What time zone is our data based on?

All of our data (including API) is based on the time zone: EST without daylight savings, with one exception. Usage Patterns data is corrected for the device's local time, including DST.

Which IP address does Similarweb use?

We don't have a static range of IP addresses in use. It's dynamic and keeps changing. We run on AWS Cloud, so if necessary, the client can use AWS ranges, which can be found here.

How do VPNs affect which country we attribute a website visit to?

We attribute a visit to the country from which we detected their first visit of the day. For example, if someone from country A logs onto their computer and visits a website, and then 5 minutes later connects to their VPN (country B) and visits more websites throughout the day, all website visits for the entire day will be attributed to country A.

When is your monthly data released?

Our monthly data is released by the 10th of the following month. In some cases, it is released sooner.

Why do visits, numbers, and other metrics have decimal places in Excel and the API?

Within the Similarweb platform, our data is based on estimations and algorithms; therefore, the numbers are rounded to the nearest whole number. However, Similarweb shows fractions of numbers instead of rounding to the nearest whole number in the API and when downloading data to Excel.

Is Smart TV included in our data? (i.e., Roku, Tivo, Apple TV, PlayStation)


Why do I now see different data for the same month that I checked in the past?

Generally, when users report seeing different numbers in the past compared to what they see now on Similarweb, the reason is usually a difference in filters used on the platform. For example, if in the past, you were using a specific country filter or device type, and then now you are using different filters.

My site is not listed in the correct industry; how can I change it?

Please reach out to your Account Manager.

How is my default country filter determined? Can I change it?

If you have multiple country filters worldwide, worldwide will be the default active country filter. However, if you don't have worldwide, the default country filter is the first one listed in your subscription Information section under Account Settings.

What is the "Paid Referrals" Ad Network under Ad Monetization?

"Paid Referrals" is just a general phrase to indicate the share of all Ad Networks that were not identified by Similarweb (that did not appear in our list of known Ad Networks).

What is your methodology for Unique Visitors? 

We see a unique ID per device through our anonymous behavioral data, which is translated into a unique user. Unlike other traffic analysis tools, Similarweb does not rely on cookies, which is considered an unstable methodology since cookies are susceptible to being manually or automatically deleted. For that reason, the cookie-based methodology will tend to overestimate unique visits and therefore show a higher number than what you’ll find in Similarweb data.

How do you report on website redirects?

Generally, permanent redirects will count as visits to the site the user ends up on. In cases where we track the redirect, only the final site will be attributed a visit. When we don't see the redirect (because of how it is set up by site architects, i.e., client-side redirects, server-side redirects, changes between HTTP(S) protocols, etc.), both the redirecting and final site will get a visit each.

Social Traffic Questions

Why do I see non-social sites when analyzing social traffic sources? 

Non-social websites can appear in the Marketing Intelligence > Competitive Analysis > Social > Overview section. This is due to indirect social referrals.

This can occur for a number of reasons:

  • Comments widgets of a certain social network that are incorporated in a regular domain.

  • Social news feed incorporated in a regular domain.

  • API integration: Most social networks offer a way of integrating some of their features through an API in non-social networks..

  • Social links in emails: A lot of your social traffic actually comes from links placed in emails, either through content or through social widgets integrated inside email platforms (This one explains why Gmail sometimes appears in this section).

Why can't I see Popular Pages for Social networks? 

Similarweb analyzes websites and apps, not users. Therefore, the Similarweb product does NOT include any Personally Identifiable Information (PII). Our product shows aggregated information for entire websites, apps, and groups of websites. Popular Pages shows the full URL and UTM structure for a page, which often contains PII for Social Networks, therefore we do not show this data.

Does ‘social’ include both paid and organic traffic? 

Currently, 'social' includes only organic traffic. Paid social traffic would fall under 'Display'. This is the reason why you may see YouTube.com or Facebook.com falling under both Social and Display.

How can google.com be a referral on the Incoming Traffic/Referrals page? Shouldn't it always be classified as Search? 

Google.com can sometimes be a referring website. This even happens on Google Analytics, see understanding google[referral].

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