Creating a Custom Industry

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

How to Use

To create a custom industry:

  1. From Web Industry Analysis, click + Custom Industry.

  2. Provide a name for your custom industry.

  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.

Industry Overview includes data for:

  • Top Websites: List of domains from the custom industry sorted by their rank, based on SimilarWeb’s Website Rank algorithm (a combination of monthly visits and engagement).

  • Device Distribution: Percent of incoming traffic from desktop vs. mobile web.

  • Total Visits: Sum of all visits for the selected period. This helps you understand the total audience reach of your prospect vs. their main competitors. Click on the % icon to view their relative traffic share for the time period.

  • Monthly visits: Sum of all visits (non-unique, desktop & mobile) per month.

  • Visit Duration: Average duration of the visit in hours, minutes, and seconds. Note: This average includes bounced visits.

  • Pages/Visit: Average pages per visit for the selected time period. More pages per visit often indicate that users are highly engaged and willing to explore more of the site.

  • Bounce Rate: Percentage of visitors who enter a site and then leave after visiting only one page. For more information, see our Glossary.

  • Top Countries: Represents the top five countries sending traffic to the specific industry.

  • Custom industries: List of the top custom industries.

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.


Market Research > Industry Research > Web Industry Analysis

Try it now!

Was this article helpful?
2 out of 2 found this helpful

Other articles you might like