Competitor analysis costs 20 credits and produces a verified rundown of who you are actually up against: their positioning, value proposition, unique selling points, key brand messages, pricing posture and the gaps left open.
The report has an outline you can jump through, one entry per competitor.
Reading it for the thing that matters
Most people read a competitor report like a scoreboard. That is the least useful way to use it.
What you are looking for is the sentence nobody in your category is saying. Four companies all claiming to be the fastest, the most reliable and the easiest to use means those three positions are crowded and expensive. The interesting real estate is whatever is missing: the audience nobody addresses, the objection nobody answers, the use case everybody mentions in passing and nobody builds a page around.
Read the report twice. First pass, note what everybody says. Second pass, note what nobody says. The second list is your positioning brief.
Getting the right competitors in the report
The report identifies competitors from your brief and from what it finds publicly. Sometimes that is exactly right. Sometimes it surfaces the four biggest names in a category you technically sit in but do not compete with, while missing the two companies you actually lose deals to.
If the competitor set is wrong, the fix is upstream: make the brief more specific about what you do and who you do it for. A brief that says "marketing software" pulls in everyone. A brief that says "campaign generation for small agencies running client work" pulls in the right handful.
You can also add competitor URLs as extra source links when creating a campaign, which puts them in front of the reader directly.
What happens next
Once the report exists, everything you generate reads it. That is where the value lands.
The most visible effect is on ad copy and positioning work. Headlines start doing contrast rather than description. Value proposition work stops producing statements that three competitors could publish unchanged.
If you plan to run the value proposition or positioning sections in Strategy, run competitors first. The difference is not subtle.
A caution on the numbers
Pricing, headcount and funding figures in any competitor report are as current as the public web. Verification confirms the source said it, not that the source is up to date. Anything you plan to put in a deck deserves a thirty-second check on the competitor's own pricing page.
Frequently asked questions
How many competitors does it cover?
It varies with what exists publicly in your category. The outline lists each one so you can jump straight to a name.
Does it work for local businesses?
It works better when your competitors have real websites. A category where everybody's presence is a Facebook page and a phone number gives the reader very little to analyse.
Can I analyse a specific competitor I care about?
Add their URL as an extra source link when you create the campaign. That guarantees the material is read rather than hoping it surfaces.