There are many tools you can use. Some of the tools will need a payment if you are interested in digging right deep into insights. Let's begin with the following.
"Similarweb:" This tool has become the flagship for competitor analysis as it allows you to analyze multiple sections and areas of your competitor activities, marketing strategy and compare it to your own. It helps you to discover gaps in your marketing campaign(s).
Semrush: They offer free account but it is basic. You will definitely need to upgrade to make good use of this tool. It will give you insights into your competitors keywords, advertising, backlinks. This is just the surface so there is a lot more to do with the tool.
Ahrefs: This is another powerful to give you details into your competition, allowing you to monitor your competitors and their competitor from many angles.
Moz tools
et al. There are plenty more out there but i will leave it at this level. Hope these tools can help you to move even one step further. I have no qualms about what they can do