comparison. Their 40 live ads mean something different when you run 40 and when you run none.
- 2One automatic check a weekEvery competitor is checked on a schedule. New ads, new pages, new blog posts, ranking moves, review gains and AI answers are all captured in the same pass.
- 3Monday briefing, ordered by movementThe competitor that moved most is first. Each card carries the facts, the dates, the sources, and the one thing worth doing about it.
- 4Alerts in between when something real happensWhen a check finds a new ad campaign or a burst of new pages, a short note goes out. Only when there is something.
What ends up in the briefing
New ad campaigns
The creative, the headline, the landing page it points at, and the date it started. Enough to tell a positioning change from a seasonal promo.
New pages and posts
Grouped by section, so a competitor adding 30 location pages reads as one strategic move rather than thirty rows.
Ranking moves that matter
The keywords they gained or lost, weighted by the traffic behind them, not an alphabetical list.
AI answer share
How often each business is named when a buyer asks an assistant for a recommendation, and which sources those answers rely on.
Reputation
Review count and rating over time. A competitor gaining 40 reviews a month is telling you about their sales process.
Reddit mentions
Threads genuinely about the business, filtered by a model so a brand name that is also a common word does not fill your report with noise.
Built to be checked, not trusted blindly
Every number in the app links to where it came from: the ad in the ad library, the page on their site, the keyword and its position, the full AI answer with its citations. When someone in the meeting asks where a figure came from, the answer is one click away.
When Figo has only seen a competitor once, it says “first look” instead of pretending to compare two weeks. A tool that invents a trend is worse than no tool.
What Figo does not do
- Traffic and keyword figures are estimates from search data, not the competitor's analytics.
- Only public activity is visible. Email campaigns, partnerships and offline work do not show up.
- Ad libraries do not publish spend or results, so Figo never claims a competitor's ad is working.
- Ranking movement needs two weekly checks before it means anything, and the report says so until then.
Common questions
How is this different from an SEO tool?
An SEO tool tells you about rankings. Figo also watches ads, new pages, blog posts, social posts, reviews and AI answers, and it tells you which of those changes is worth a response this week.
Who on the team should get it?
Whoever runs the weekly marketing stand-up. The briefing is written for a person who has to decide what the team works on, not for an analyst.
Can it go to Slack?
Yes. Add a Slack webhook in settings and the Monday briefing and the new-move alerts post to your channel as well as your inbox.
How do you decide what is worth acting on?
Every change is measured against your own site's numbers, which Figo tracks alongside your competitors. A competitor gaining ground where you are already strong reads differently to one moving into a gap you have.
What if nothing happened?
The briefing says so and gives you no task. Quiet competitors collapse into one line on the dashboard. Inventing work is how monitoring tools lose their audience.
Read a full week's briefing
An annotated example with the evidence, the interpretation and the recommended action for each competitor.
Keep reading
- Where the data comes from every source, how fresh it is, and what it cannot tell you.
- Running this across client accounts if you also report to clients.
- Plans and limits competitor slots, AI questions and price.