Viewing Marketing Channels

Location: Research > Website Analysis > Traffic > Marketing Channels

SimilarWeb PRO marketing mix enables you to uncover the quantity and quality of traffic sent to a brand per traffic channel.

With the marketing mix, you can:

  • Gain an overview of a brand’s marketing strategy over time

  • Plan and prioritize marketing resources by analyzing the leading channels generating traffic for competitors and industry leaders

  • Evaluate the quality of visitor traffic each channel generates over time

To build your analysis:

  1. From Website Analysis, enter a website you would like to analyze.

  2. Go to Traffic > Marketing Channels.

  3. Click Compare and add up to 4 of your competitors.

  4. You can apply any of the filters to narrow down your list.

In Channels Overview, you can discover the leading channels generating traffic for each site.

In the graph, you can see:

  • Direct: Use this metric to assess a website’s brand strength (awareness and demand).

  • Email: A website that receives a large amount of traffic from email is likely to have a large loyal customer base that engages via an owned mailing list.

  • Referrals: A website that receives a large amount of traffic from referrals is likely to have a strong affiliate strategy or enjoy significant media coverage.

  • Social: A website that generates high and consistent traffic from social networks is likely to have a loyal community of users.

  • Organic Search: Is the site well-optimized for SEO? When there’s a correlation with direct traffic, it indicates strong brand awareness as many of the organic visits generated by branded terms.

  • Paid Search: A website that generates a large amount of traffic from paid search is spending advertising budgets to increase brand awareness or target relevant audiences for specific products.

  • Display Ads: A website that generates a large amount of traffic from display ads is spending advertising budgets to increase brand awareness or target relevant audiences for specific products.

Note: Along with absolute numbers, you can look at percentages to understand volume and proportion of traffic driven by each channel. In addition, you can benchmark to the category to see marketing strategies relative to the entire industry.

In Channel Traffic and Engagement, you can discover the quality of visitor traffic per channel.

In the table, you can see:

  • Traffic Share: Percentage of organic search traffic sent to the website

  • Ave. Visit Duration: Average duration of the visit in hours, minutes, and seconds. Use this to determine how engaged visitors are on a site.

  • Pages/Visits: Search organic traffic sent to the domain over a selected period

  • Bounce Rate: Average bounce rate, which is when the user visits only one page from the organic search. Generally the higher the bounce rate is the less relevant an audience is to a site.

Note: Toggle Month to Date to gain valuable insights. Understand trends to date for traffic and engagement metrics per channel to adjust and optimize your acquisition strategies.

In Traffic Sources, you can see distinct sources driving traffic to your site.

In the table, you can see:

  • Traffic Source: Source that drove traffic to the analyzed website

  • Source Type: Type of source that sent traffic (includes direct, mail, referrals, social networks, search engines, and display ads)

  • Group Traffic Share: Percentage of traffic sent to the category

  • Group Share Split: Percentage breakdown of traffic sent to the analyzed websites

  • Category: Category best describing the domain analyzed

Notes:

  • Organic & paid search are combined to Search

Data is available from Aug 2018 at monthly granularity

Period over Period Comparisons

All Marketing Channel graphs are now supported with Period over Period analysis.

This will allow you to see period over period growth/decline of your Competitor’s Marketing channels in terms of a percentage and will clearly indicate which player is growing in which channel and who is leading and point towards where there has been more resource 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:

  • See changes in average growth per channel for an industry

  • Show traffic sources that are new for latest period, traffic sources that are no longer being leveraged, traffic sources that have grown/dropped but are still sending traffic for both periods

  • See growth/decline in absolute numbers and in growth % for engagement metrics per channel

Now you should be ready to analyze your competitors Marketing Mix!

Read our blog post on The Most Effective Marketing Channels for Your Business to learn more or visit SimilarWeb PRO to get started!

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