What do blizzard take into account when giving ranks after placement matches...?

Basically, how come myself and a friend played all our placement matches together, won and lost the same amount of games, yet he got gold and i got silver (he was not a higher rank than me in previous seasons, in fact he had not played ranked at all)? what do blizzard take into consideration when determining ranks because its obviously not just your win/lose rate, thanks.

Since it was his first ever comp, that’s just where his MMR said he deserves to be at.
You on the other hand would just continue from your last season SR. Placements are nothing but a start of a new season. It’s not a reset, it’s a continuation. But it can place you +/- 500 SR from your last SR depending on how you do.

See How Competitive Skill Rating Works (Season 11) especially the Season Transitions section. If the account is new, see Skill Rating → New Accounts.

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