Fireshift / Features / Competitor teardown

Competitor teardown: what rivals count as a conversion

By the Fireshift team · Updated 2026-11-05

A real example

Our first teardown was on Wellows, which agreed to be named. On 4 Nov 2026 it was sending Google 15 conversion actions, one of them firing on every page load. Its strongest competitor sent three: accepted lead, booked meeting, payment.

you      15 Ads conversions · 1 on every page load · login, trial end, 3 clicks
rival A   3 Ads conversions · lead accepted · meeting booked · paid (value)

Same market, same keywords. One account tells Google to find visitors; the other tells it to find accepted leads and payments.

What's in the report

• Every conversion by stage, for you and each competitor: signup or trial, demo, qualified lead from the CRM, paid, and noise (page views, logins, clicks).
• Values: who passes a fixed or variable value, and on which stage.
• The page-by-page journey: a browser visit of home, pricing, signup and demo, with what fires where.
• Stack: Meta, LinkedIn, Reddit, Microsoft Ads, product analytics, server-side GTM, where visible.
• Your fix list, worst first, with the tag and trigger behind each item.

How it works

1. You send your site and up to six competitors.
2. We read each site's public containers (googletagmanager.com/gtm.js?id=GTM-…) and visit its main pages in a headless browser. No forms submitted, no accounts created, no bot-detection workarounds.
3. We sort every Ads conversion tag by its trigger into a stage and write up the comparison.

Doing it by hand: how to read a competitor's GTM container. It takes an afternoon for six sites.

What it tells you, and what it doesn't

It tells you where each competitor's funnel ends for Google: whether they optimise for signups, meetings, qualified leads or revenue. It does not tell you which of their actions are primary, their bids, budgets or conversion rates, or anything they send only server-side. We don't publish or share one company's findings with another.

Price

$149 one-time, by Stripe. If the teardown finds nothing worth fixing, you don't pay. The $149 counts toward a Fix Sprint started within 30 days. Buy the Teardown, $149.

FAQ

Is reading a competitor's GTM container allowed?

It is a file their site sends to every visitor's browser. We read it and the public pages, and go no further: no signups, no form submissions, no logins.

Do all competitors use GTM?

No. Some load the Google tag directly or use Segment. Those files are public too, and a live visit shows what fires.

Can I see a competitor's conversion values?

Only when the value is typed into the tag or set by a variable we can read. Most sites send none.