Keeping tabs on what tech your competitors are using isn't just for nosy developers. Marketers, founders, and product folks can all get real insight from knowing if a rival just added live chat, swapped their analytics platform, or quietly started using a new A/B testing tool.
But let’s be honest: doing this by hand is boring, easy to forget, and the “just check every so often” method almost never works. That’s where tools like Wappalyzer come in handy—they automate the grunt work so you can actually notice what changes (and when).
This guide shows you, step by step, how to set up and use Wappalyzer to track tech changes on competitor websites, what to watch out for, what’s actually useful, and what to skip.
Who should bother tracking competitor tech?
- Marketers: Spot new tools for lead capture or personalization before your team falls behind.
- Founders/Product managers: Find out if a competitor is investing in new infrastructure or copying your stack.
- Developers: Get a heads-up on frameworks or libraries your peers are betting on.
If you want to stay sharp—and avoid being surprised by a competitor's sudden facelift or improved conversion funnel—this is for you.
Step 1: Decide what you want to track (and why)
Don’t just track everything because you can. Ask yourself: - Which competitors are actually relevant? - Are you looking for big changes (like a new e-commerce platform) or small tweaks (like swapping tracking pixels)? - Does it matter if you know they switched from Google Analytics to Plausible, or is that just trivia?
Pro tip:
Focus on the rivals who actually impact your market. Tracking every possible competitor is a recipe for noise and wasted time.
Step 2: Get set up with Wappalyzer
Wappalyzer comes in a few flavors: - Browser Extension (Chrome, Firefox, Edge): Quick checks and spot research. - Online Dashboard: For recurring monitoring and historical tracking. - APIs: Bulk or programmatic checks (not necessary for most users).
For ongoing tracking, skip the browser plugin and use the dashboard—it’s just easier to manage and review changes over time.
How to get started:
-
Create a Wappalyzer account.
Go to [wappalyzer.html] and sign up. There's a free plan, but tech change tracking is a paid feature. Decide if the cost is justified for you or your team. -
Pick your plan.
If you only want the basics, see what the free tier gets you. For tech change alerts and bulk monitoring, the paid plan is required. Prices change, so check before you commit. -
Familiarize yourself with the dashboard.
Click around. It’s not fancy, but it’s straightforward: add sites, see what tech they use, view history, and set up notifications.
Step 3: Add competitor sites
- List your key competitors.
Don’t go overboard—a handful is plenty. - Add their URLs to Wappalyzer.
In the dashboard, there’s usually an “Add” or “Monitor” button. Paste the URLs in. - Double-check for subdomains.
Some companies use subdomains for special tools (like shop.brand.com or blog.brand.com). If that matters to you, add those too.
What to ignore:
Don’t bother with competitors who never change anything or whose tech stack is irrelevant to your goals. You’ll just waste bandwidth and brain cycles.
Step 4: Set up change alerts
The whole point is not having to check manually. Here’s how to automate it:
- Enable email alerts in Wappalyzer’s dashboard. You’ll get a ping when something changes.
- Set the frequency (if available). Don’t go wild—daily updates are overkill. Weekly is usually plenty.
- Some plans let you integrate with Slack or other tools. Nice if you want to keep your team in the loop, but don’t let it become a distraction.
Heads up:
Alerts aren’t always instant. If you’re tracking something time-sensitive, Wappalyzer isn’t surgical. But for most use cases, a lag of a day or two is fine.
Step 5: Make sense of the data
Not every tech change matters. Here’s how to separate the signal from the noise:
What’s worth noticing:
- Major platform shifts: Switching e-commerce engines, CMS, analytics, or payment providers.
- Adding/removing key tools: Live chat, personalization engines, A/B testing, customer support widgets.
- Unusual trends: Lots of new tools in a short time might mean a big redesign or new product push.
What’s not worth stressing over:
- Minor JavaScript libraries: Most sites have a mess of tiny dependencies.
- Ad networks and trackers: These come and go constantly, often without any strategic intent.
- CDN or hosting tweaks: Unless you’re competing on speed or infrastructure, you can usually skip this.
Pro tip:
If you see a change and wonder “So what?”—it’s probably not worth your time.
Step 6: Build a simple tracking workflow
You don’t need a fancy system. Here’s a no-nonsense way to make competitor tech tracking useful:
- Weekly or bi-weekly scan:
Check your Wappalyzer alerts. Is anything interesting or unexpected? - Log noteworthy changes:
Keep a shared doc or spreadsheet with date, site, change, and why it might matter. - Discuss with your team:
If you spot a big shift (like a competitor launching a new customer support tool), bring it up in your next team meeting or Slack channel. - Decide on action (or inaction):
Most changes won’t need a response. But if you spot a pattern—like several rivals adding the same tool—it might be time to investigate.
Step 7: Know the limits (and don’t get fooled)
Wappalyzer is pretty good, but it’s not magic. Here are its main blind spots:
- Detection isn’t perfect:
If a tool is loaded server-side or hidden behind a custom setup, Wappalyzer might miss it. - False positives happen:
Sometimes it thinks a site runs on Shopify when it’s just referencing an old script. - No context:
Wappalyzer tells you what changed, not why. Don’t jump to conclusions.
Reality check:
No tool will give you a complete, perfectly accurate picture of a competitor’s tech stack. Use the data as a nudge, not gospel.
Step 8: Don’t get obsessed—use what’s helpful
Competitor tech tracking is a piece of the puzzle, not the whole game. Keep it simple:
- Don’t panic if a rival adds a tool you’re not using.
- Don’t waste hours chasing every minor tech change.
- Do look for trends—and ask yourself if they actually matter to your customers.
Wrap-up: Keep it simple, stay curious
Tracking competitor tech with Wappalyzer is dead simple, but only if you focus on what matters and don’t get lost in the weeds. Set up alerts, check them regularly, and use what you learn to inform—not dictate—your next moves. Iterate as you go, and don’t be afraid to ignore the noise.
If you find yourself spending more time tracking than building, it’s time to dial it back. Simple beats fancy, every time.