Store Monitor: how to track a competitor and understand their journey

João Victor Ramos · 2026-10-07

Ins and outs

When tracking a competitor, start by defining the ins and outs. Analyze the traffic sources they’re using (Google Ads, Meta, TikTok) and which products they’re promoting. Use tools like FreeSpy to view active ads and their respective metrics. Track the ins (new products, campaigns) and outs (discontinued products or ended campaigns). This will help you understand their product launch and discontinuation strategy.

Launch cadence

Pay attention to how often they launch new products or campaigns. A competitor launching weekly may be testing several products, while one launching monthly may be more focused on optimization. Create a table with the date of each launch and the number of new products. Identify a pattern and compare it to your own cadence. If your pace is slower, consider increasing your launch cadence.

Creative lifespan

Analyze how long your competitors’ creatives stay live. Track when a creative goes live and when it’s replaced. Creatives that stay active for a long time generally perform better. If a creative gets swapped out quickly, it could be a sign that it isn’t performing well. Use FreeSpy’s monitoring feature to identify which creatives are standing out and which are being cut.

Signs of scaling

Identify signs of scaling. This may include an increase in the number of active ads, higher paid ads spend, or the addition of new channels (e.g., a competitor starting to use TikTok Ads). Set up alerts for significant changes, such as a sudden increase in clicks or conversions. Also note which products are being promoted across multiple platforms at the same time, as this points to a scaling strategy.

Alerts

Set up an alert system to monitor changes in your competitor’s strategy. This may include changes to ads, new promotions, or product launches. Tools like FreeSpy can help you set up notifications for when a new ad is created or a product is added to the store. Keep a record of every change and analyze how those changes affect your competitor’s overall performance.

Keeping tabs on a competitor is essential for adjusting your own strategy and staying competitive. By following these steps, you’ll get a better understanding of your competitor’s journey and make more informed decisions.

How many launches have you done in the last 30 days?