The Scenario
You inherited a competitive intelligence tracker. Column A has 80 product page URLs — your main competitor's full catalog — and columns B through D are supposed to hold the product name, current price, and top three feature bullets. The previous analyst scraped them manually, three months ago.
The product team needs the refreshed data by Thursday for a feature positioning meeting. You open the tracker. The prices in column C are three months stale.
The bad version:
- Open each URL one by one, read the page, type the price into column C, copy the bullet list into column D
- Discover that twelve pages have restructured their layout since the last scrape — the feature bullets are now in an accordion you have to click open
- Finish 40 rows on Tuesday, realize you have 40 more, and accept that Thursday is going to involve staying late
Thursday's meeting is a strategic conversation, not a data entry session. The product team doesn't need you to explain that the tracker was stale — they need the analysis.
The Easy Way: One Prompt in SheetXAI
SheetXAI is an AI agent that lives inside your Google Sheet. It reads your data, understands the structure, and through its built-in Firecrawl integration it can scrape every URL in your column and write the extracted fields back — no script, no automation tool, no manual page-by-page pass. You describe what you need and it does the scrape.
For each URL in column A of my "Competitor Products" tab, use Firecrawl to scrape the page and extract the product name into column B, the listed price into column C, and the first three feature bullet points into column D. Flag any URL that returned an error in column E.
What You Get
- Column B filled with the product name as it appears in the page's H1 or title tag
- Column C with the current listed price, formatted as it appeared on the page
- Column D with up to three feature bullets concatenated — one cell per row
- Column E with an error flag for any URL that returned a 404 or unexpected page structure, so nothing is silently skipped
What If the Data Is Not Quite Ready
The prices are formatted inconsistently — some show "$99/mo", some "USD 99.00", some "€89"
For each URL in column A, scrape the page with Firecrawl, extract the price as-is into column C, then normalize column C so that all prices show as a decimal number in USD — use the exchange rate in cell G1 for EUR values — and flag any row where the currency couldn't be determined in column E
Some pages have no feature bullets — they use a paragraph description instead
Scrape all URLs in column A with Firecrawl. For pages with a bullet-format feature list, write the first three bullets into column D. For pages with only paragraph text, extract the first sentence of the product description instead and mark column E as "prose" so I can review those rows separately
The competitor product catalog spans two tabs — "Core Products" in tab 1 and "Add-Ons" in tab 2, each with their own URL column in column A
Scrape all URLs from column A in the "Core Products" tab and write extracted data into columns B, C, D of that tab. Then do the same for column A in the "Add-Ons" tab. Write results into columns B, C, D of the "Add-Ons" tab. Use the same field schema for both: product name, price, and top three feature bullets.
The whole pipeline: deduplicate, scrape, compare against last quarter
First, remove any duplicate URLs in column A across both tabs, keeping the first occurrence. Then scrape all remaining URLs with Firecrawl and extract product name, price, and top three feature bullets into columns B, C, D. Finally, compare the new prices in column C against the previous prices in column F and write the difference (positive or negative) into column G. Flag any product where the price changed by more than 10% in column H.
One instruction handles the cleanup, the scrape, and the comparison — no intermediate exports, no separate steps.
Try It
Get the 7-day free trial of SheetXAI and open your competitor tracker, then ask it to refresh every price and feature list in the URL column. Link to the hub: How to Connect Firecrawl to Google Sheets. Also see: Map All Site URLs Into Google Sheets for a Content Audit.