Creating a Custom Category

Location: Market Research > Industry Research > Industry Overview > + New Category

Creating a custom category allows you how to analyze your market by creating a personalized view using the Custom Categories feature. You can create a personal, fully customizable category. You can group up to 100 different websites together and create a unique category in the Web Category Analysis module. Access the same sections and metrics available for the 250+ pre-made categories that already exist in SimilarWeb.

To create a custom category:

  1. Click + New Category.

  2. Provide a name for your custom category.

  3. Enter or paste one or more websites.

  4. In the List type dropdown, select either General Category or Partner List.

  5. When finished, click Save.

Category Analysis includes data for:


  • Top websites: The list of domains from the custom category that are sorted by their rank, based on SimilarWeb’s Website Rank algorithm (a combination of monthly visits and engagement).

  • Leaders by source: The custom category leaders according to each traffic source (referrals, search, social, display ads, direct and mail).

Industry Index

  • Overview: An overview of the custom category.

  • Category share: Distribution of traffic share of the websites within the custom category, over time.

  • Traffic sources: The custom category's traffic source distribution.

  • Top keywords: List of keywords sending traffic to the custom category from paid and organic search.

Some of the ways that you can use custom categories:

  • Competitive analysis: Analyze direct competitors in your specific niche or category

  • Customer prospecting: Spot up and coming players or brands with high market demand

  • Blue-chip benchmarking: Discover how the most successful players are winning the market

  • Brand performance: Group different web properties belonging to a specific entity (e.g.,,, etc.

  • Partner performance: Track the performance of your suppliers, customers or affiliates

Business use cases:

  • The business strategy team at a US-based e-commerce website wishes to expand into new markets overseas and decides to use eBay as its model. By building a custom category containing a selection of eBay’s TLDs, the team can obtain an overview of the international eBay market and discover insights like market size, key growth strategies and users’ interests and engagement. All this is tracked going back up to 12 months. Based on this, the team can identify which markets to expand into, and create a market penetration strategy.

  • The marketing team for a new classroom management app wants to advertise on high-end education publishers. The team creates a custom category containing 20 publisher sites, enabling them to identify the best-performing publishers in the group based on traffic share and engagement, in addition to understanding the traffic sources and their quality for each site, and for the group as a whole. They can also identify publishers that have increased in rank from the previous month, which indicates that their engagement and traffic is improving. Based on this information, the team can close in on those publishers that are worth the company’s advertising budget, improving their chances for positive ROI.

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