Why does my Direct Measurement data show something different to Similarweb’s data?
It is not possible to compare Direct Measurement data to other Direct Measurement data, let alone Market Intelligence data. This is for the following reasons:
The majority of businesses use Direct Measurement tools to measure and analyze traffic to their own domains. Although the technology is usually similar from one tool to the next, surprisingly, the data often varies. This is because of different methodologies used to calculate sessions, session time, and other simple and standard metrics. For example, some methodologies deduplicate visits and/or remove bot traffic, and others don’t.
The way trackers/ analytics code are implemented on a website is very subjective to each company. For example, over the years, websites add new pages to their site and may forget to implement this code on each new page. Websites sometimes own different sites - their blog, online shop etc. - and could forget to implement code on these sites. Some companies add the tracker to their widgets, apps, browser plugins, and email clients to boost the volume of their visits/page views.
Similarweb uses a sample of data. Meaning, we don’t have every user in the entire world in our panel. Thus, for websites with a small number of visits, our estimations will not be statistically significant accurate. As a general role, for websites with over 100K monthly visits, will feel very comfortable with our estimations.
The Bottom Line
There isn’t a single source of truth: Our findings show that the variance between two direct measurement tools can be as much as 30%. Hence, up to 30% difference between your direct measurement and our estimations, is an acceptable discrepancy.
Similarweb offers a consistent methodology: While businesses choose their own source of truth according to the direct measurement system they use (e.g., Google Analytics, Adobe), Similarweb measures all of these sites in a consistent, unified manner.
The bigger the site, the better our estimations: similar to other panel-based measurement methodologies, the bigger the sample size, the better the accuracy level.
Why do I still see discrepancies between Similarweb numbers and my own analytics?
Make sure the parameters for comparison are the same in both cases:
Are you comparing the same time frame?
Are you comparing the same devices? Total/Desktop/Mobile?
Are you comparing the same metrics? Unique Visitors/Visits?
If you still feel that there are gaps, please speak with us and our data team can investigate further.