---
title: How Comparisons Contextualize Your Performance
description: Learn how to compare your locations and brands against competitors, market averages, and retail areas in Almanac.
---

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# How Comparisons Contextualize Your Performance

[**🎥 Watch the video**](https://www.loom.com/share/8fc5feedc0e949a5ae7ff119b438c94a) 

As a market intelligence platform, Comparisons might be the single most important feature to know how to use in Almanac.

**When to use this**

Use Comparisons whenever you want to understand your performance in context — against a specific location, a brand, or a retail area.

**How it works**

At the location level, you can compare a location against a nearby competitor, the brand average, or the mall or retail area it's situated in. At the brand level, you can do the same thing, comparing against a brand, or multiple brands, as a whole.

In the brands section, this interacts with the Store Groups feature. If you filter your locations to West Coast stores, your comparison updates to reflect that filter automatically. Note that this doesn't work if you're using your own custom fields from store matching.

The calculation and selection of comparisons can all be controlled within the Settings drawer. And if you're confident you'll want to use a comparison again, save it — it stays accessible to you or any member of your team.

**Why it matters**

Your internal data only tells you so much. Comparing it against the external market — however you choose to define that — is what lets you understand your relative performance and the wider context you're actually operating in.

**Getting started**

Click Add Comparison to set up your first one, and remember to use the Settings drawer if you want to adjust how it's calculated.

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