Event reference

New competitor events

The webhook event for a newly found competitor: every key, which domain is which and an example.

A new competitor event fires when Signals finds a company that looks like a competitor of your company. One company is one event.

eventType: competitor
subEventType: new_competitor
signalType: market.new_competitor (also market.competitor_updated, market.competitor_removed in the schema)
Platform field: competitorResponse (same value as metadata)
Tracker: New competitors
relevance: Always { "status": "unjudged" }

Two domains

competitorResponse.domain is the newly found company. competitor.domain (a common field) is the company whose market is watched: your own website from About you (competitor.name reads like New competitors around …). Do not mix them up.

Fields

competitorResponse

title

string|null

The new competitor's name (Attio).

text

string|null

A one-line description of what the company does.

url

string|null

The company's website.

author

object|null

null for this event.

media

object[]

{ type: 'image' | 'video' | 'document', url: string }. Empty in the example.

metrics

object|null

{ "relevanceScore": number }, the same number as relevanceScore.

domain

string

The domain of the newly found competitor (attio.com).

relevanceScore

number

1 (barely related) to 10 (a direct competitor).

reasoning

string

Why Signals thinks it competes with the tracked company.

Event · new_competitorSample with the exact shape (no real run yet)

json

1{
2  "version": 1,
3  "eventId": "67389e26-7454-4c34-b165-f1b22cc36dcd",
4  "eventType": "competitor",
5  "subEventType": "new_competitor",
6  "action": "new",
7  "signalType": "market.new_competitor",
8  "source": "competitor_discovery",
9  "orgId": "org_3KikADUjsyXrUJ4RJhWpwcp98Yf",
10  "trackerId": "2d99b02c-3c50-4cf4-a804-45caf01bfc4f",
11  "runId": "b5a25a55-79c8-453a-8854-c82ed4736901",
12  "competitor": {
13    "name": "HubSpot",
14    "domain": "hubspot.com",
15    "subjectKey": "hubspot.com|discovery"
16  },
17  "occurredAt": "2026-10-26T13:20:00.000Z",
18  "detectedAt": "2026-10-26T13:20:00.000Z",
19  "sequence": 3,
20  "itemKey": "competitor_discovery-attio.com",
21  "relevance": {
22    "status": "unjudged"
23  },
24  "competitorResponse": {
25    "title": "Attio",
26    "text": "AI-native CRM for startups and scale-ups, positioned as a modern alternative to HubSpot and Salesforce.",
27    "url": "https://attio.com",
28    "author": null,
29    "media": [],
30    "metrics": {
31      "relevanceScore": 8
32    },
33    "domain": "attio.com",
34    "relevanceScore": 8,
35    "reasoning": "Sells a CRM to the same SMB and mid-market buyers and is often compared to HubSpot."
36  },
37  "metadata": {
38    "title": "Attio",
39    "text": "AI-native CRM for startups and scale-ups, positioned as a modern alternative to HubSpot and Salesforce.",
40    "url": "https://attio.com",
41    "author": null,
42    "media": [],
43    "metrics": {
44      "relevanceScore": 8
45    },
46    "domain": "attio.com",
47    "relevanceScore": 8,
48    "reasoning": "Sells a CRM to the same SMB and mid-market buyers and is often compared to HubSpot."
49  }
50}

New competitors tracker

How discovery works.

Event shape

The common fields.