In this article
Discover the marketing channels sending the most traffic to you and your competitors to help you build a winning marketing strategy.
Similarweb's fresh and reliable metrics cover a span of marketing channels and reveal the quantity and quality of traffic sent to a site(s) per traffic source.
The Marketing Channels overview page is packed full of valuable metrics and insights for each marketing channel. See what channels you are winning and where you may have opportunities to grow your traffic share, evaluate engagement and quality of traffic, and look for trends over time. Use these insights to guide how to create your channel strategy.
Using the insights:
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Evaluate your website's digital performance by analyzing web traffic volume and engagement metrics across marketing channels.
- Plan and prioritize marketing resources by analyzing the leading channels generating traffic for your competitors and industry leaders.
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Get an overview of brand awareness by looking at direct and organic traffic sources.
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View geographical market shares by setting the country filter to focus your analysis on desired markets.
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Evaluate PPC effectiveness by measuring CPC, CTR, quality scores, etc.
- and so much more!
To view the traffic performance of up to 5 websites, follow these steps:
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Go to the Website Analysis module. Enter a website and navigate to the Marketing Channels page.
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To target your analysis,
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Click +Compare to add up to four additional sites.
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Use the filters in the upper right to set the time period, country, and type of traffic (desktop, mobile web, or all traffic) that you would like to analyze.
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Note: For a deeper dive into each channel, click the link to each channel in the overview graph.
With the Channels Overview graph, you can identify the leading channels generating traffic to your website and your competitors. Compare traffic volumes to identify channels where you are losing out to the competition and uncover opportunities to grow your traffic.
Marketing Channels:
Note: The data includes a breakdown of each channels traffic visits, which are truncated to 10,000 results. When you analyze data over a long period of time for a website(s) with a lot of different traffic sources, a minor discrepancy in traffic may be observed (in these instances, it's smaller than 0.05%, much less than half a percent).
Tip: Along with absolute numbers, look at percentages to understand the volume and proportion of traffic driven by each channel. And, benchmark against the industry to see channel traffic relative to the entire industry.
By default, you will be shown the ‘All Traffic’ view which is both Desktop and Mobile traffic combined - giving you an aggregated view of all traffic across marketing channels.
You can drill down into just Desktop traffic or just Mobile traffic to understand which marketing channels are more prominent in driving traffic for the selected domains. Just select from the device filter dropdown.
In Channel Traffic, you can analyze the quality of visitor traffic per channel. Filter the graph by Marketing Channel and engagement metric to get granular with your analysis.
Key metrics & insights:
Marketing Channel Trends
View quick and easy-to-digest insights on significant fluctuations and traffic trends in key marketing channels. The insights can be used as a starting point to begin analyzing traffic changes over time and drill deeper into those changes to understand the ‘why’.
You can also get at-a-glance insights into your competitors’ channel traffic performance.
Marketing channel trends allows you to:
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Understand recent changes in acquisition channels to get actionable insights toward your own digital marketing strategy.
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Stay informed of competitors’ acquisition strategy to ensure competitive advantage.
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Often traffic volume on one channel overshadows all other channels, and it's difficult to gain real insights at a glance - this highlights significant channel movements without having to dig them out.
Notes:
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Insights are calculated, and therefore only visible, for channels that exceed 50,000 visits for the whole time period.
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Increase/decrease insights are displayed if the change is >10% month over month.
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Trend insights are qualified by >5% growth/decline for the previous 3 consecutive months.
Period over Period Comparisons
All Marketing Channel graphs are supported with Period over Period analysis.
This will allow you to see period over period growth/decline of your competitor’s traffic acquisition channels in terms of a percentage. Identify which player is growing in which channel, and gain insight on where there has been more resources or investment made in a particular channel by those competitors.
You will be able to select the desired period to compare against based on your requirements: month over month, quarter over quarter, specific periods, or year over year.
As well as the above, the period over period analysis allows you to:
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See changes in average growth per channel for an industry.
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Show traffic sources that are new for the latest period, traffic sources that are no longer being leveraged, traffic sources that have grown/dropped but are still sending traffic for both periods.
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See growth/decline in absolute numbers and in growth % for engagement metrics per channel.
Try it now! Website Analysis > Enter a website and go to Marketing Channels module.
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