Deduplicated Audience

SimilarWeb enables you to benchmark your Reach using 3 main metrics:

  • Total Visits  - how many visits (=sessions) a site has
  • Monthly Unique Visitors  - how many unique devices visited the site over the past month
  • New! Deduplication Audience - how many unique users visited a site

The Deduplicated Audience metric reveals how many users are driving traffic to a website across multiple devices. 


What does Deduplicated Audience mean?

The Deduplicated Audience metric reveals how many users are driving traffic to a website across devices. As consumers are browsing the internet on multiple devices, this new metric displays a more granular representation of website visitation. Deduplicated Audiences can be considered a proxy for a website’s actual total unique user base.


Who is this for and what insights can be extracted from this metric?

Deduplicated Audience offers insight on the number of users generating website visits, across desktop and mobile web. This facilitates more accurate audience analysis and delivers a clearer understanding of audience reach and loyalty. The metric demonstrates how customers are browsing a website and can therefore indicate where companies should spend their media budget (mobile/desktop/both). 

Pro Tip:

A high percentage of deduplicated audience is a positive sign because deduplicated audience indicates multi-device users which indicates high engagement and platform stickiness. 


Where is this feature located in the platform?

Users can see the Deduplicated Audiences metric on the following pages:

  • Website Analysis > Traffic & Engagement
  • Website Analysis > Website Performance 


Historical Data: Deduplicated Audience will be available from March 2018 

Country Filters: Deduplicated Audience will be available only for countries where we have mobile data for already. 


How is this feature used?

  1. Analyze one or more websites under the Research tab. 
  2. In the sidebar, click on Traffic and Engagement. 
  3. In the engagement metrics table, click on Deduplicated Audience. 


When hovering over the bars, a tooltip will appear showing the breakdown of devices from which the traffic is coming from. The split between desktop-only users, mobile web only users and those who visited on both will add up to 100% of the audience.

Traffic & Engagement in Compare 

When comparing websites, users can see this metric in the Engagement table where MUV and other visitation & engagement metrics appear. 


When in compare mode, you can only see the trend line with the sum of deduplicated audiences (it's not broken down by device).

On the upper right-hand corner, you have the ability to download the data to an excel and png file.

Pro Tips: 

The Deduplicated Audience metric is not available on a daily or weekly granularity and as such, in the 'Last 28 days' time frame, Deduplicated Audience data won't be available. Furthermore, Deduplicated Audience data is only available when looking at 'All Traffic' so you won't see data for desktop and mobile web separately.

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