Competitor price tracking spreadsheet with a worked example
A competitor price tracking spreadsheet should record the offer you saw, when you saw it and whether it is comparable to your own. A low number without that context can lead to the wrong pricing decision.
The Excel workbook included with this guide has labelled sample rows, editable observation fields and formulas for comparing delivery-inclusive prices. Replace the sample rows with your own offers. The CSV version contains the same example inputs, without the Excel formulas or formatting.
Record one offer observation per row
Use a new row when you check an offer again. Keeping the earlier row preserves what you knew at the time. Overwriting the price and date removes that history.
The workbook groups the fields around the comparison you need to make.
| Field | What to enter |
|---|---|
| Observed at | The date and time you checked the source, in UTC |
| Product and variant | Enough detail to identify the model, size, colour, capacity or pack |
| Competitor URL and seller | The exact public offer and the seller shown |
| Condition and availability | The states shown on that offer |
| Competitor currency, price and shipping | Numeric amounts in one currency. Enter zero shipping only when it is confirmed |
| Your currency, price and shipping | The comparable offer from your store, for the same destination and tax basis |
| Comparable? | Enter "Yes" only after checking the product, offer terms and destination |
| Notes | Record tax treatment, delivery destination, restrictions or uncertainty |
Use the offer-selection checklist before marking a row comparable. The sheet cannot verify a product match or discover a missing delivery charge.
Read the worked example
All offers in this example are invented. They describe a new camera kit with the same model and contents, deliverable to the same destination on the same tax basis.
| Offer | Product price | Shipping | Delivered total | Your total | Your gap |
|---|---|---|---|---|---|
| Retailer A | EUR 180 | EUR 8 | EUR 188 | EUR 200 | EUR 12, or 6.4% |
| Retailer B | EUR 190 | EUR 0 | EUR 190 | EUR 200 | EUR 10, or 5.3% |
| Retailer C | EUR 175 | Unknown | Not calculated | EUR 200 | Not calculated |
The gap is your delivered total minus the competitor's delivered total. The percentage divides that difference by the competitor's total. For retailer A, EUR 12 divided by EUR 188 is about 6.4%. A positive gap means your offer costs more on the entered comparison basis.
The headline price at retailer C looks lowest, but the missing delivery charge prevents a delivered-price comparison. Leave that amount blank until you can confirm it. Zero means confirmed free delivery.
The workbook also includes a different-currency example. It withholds the gap when the currency codes differ. It does not convert currencies or decide whether cross-market offers are equivalent.
Use the formulas without hiding uncertainty
Enter numbers in the price and shipping cells. The workbook calculates each delivered total when both amounts are present. It calculates the gap only when both currencies match, the comparison has been confirmed and both totals are available.
It leaves the percentage blank when the competitor's total is zero, because that percentage has no valid denominator. A negative price or shipping input prevents the affected calculation. Review any missing-input message before using a blank result in a decision.
The Excel file has formulas prepared for 100 observation rows. If you extend it, copy the formula columns into the added rows and check the references. Filter by product, seller or date when reviewing a shortlist. Keep the source URL and notes with the row when sorting.
Decide when to schedule the checks
A manual sheet can work for a small list that you review occasionally. It becomes harder to maintain when you need observations more often than someone can open the pages and record them.
Use the checked URLs as a shortlist for scheduled product-page monitoring. You can follow supported fields over time instead of entering every new observation by hand.
The workbook remains a manual comparison tool. This guide does not provide an automatic import or synchronisation with lookalytic. Keep recording offer terms that the watched page does not expose reliably.