Website Demographic Data FAQs

How does Similarweb collect website demographic data?

Similarweb has access to hundreds of thousands of internal analytics accounts that provide us with their demographic information (age and gender). Similarweb also has the largest and most diverse contributor network in the industry. Combining these data sources enables us to build audience profiles and map out the web by seeing the digital journey of hundreds of millions of users.

How does Google Analytics collect its demographic information?

Google Analytics uses third party DoubleClick cookies to collect demographic information stored in the cookies.

If you show Demographics data, does that mean you collect PII?

No, Demographics data is based on a learning algorithm identifying any website’s demographic profile. Visit Similarweb Data Methodology for more information on how we generate the insights you see with a commitment to privacy.

How accurate is our website demographic data?

Similarweb's model was built using our extensive direct measurement data set combined with our global contributory network.

Similarweb built the model using most of its direct measurement data set; however, it used the remaining subset of this data set for accuracy testing to validate our estimations. The test results were very robust, with only a minor error.

For more information on Similarweb's data accuracy and reliability, visit Is Similarweb's Data Reliable?.

Our demographics data doesn’t include data for those under 18. Does that mean that our other metrics also exclude data from people under 18?

Nope! Our demographics data comes from our learning set, and this data already has minors excluded. Therefore, our models are also excluding this age group. In contrast, our anonymous behavioral data includes people of all ages, but our estimates are based on statistical models about users, not demographics about each user, to maintain our privacy standards.

Is the age distribution of website users calculated using visits or unique visitors?

On the Demographics page, the age distribution refers to unique visitors.

Can I view demographic data for a subdomain?

Yes! We have demographics data for subdomains.

For the full article on Website Demographics, click here.