TL;DR — Open Compare > By Funnel and switch across the TOFU, MOFU, and BOFU tabs to find where your competitive ranking drops most. Drill into the GEO Matrix filtered by that funnel stage to identify the exact topic-provider cells where competitors outperform you. Use Strategy > Content Opportunities filtered to your weakest stage to get specific content recommendations. Pro tip: fix the most-searched topic within your weakest funnel stage first — topic priority beats stage priority for impact.
The Question
“Where in the funnel am I losing to competitors?”Not all competitive gaps are created equal. Losing at TOFU means AI is not introducing your brand during awareness conversations. Losing at MOFU means AI is excluding you from shortlists when users are actively evaluating. Losing at BOFU means AI is redirecting conversion-ready users to competitors at the last moment. Each stage requires a different fix, and treating them the same wastes time and budget. Qwairy’s funnel-level comparison tools let you identify the specific stage where your competitive position breaks down. You might also be wondering:
- “On which AI providers am I losing the most market share by funnel stage?”
- “Which competitors are winning the funnel stages where I am weakest?”
- “What content do I need to close the funnel gap with my top competitor?”
Where to Go in Qwairy
Start here: Compare > By Funnel (TOFU/MOFU/BOFU tabs)
Navigate to Overview > Compare and select the By Funnel view.
Each tab — TOFU, MOFU, BOFU — shows a ranked competitive table with your brand and all tracked competitors scored by their average Brand Mention Visibility for that funnel stage.
Compare your score across the three tabs: where is your relative position strongest and where does it collapse? The biggest drop between tabs marks your highest-priority funnel stage.
Go deeper: Overview > GEO Matrix (funnel breakdown)
Return to Overview > GEO Matrix and cycle through the TOFU, MOFU, and BOFU filters.
For each stage, identify the specific topic-provider cells where competitors are visible and you are not.
This topic-level breakdown tells you not just which funnel stage you are losing, but which topics within that stage are the most critical competitive gaps.
Complete the picture: Content Opportunities + Shared Views
Navigate to Strategy > Content Opportunities and filter by the funnel stage where your competitive gap is largest.
The tool identifies specific content themes and formats that are driving competitor citations at that stage but are absent from your domain.
Use Workspace > Shares to create a locked matrix view scoped to your worst funnel stage and share it with your content and SEO teams as an ongoing performance benchmark.
What to Look For
Compare > By Funnel — Stage-by-Stage Competitive Ranking
The funnel comparison view is the fastest way to locate your competitive leak. Read across the three tabs as a story: TOFU tells you where the category conversation starts, MOFU tells you where the shortlist forms, BOFU tells you where the sale goes. Your position in each tab relative to competitors reveals the narrative arc AI is constructing about your industry.| Element | What it tells you |
|---|---|
| Your TOFU rank vs competitors | Whether AI introduces competitors before you in awareness conversations |
| Your MOFU rank vs competitors | Whether AI includes competitors but not you when users are evaluating options |
| Your BOFU rank vs competitors | Whether AI recommends competitors at the final purchase-decision moment |
| Rank delta TOFU→BOFU | If your rank improves from TOFU to BOFU, you are a “conversion brand” — known when users are ready to buy but weak on awareness |
| Competitor who leads each stage | Identifies which competitor to study for content and citation strategy at each funnel stage |
GEO Matrix — Topic-Level Funnel Gap Analysis
The matrix filtered by funnel stage transforms the summary comparison into a specific action list. Instead of “we are losing at MOFU”, you can see “we are losing at MOFU on three specific topics: enterprise pricing comparison, security certifications comparison, and integration ecosystem comparison — all on ChatGPT specifically.”Pro Tip: Build your funnel remediation plan in topic priority order, not stage priority order. Fixing the MOFU gap on your most-searched category topic will have more impact than fixing a minor TOFU gap on a niche topic, even if MOFU is your overall weaker stage.
Filters That Help
| Filter | How to use it for this question |
|---|---|
| Funnel Stage | Switch between TOFU, MOFU, and BOFU to build the complete competitive picture |
| Provider | Identify whether your competitive gaps are platform-wide or specific to one AI model |
| Competitor | Isolate your primary competitor to understand exactly which funnel stages they dominate |
How to Interpret the Results
Good result
Your brand ranks within 10 percentage points of your top competitor across all three funnel stages, with no stage where you drop below 30% Brand Mention Visibility. Even if a competitor leads you at TOFU, you maintain strong MOFU and BOFU presence — meaning you may lose early awareness but hold your own at the decision stages that convert.Needs attention
A drop of more than 25 percentage points from one funnel stage to the next, or a situation where you rank first at TOFU (AI introduces you as a category authority) but drop to third or fourth at MOFU and BOFU (AI stops recommending you once users are ready to choose). This “awareness without conversion” pattern is common for established brands that have invested in thought leadership but not in transactional content and third-party reviews.Example
Scenario: Your fitness and wellness app has strong brand recognition but a newer competitor with fewer downloads is consistently winning AI-driven signups. You want to find where in the funnel you are losing ground.
- Open Compare > By Funnel. TOFU tab: you rank 1st with 61% visibility, competitor at 19%. MOFU tab: you rank 2nd with 38% visibility, competitor has jumped to 52%. BOFU tab: you rank 4th with 21% visibility, competitor leads at 67%.
- Navigate to Overview > GEO Matrix with BOFU filter. The competitor outscores you on every BOFU cell related to “fitness app pricing”, “best workout app free trial”, and “wellness app for beginners subscription”. Click into those prompts in Visibility > Responses — the competitor is mentioned with specific features (personalized workout plans, AI coaching, 14-day free trial) in every response. Your brand is mentioned but described generically as “a popular fitness app” without details on pricing or standout features.
- Open Strategy > Content Opportunities filtered to BOFU. It flags that your app store listing content is not being crawled, your pricing page lacks structured Product and Offer schema, and no health and fitness review site that AI cites for BOFU queries has published an updated review of your latest version. Create a dedicated web pricing page with schema markup, publish a feature comparison landing page, and initiate outreach to the two top-cited wellness review platforms for your category.
Go Further
Full-funnel competition dashboard
Build a full-funnel competitive analysis dashboard in Looker Studio using the competitor-metrics data source
Track funnel competition via API
Use the competitors endpoint to programmatically track competitive positioning at each funnel stage
Share funnel gaps with your growth team
Create a shared view of funnel-stage competitive gaps for your growth or demand-gen team
Related Questions
What is my share of voice vs competitors?
Overall competitive visibility before breaking it down by funnel stage
How visible is my brand at the top of the funnel in AI search?
Deep dive into the TOFU stage specifically
How do I compare against competitors by AI provider?
Layer provider analysis onto the funnel stage comparison