When using Similarweb data, you might notice some differences between the data you'll see for a given URL and the figures that the owners of that URL see from direct measurement data tools such as Google Analytics.
This follows on from our review of Similarweb’s Data Methodology.
There are three main reasons why the data you get from direct measurement tools such as Google Analytics may differ from the data shown in the Similarweb Platform.
Different Methodologies
Most businesses use direct measurement tools, such as Google Analytics, to analyze traffic to their own domains. While the technology is usually similar from one tool to the next, the data often varies. This is because of different methodologies used to calculate sessions, session times, and other standard metrics. For example, some methodologies deduplicate visitors which is a method used by Similarweb.
The Human Touch
Trackers and analytics codes can be implemented on websites in different ways. Many tools rely on an imperfect human element. This can result in under-reporting pages where a code has not been properly installed or forgotten altogether on newly published pages. It can also lead to over-reporting when brands add trackers to other widgets, apps, plugins, and email clients, incorporating off-site results along with other figures.
Consistency
When comparing numbers shown by Similarweb to numbers from a direct measurement tool, you need to make sure that your parameters are consistent.
- Are you comparing the same time frame?
- Are you comparing the same devices? E.g., desktop, mobile or both
- Are you comparing the same metrics? E.g., unique visitors vs visits
Similarweb uses a consistent methodology across all of our estimations, measuring all sites in a consistent unified manner.
Read more: Similarweb Vs Google Analytics
Rather than competing against one another, direct measurement data complements Similarweb helping to calibrate for bias and move from sample to estimation by transforming data sources into intelligent estimations across all sites.
Check out this video on how Similarweb and Google Analytics compliment each other, despite the differences.
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