The competition tab allows you to compare your Google score to that of your local competitors and competing brands, in order to determine your average competitive position.
You can then work on your customer experience to enhance your position if you're behind your competitors, or maintain it if you're ahead.
If you manage various establishments, this tab will also allow you to have an internal competitive ranking between your shops.
To access this information, go to the “Competition” tab of your Google campaign.
1. Your perimeter appears at the top of the dashboard. If you manage various establishments, you can edit your perimeter through the arrow on the right. You can either select one shop, all the shops or a category of shops. The information will be updated accordingly.
2. You can then select the period you wish to analyse and the information will be updated accordingly.
By default, the data shown in the widgets is strictly based on the Google reviews of the selected period, meaning only these reviews are taken into account.
However, you can display the data based on the Google score at the end of the selected period, in which case the reviews prior to the selected period are also taken into account.
To change this display, click on the editing wheel at the top right of any widget, and select “Score at the end of the period”.
Once you have selected the perimeter and period you wish to analyse, you can choose between an overview by establishments or by brands.
A - Overview by establishments
Average Position
The overview by establishments allows you to compare your position to that of your local competitors.
The position is based on your Google score. If it's identical to that of a competitor, the position will be determined by the number of reviews.
The variation of the position in comparison with the previous period is indicated by an arrow on the right of the indicator.
Average score
The second widget shows the average score of the chosen perimeter over the selected period.
The variation of the average score in comparison with the previous period is indicated by an arrow on the right of the indicator.
At the bottom of the widget, you will find the number of reviews for the chosen perimeter over the selected period.
Ranking
The ranking shows the position of the selected establishment in comparison with its local competitors.
It shows your competitors' ranks, the variation of their position, their average score (+its variation), their number of reviews, but also a link to their Google page just after their address.
When you manage different establishments, and you select all of them or a category, the “ranking” widget displays by default an internal competitive ranking between your own shops.
In this case, it shows the ranks of each establishment in comparison with the rest of your perimeter, and the average score for each of them (+ their evolution).
The name of their top competitor appears on the right, along with their number of reviews, average score and link to their Google page.
This ranking first takes into account the position of each of your establishments in regard to their local competitors (Local Rank).
A shop with a score of 4/5, that is first amongst its competitors, will be ahead of a shop with a score of 5/5 that is second.
If the competitive position is identical, the internal ranking will be determined by the Google score.
If both the competitive position and google score are identical, the internal ranking will be determined by the number of reviews.
If you wish to display the position of a single establishment in comparison with its local competitors, click on the far right icon next to its top competitor. This will update the selected perimeter and solely display the ranking of the chosen shop.
If you wish to download the ranking, click on the download icon at the top right of the widget, and select the desired format (PDF or Excel).
You can also export the entire page in PDF format, if required, or all the reviews for the period concerned in CSV format. (Please note that, depending on the period and scope selected, it may take several hours for the export to be sent).
Evolution top 5
The “Evolution top 5” widget presents you with the evolution of the average score for the 5 best ranked shops. If your establishment isn't part of the top 5, it will be displayed through a 6th curve.
If you hover the mouse over the graph, you will get details of the relevant period, average score and number of reviews.
If you wish to download the graph, click on the download icon at the top right of the widget, and select the desired format (PDF or PNG).
Google Reviews
The “Google Reviews” widget displays a full listing of your Google reviews, with their date, score in stars and verbatim.
You also have a search bar at the bottom if you wish to look up a given review.
B - Overview by brands
→ Once you have selected the scope and period you wish to analyse, choose the (B) "Brands" view.
The brand view allows you to compare the performance of your establishments against competing brands within your catchment area or at a national level.
PERIMETER VIEW
This view is particularly relevant when you have multiple establishments within your perimeter and want to see their consolidated position compared to competing brands present in your catchment area (scope selected via the filter at the top left of your interface).
NATIONAL VIEW
You can also access the benchmark of your brand compared to competing brands across the entire country. To do so, simply click on "National View."
If your setup and scope include multiple countries, you can also filter by country using the "All Countries" filter and select the desired country from the dropdown menu.
Find Your Brand’s Position
In Perimeter View:
This position is based on the selected period and the consolidated rating of establishments within your catchment area.
In National View:
This position is based on the selected period and the consolidated rating of all the brand’s establishments in the analysed country.
Key Information:
→ If the consolidated Google rating is the same as a competing brand’s, the number of reviews determines the ranking.
→ The position change compared to the previous period is displayed just to the right of the ranking.
Find Your Average Rating via the "Average Rating" Block
In Perimeter View:
Your rating corresponds to the average of Google reviews submitted for your brand’s establishments within your catchment area during the selected period.
In National View:
Your rating corresponds to the average of Google reviews submitted for all your brand’s establishments in the selected country during the chosen period.
Key Information:
→ The change in the average rating compared to the previous period is displayed just to the right of the rating.
→ At the bottom of the widget, you can see the number of Google reviews submitted during the period.
Find Your Detailed Ranking via the "Ranking" Block
Here, you can see the position of competing brands, along with their position changes, number of establishments, average rating (+variation), and number of reviews.
-> If you want to download the ranking, click on the download icon at the top right of the widget, and select the desired format (PDF or Excel).
You can also export the entire page in PDF format, if required, or all the reviews for the period concerned in CSV format. (Please note that, depending on the period and scope selected, it may take several hours for the export to be sent).
Track the Evolution of the Top 5 Brands via the "Top 5 Evolution" Block
This widget displays the evolution of the average rating of the top 5 ranked brands over the selected period. If your brand is not in the top 5, it will be represented by a 6th curve.
→ Hovering over the curve will show details such as the period, average rating, and the number of reviews.
If you want to download the graph, click on the download icon at the top right of the widget, and select the desired format (PDF or PNG).
TIPS :
To facilitate readability, you can mask the curves on any graph type widget, by clicking on the item you wish to mask in the legend. The curve will then be hidden from the graph, and the item will be greyed. If you wish to unmask it, simply click on the item again.
You have arrows on both ends of the “Evolution top 5” widget that update the periods over which the data is displayed. The left arrow allows you to show the information for the previous periods, and the right arrow for the following periods.