Analytics Tools

Analyze your competitors with analytics tools

Last updated: January 31, 2020

Applies to:

Marketing Hub  Professional, Enterprise
Legacy Marketing Hub Basic

Monitor other companies you identified as your competition with the competitors analytics tool. You can compare your site's statistics and metrics with theirs.

If you are a Marketing Hub Professional, or Enterprise user, you can track up to 20 competitors at once.

To access your competitors analytics tool:

  • In your HubSpot account, navigate to Reports > Analytics Tools.
  • Click Competitors.
  • By default, your site will be added. This is determined by your target domain. To add a competitor, click Add a new competitor in the upper right.
  • In the dialog box, enter your competitor's website.
  • Click Add Competitor. HubSpot will attempt to pull the relevant metrics for this competitor.


  • Click the chart icon to view the chart. The chart shows a metric against time.
  • Click the Marketing Grade dropdown menu to select a different metric for the chart.
    • Marketing Grade: a measure of a site's online presence per HubSpot's Marketing Grader Report, on a scale of 0 to 100. To see the breakdown of a score, click the value in the Marketing Grade column of the table.
    • Traffic Rank: rank compared toother sites on the Internet based on data from Alexa. The lower the rank, the better it is.
    • Linking Domains: the number of domains currently linking to a site as recorded by Moz.
    • MozRank: A measure of link authority and popularity, on a scale of 1 to10.  This data comes from Moz.
  • Click the Last 3 months dropdown menu to select a different date range for the chart.

  • In the table below, click the chart icon next to a competitor you want to add to the chart.


View the table for information on your site and your competitors.
  • Click the Sorted by dropdown menu and select a metric to sort the sites.
  • Click the Showing dropdown menus and select a metric to display. You can only have five metrics in your table.

  • Click a domain in the table to view a comparison between your site metrics and theirs.
    • The winning metric will be highlighted in green.
    • On the right, view the trends between your site and the competitor site.
    • In the upper right, click Marketing Grader Report to view their grade in more detail.
      • In the left sidebar menu, click the category you want to analyze.
      • To view more information, click Show next to Checklist. In the specific section you want to know more about, you can click Show details to view the factors the tool takes into account in grading the domain.