Performance Metrics

Use Performance Metrics to analyze Traffic & Engagement and Marketing Channels data to assess, validate, and monitor investments.

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What is the value? 

The Performance Metrics module offers investors a variety of metrics to use to analyze a stock’s performance. 

Traffic and engagement data lets investors analyze online changes on a near real-time basis, allowing them to extract actionable insights on companies and shifting trends across devices, markets, and industries.

Marketing Channel data provides powerful insights into the channel sources that generate traffic to a company’s website. For example:

• The level of direct traffic to a site is a strong indicator of brand strength (awareness and demand)
• The ratio of organic versus paid search results provides insight into the degree and effectiveness of marketing spend from advertising, campaigns, and such. Offering search data as well as conversion data, investors can answer questions like: Is the business growing organically, or is it buying users? What are the latest search trends on Google? What is the percentage of users converting to a sale on a specific website?
• 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.

How to use Performance Metrics

1. Navigate to Similarweb Stock Intelligence > Stocks
2. Enter a stock to analyze in the box in the top left 
3. Scroll to “Performance Metrics” and view Performance Highlights, Traffic and Engagement, or Marketing Channels

Performance Highlights

Performance Highlights show a high-level overview of our core Traffic and Engagement metrics - Total Visits, Unique Visits, Visit Duration, and Bounce Rate. Use this tool to quickly see trends for these metrics over the last 12 months and Year-over-Year change for the stock and its subsidiaries. 

Use this to quickly get an idea of how the sites associated with the stock are performing. 

Traffic and Engagement

Analyze the Traffic and Engagement metrics for a stock and its subsidiaries. This metric offers a detailed breakdown of daily web traffic performance for stocks across their subsidiaries, enhanced with daily data and regional filtering options for deeper insights

1. Select one of the 4 metrics: Total Visits, Unique Visits, Visit Duration, and Bounce Rate
2. Set your parameters
   • Select one of the 4 pre-determined date ranges (6 months, 1 year, 3 years, or year-to-date), or analyze a custom date range
   • Select which region you’d like to analyze (Global, APAC, EMEA, etc.)
   • View traffic trends with different views: Month-over-Month, Quarter-over-Quarter, or with daily and weekly granularity

3. View the performance of the stock as a whole, or breakdown the performance of its subsidiaries  

     Tip: Conducting subsidiary analysis offers valuable insights into revenue diversification, market penetration, and risk management. For instance, when investing in companies like Amazon (AMZN), examining revenue sources like Amazon's ecommerce platform during peak periods like November provides distinct insights compared to AWS, where seasonality factors are less pronounced.

Marketing Channels

Analyze the Marketing Channels data for a stock and its subsidiaries, including a breakdown of each subsidiary’s performance for each marketing channel. 

1. Select your analysis: Subsidiary Traffic, or Channels Traffic                                                       

     Note: Channels traffic offers a breakdown of the marketing channels traffic distribution for each subsidiary individually, while the subsidiary traffic analysis allows you to evaluate specific marketing channels performance for various subsidiaries and combinations of subsidiaries 

2. Set your parameters
   • Select the subsidiary or marketing channel that you’d like to analyze
   • Select one of the 4 pre-determined date ranges (6 months, 1 year, 3 years, or year-to-date), or analyze a custom date range
   • View traffic trends with either the Month-over-Month view or the Quarter-over-Quarter view.