Using Sales Intelligence for Google Sheets™ Add-on

The Official Similarweb for Google Sheets™ add-on lets you pull Similarweb Sales Intelligence data directly into your spreadsheets without writing a single line of code. Import company intelligence, traffic data, and engagement metrics to build prospect lists, enrich accounts, and prioritize outreach all inside a tool your team already uses.

Note: This integration requires an active Similarweb subscription with API access. It is included at no additional cost for eligible customers.                                                                                                                                                                                      

Who Is This For?

• Sales reps and SDRs who want to enrich and prioritize prospect lists without leaving their spreadsheet.
• Sales ops and revenue ops teams building automated account scoring or territory planning sheets.
• Account executives researching a list of accounts before a campaign or outreach push.
• Sales managers who need a quick way to qualify a batch of leads; from a conference, a webinar, or an inbound list, before distributing to the team.                                                                       

Requirements
 

1. In Google Sheets™, go to Extensions > Add-ons > Get add-ons, or visit the Google Workspace Marketplace directly.                          

2. Search for "Similarweb" and select The Official Similarweb for Google Sheets™.
3. Click Install and grant the required permissions when prompted.

4. Once installed, the add-on will be available under Extensions > Similarweb in any Google Sheets™ file.

How to Connect Your Account

1. In Google Sheets™, go to Extensions > Similarweb > Launch.
2. When prompted, paste in your Similarweb API key.
3. The add-on will validate your credentials and confirm a successful connection.

Note: Your API key can be found under Settings > API in your Similarweb account. If you don't have API access enabled, contact your Similarweb account manager.

How to Import Data

1. Go to Extensions > Similarweb > Launch to open the query panel.
2. Select the dataset you want to import (e.g. Total Visits, Marketing Channels, Bounce Rate).
3. Enter the domain(s), date range, and any relevant filters.
4. Click Run. Data will populate directly into your active sheet.
5. Use standard Google Sheets™ tools (pivot tables, charts, conditional formatting) to sort, score, and prioritize your accounts.

Available Metrics

• Web Traffic & Engagement
  • Total Visits
  • Page Views
  • Bounce Rate
  • Average Visit Duration
  • Pages per Visit
• Marketing Channels (Organic Search, Paid Search, Direct, Referral, Social, Display, Email)
• Up to 37 months of historical data
• Contacts:
  • Email
  • Phone Number
  • Linkedin Profile
  • Job Title
• Outreach
  • Subject Line
  • Full Body Email
  • Generated Email Text
• Lead Enrichment
  • Company Name
  • Company Domains
  • HQ Location
  • Annual Revenue

See the full list of available metrics here. 

Available Sales Intelligence Formula Functions

In addition to the sidebar query panel, the add-on exposes the following Google Sheets™ formula functions you can use directly in cells: 
 

These functions can be typed directly into any cell, just like a native Google Sheets™ formula, and accept domain or company inputs to return data inline.

Automating Data Refreshes

You can schedule automatic data updates so your account lists and reports stay current without re-running queries manually. Use the scheduling options in the add-on sidebar to set a refresh frequency either daily, weekly, or monthly.

Use Cases

Use Case 1: Qualifying an Inbound or Imported Lead List

Who: SDR team or sales ops receiving a batch of leads from marketing, a webinar, or a third-party list.

Scenario: You've received a list of 50+ company domains and need to quickly determine which are worth pursuing based on company size and online presence, before assigning them to reps.

How:

1. Paste the domain list into a Google Sheet.
2. Pull Total Visits, Bounce Rate, and Traffic Over Time using the Similarweb sidebar.
3. Add a scoring column using Google Sheets™ formulas to rank accounts by traffic volume and growth.
4. Filter out low-traffic or declining accounts and surface the top tier for immediate outreach.
5. Assign prioritized accounts to reps directly from the sheet.

Outcome: A clean, scored lead list ready for distribution without any manual research or platform tab-switching.

Use Case 2: Enriching a Lead List After a Conference

Who: Sales rep or sales ops team following up on event leads.

Scenario: Your team returns from a conference with a spreadsheet of company names and domains. Before reaching out, you want to qualify and prioritize the list based on web traffic and growth signals without manually researching each account.

How:

1. Paste your list of domains into a Google Sheet.
2. Open the Similarweb sidebar via Extensions > Similarweb > Launch.
3. Select Total Visits and Traffic Over Time to assess traffic volume and growth trends per domain.
4. Use conditional formatting to flag high-traffic or fast-growing accounts as top priority.
5. Share the enriched, prioritized sheet with your team before outreach begins.

Outcome: Your team goes into post-event outreach knowing which accounts are worth prioritizing before making a single call.

Use Case 3: Account Research for Territory Planning

Who: Account executive or sales manager preparing for a new quarter or territory assignment.

Scenario: You need to assess the digital footprint of all accounts in your territory to understand where to focus your time and which accounts show the strongest buying signals.

How:

1. List all territory domains in a Google Sheet.
2. Use the sidebar to pull Total Visits, Marketing Channels, and Traffic Over Time.
3. Identify accounts showing traffic growth or increased paid search spend — both signals of active investment and potential buying intent.
4. Build a prioritized account plan directly in the sheet, blending Similarweb data with your own CRM notes or deal stage information.

Outcome: A data-backed territory plan that helps you focus on the accounts most likely to convert this quarter.

FAQ

Do I need to pay separately for the add-on?
No. It is included at no additional cost for Similarweb customers with API access.

What if I don't have API access?
API access is included with all Business and Enterprise plans. If you're on an Individual plan or are unsure whether your account includes API access, contact our sales team to discuss your options.

Can I share sheets with colleagues who don't have the add-on?
Yes. Once data is imported, it behaves like any other spreadsheet data and can be shared freely. Colleagues will need their own installation and API credentials to run new queries or refresh data.

How far back can I pull historical data?
Depending on your subscription level and the dataset selected. The maximum history range available is 37 months. .

Which Google Sheets™ features work with Similarweb data?
All standard features are compatible, including pivot tables, charts, VLOOKUP, conditional formatting, and Google Data Studio connectors.