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 Deduplication Audience mean?

As people are increasingly using multiple devices on the internet, we have added this feature to allow a more granular representation. Now, visitors aren’t just counted when they visit a site, but rather they are counted every time they visit via a new device throughout the day. 

A duplicate is an identical copy of something. When measuring a user’s interaction with a site, it’s often helpful to deduplicate — in other words, to remove duplicate activity. With the deduplicated audience metric, you can measure the actual number of people visiting a site across multiple devices. 

 

Who is this for and which insights can I extract from this metric?

Deduplication eliminates redundant data across devices, highlighting the number of individuals who actually visited a site. The metric enables our clients to gain insight into the actual number of people visiting a site across desktop and mobile web - facilitating a more accurate audience analysis and delivering a clearer understanding of audience reach and loyalty. 

Pro Tip:

A high percentage of deduplicated audience is a positive sign because deduplicated audience indicates engaged users and platform stickiness. 

 

Where can you find this feature?

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

  • Website Analysis > Traffic & Engagement
  • Website Analysis > Website Performance [coming soon]

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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 to use it 

  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. 

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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.

A high percentage of deduplicated audience is a positive sign because deduplicated audience indicates engaged users and platform stickiness. 

Traffic & Engagement in Compare 

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

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When in compare mode, you can only see the trend line with the sum of deduplicated audiences (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.













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