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View key traffic metrics and performance insights for your website and benchmark against competitors with the Website Performance page.

What is the value of Website Performance insights?

The Website Performance page provides a broad overview of the key traffic insights for your website, including data on traffic and engagement, visits over time, traffic share by geographic region, top organic and paid search terms, marketing channel traffic distributions, and more.

Use this "at-a-glance" view for a quick and comprehensive competitive analysis of your site's traffic, and add up to 4 competitor sites to gain valuable insights on the landscape of your competition.

How to Use Website Performance

To get a comprehensive view of your traffic insights, analyze the website. Then, add your competitor sites to conduct a competitive analysis of the insights.

  1. Click +Compare to add up to four more sites.

  2. Using the filters in the upper right, set additional data parameters: time period, geographic region, and data type (All Traffic, Desktop, Mobile).

      Note: The country filters available depend on your Similarweb package.

Traffic & Engagement

Visits and ranking metrics and definitions:

Website Performance Traffic and Engagement Insights

Using Key Insights:

  • Total Visits: The sum of all visits to the domain for the selected time period.
  • Device Distribution: Percent of incoming traffic from desktop vs. mobile web.
  • Global Rank: Website Ranking based on the highest sum of monthly unique visitors and pageviews globally.
  • Country Rank: Based on website ranking in the primary website's top country. Rank is defined by the highest sum of monthly unique visitors and page views.
  • Category Rank: Highest sum of monthly unique visitors and page views for the category to which the primary website belongs.

Key Engagement metrics and definitions in Similarweb platform:

Engagement.png
 

Monthly Visits: Sum of all visits (non-unique, desktop & mobile) per month. This is a great metric to understand the overall size of a brand.

Monthly Unique Visitors: Average number of individuals driving traffic to a website.

Visits: Total visits sent to the domain over a selected period.

Deduplicated Audience: Average number of individuals driving traffic to a website across multiple devices (counted only once).

Visit Duration: Average duration of the visit in hours, minutes, and seconds (this average includes bounced visits).

Pages/Visit: Average pages per visit for the selected time period.

Bounce Rate: Percentage of visitors who enter a site and then leave after visiting only one page.

Additional engagement metrics:

Visits over time
Top Countries driving traffic to the analyzed site(s)

  • Use the Visits Over Time graph to view traffic data trends at granular levels: daily, weekly, and monthly.

  • The Geography graph shows the top five countries sending traffic to each of the analyzed websites, and their percentage of total traffic share.

    Focus your strategy on countries you are doing well in, or conversely, put more effort into countries with low numbers.

Marketing Channels

The Channels overview, shows the percentage of incoming traffic from each marketing channel.

Marketing Channels Overview

Key metrics and definitions:

  • Direct: Traffic from users directly entering the URL, using a bookmark or saved link, etc.
  • Email: Traffic sent from web-based email clients such as gmail.com.

      Note: We are able to categorize email traffic when it comes from the URL of a web-based email client. So, if the referring domain is gmail.com, we would categorize that visit as email traffic.

  • Referrals: Referral traffic includes traffic coming to a site through affiliates, links, content partners, and traffic from direct media buying or news coverage.
  • Social: Traffic sent from social media sites, such as Facebook or Reddit.
  • Organic Search: Refers to the search results of a search engine that cannot be influenced by paid advertising. Is the site well-optimized for SEO? When there’s a correlation with direct traffic, it indicates strong brand awareness as many organic visits are generated by branded terms.
  • Paid Search: A website that generates a large amount of traffic from paid search is spending advertising budgets on increasing brand awareness or targeting relevant audiences for specific products.
  • Display Advertising: A website that generates a large amount of traffic from display ads. You can see how competitors are using advertising budgets to increase brand awareness or target relevant audiences for specific products.

Organic/Paid Search Terms

Top organic and paid search terms

See the top organic and paid search terms bringing traffic to the analyzed sites, and the distribution of that traffic among the competitive set for each of these terms.

Tips

  Tip: Use the Keyword insights to easily identify search insights and keyword opportunities. Click View keywords for more in-depth insights with relevant filters applied.

Referrals

See the top websites and categories sending traffic to you and your competitors. Analyze traffic share and the traffic split. Hover of the domain to see the site ranks and monthly visits.

For more information, see Incoming Traffic Insights.

Social Traffic

This section shows the leading social networks that drove traffic to the selected site on desktop. This includes sites like YouTube, Twitter, Facebook, Reddit, Douban, and others.

Display Advertising

This section includes a breakdown of the top advertising networks that delivered ads on desktop and top publishers that referred advertising traffic to the selected website on desktop. It includes percentages indicating the share of total traffic and month-over-month change.

FAQs

Q: What is the difference between Website Analysis and Company Analysis?

A: The Website Analysis section allows you to reveal a site's online marketing strategies, so you can analyze the performance of a specific site. These insights enable you to benchmark performance across all traffic acquisition channels.

With Company Analysis you can define and create any custom company based on the multiple websites or domains they own, and analyze their aggregated digital reach and performance at a company level. You can then define other company entities in a given market and quickly compare their digital performance.

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