What do you actually check on your competitors — and how often?

I'm launching Spyline here on Oct 20. Before that, honest question for founders: when you look at a competitor, what do you look at? Pricing page? Job posts? Their changelog?

I built Spyline because at my last company we found out about a competitor's new location from a customer, not from anyone on our team. It now watches pricing, blogs, careers, sitemaps and new landing pages every 6 hours and sends one email a day.