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Segments Marketing Channels

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Identify which marketing channels drive the most engaged traffic to a website segment with Segment Analysis Marketing Channels.

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What is the value?

Analysis of website segments allows you to zoom in on a particular line of business, category, topic, or brand. With Segment Marketing Channels, you can further dissect traffic to a segment to understand which traffic channels are driving the most engaged traffic. Utilize the segment analytics on this page to pinpoint where you may have opportunities to grow your own traffic share, evaluate engagement and quality of traffic, and look for trends over time.

How to use Segments Marketing Channels

To view the marketing channels' performance and traffic and engagement metrics for a website segment, follow these steps:

  1. Go to the Segment Analysis module.

  2. Create a new segment or select an existing segment.

  3. Click Analyze to view traffic data and insights for the segment.

  4. Go to the Marketing Channels page. You’ll find two modules - Channels overview and Marketing channels traffic and engagement. Learn more about the key metrics and insights included in these modules below.

To learn more about creating segments and conducting Segment Analysis, visit Segment Analysis.

Channels Overview

In the Channels overview module, view the marketing channel breakdown for each segment to analyze which traffic sources drive the most engagement.

 

In the Channels Overview graph, you can discover the leading marketing channels generating traffic for each segment.

Key metrics & insights:

  • Direct: Traffic sent from users via: direct URL address entered into a browser, saved bookmarks or any links from outside the browser (i.e. Microsoft Word), Popup ads, Autofill.

  • Email: A website that receives a large amount of traffic from email is likely to have a large loyal customer base that engages via an owned mailing list.

  • External Refferals: A website that receives a large amount of traffic from referrals is likely to have a strong affiliate strategy or enjoy significant media coverage.

  • Social: A website that generates high and consistent traffic from social networks is likely to have a loyal community of users. Note: Traffic from Facebook, via the Facebook Ad Network, is tracked as social traffic.

  • 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 is spending advertising budgets on increasing brand awareness or targeting relevant audiences for specific products.

  • Internal Referrals: Any traffic that did not land initially on the segment but did reach the segment later during the visitor's session is considered an internal referral.

Note: Along with absolute numbers, you can look at percentages to understand the volume and proportion of traffic driven by each channel.

Marketing Channels Traffic and Engagement

 

In Channel Traffic and Engagement, you can discover the quality of visitor traffic per channel.

Key metrics & insights:

  •  

    Traffic Share: Estimated percentage of traffic sent to each of the analyzed domains (or pages) compared to the total website's traffic.

  •  

    Avg. Visit Duration: Average duration of the visit in hours, minutes, and seconds. Longer visits may suggest that visitors interact more extensively with the website, which may mean they find it a rich source of relevant information and knowledge. The more time a visitor spends on the website, the more likely they are to convert. Note: This average includes bounced visits. For more information, see our Glossary.

  •  

    Pages/Visit: Average pages per visit for the selected time period. Remember that for most sites, the goal is to keep users engaged, nurture their interest, and encourage them to take the next step - therefore the greater the Pages/Visit is the more engaged their audience is with their brand.

  •  

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

Note: You can compare each marketing channel against visits, page views, and visit duration in Segment comparison mode.

FAQs

 

Why does Similarweb show higher direct traffic numbers than my direct measurement? 

The direct traffic marketing channel serves as a bucket for referrals that we cannot identify. Similarweb attributes the traffic channel based on what the browser detects. For example, if a user accesses email via an email client (e.g. Outlook), then as far as the browser is concerned, the browser is opened and immediately jumps to a site, thus a direct visit. If, however, that user comes from Gmail.com, Similarweb attributes this traffic as mail.

 

What constitutes “Other Sources” in Marketing Channels?

"Other Sources" can refer to any of the Marketing Channels. Essentially it is a compilation of the data from the other channels that is over our maximum (1,000 sites) that gets truncated for the specific channel.

For example: If a site has over 1000+ referrers then the data from the 1,001st site and on will be classified as “Other Sources.”  Please note that “Other Sources” can be an aggregation of traffic from multiple sources if several of the channels pass the threshold.

Feature Location

Try it now! Segment Analysis > Create a new segment or analyze an existing segment and go to Marketing Channels.

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