Similarweb
Competitive IntelligenceMarket intelligence platform for competitive traffic analysis
Overview
Similarweb has established itself as the go-to platform for digital market intelligence since 2007, serving over 100,000 customers from agencies to Fortune 500 companies. The platform combines panel data from millions of users, ISP partnerships, and public web crawling to estimate website traffic and competitive metrics across 190 countries.
Unlike pure SEO tools that focus primarily on search performance, Similarweb provides a complete picture of digital marketing success. It tracks traffic from all channels — organic search, paid ads, social media, email, and direct visits — making it valuable for understanding the full competitive landscape. This broader scope sets it apart from tools like SpyFu or SEMrush, which lean heavily on search-focused metrics.
The platform's strength lies in its ability to reverse-engineer competitor strategies without requiring access to their analytics. While tools like Google Analytics show you your own performance, Similarweb reveals what your competitors are doing right — and wrong.
Key features
Website Traffic Analysis
Estimates monthly visits, traffic sources, and engagement metrics for any domain. Uses a mix of panel data, ISP data, and public sources to model traffic patterns.
Competitive Benchmarking
Compare multiple websites side-by-side across traffic, audience, and marketing channels. Identify market leaders and track competitive positioning over time.
Audience Intelligence
Reveals demographic data, interests, and browsing behavior of website visitors. Shows audience overlap between competitors and identifies new targeting opportunities.
Traffic Sources Breakdown
Detailed analysis of organic search, paid search, social media, referrals, and direct traffic. Includes top keywords driving traffic and referring domains.
Market Research Tools
Industry analysis showing market size, top players, and growth trends. Helps identify emerging competitors and market opportunities across verticals.
Mobile App Intelligence
Download estimates, user engagement metrics, and competitive analysis for mobile apps. Tracks app store rankings and identifies successful app marketing strategies.
Keyword Gap Analysis
Compares keyword strategies between competitors, showing opportunities where rivals rank but you don't. Integrates with traffic data to prioritize high-impact keywords.
Sales Intelligence
Technology stack detection, company profiles, and lead generation tools. Identifies prospects based on website traffic patterns and technology usage.
Pricing
| Plan | Price | Includes |
|---|---|---|
| Free | $0 | Limited website analysis, 5 results per metric, basic traffic data |
| Starter | $149/mo | 3 months of data, 100 websites, mobile web traffic, audience interests |
| Professional | $399/mo | 15 months of data, 1,000 websites, app intelligence, keyword analysis |
| Team | $999/mo | 24 months of data, 10,000 websites, conversion data, API access |
| Enterprise | Custom | Custom data retention, unlimited websites, dedicated support, custom integrations |
FAQ
How accurate is Similarweb's traffic data?
Similarweb combines multiple data sources including ISP data and user panels, but accuracy varies by site size and geography. Large sites typically show 70-80% accuracy, while smaller sites can have significant variance.
Can I export data from Similarweb for reporting?
Yes, Professional plans and above include Excel exports, and Team plans add API access. Free and Starter plans have limited export capabilities with watermarked reports.
Does Similarweb show social media traffic sources?
Yes, it breaks down traffic from major social platforms including Facebook, Twitter, YouTube, and others. However, it may not capture all social referrals due to tracking limitations.
How far back does Similarweb's historical data go?
Historical data availability depends on your plan. Starter includes 3 months, Professional has 15 months, Team provides 24 months, and Enterprise offers custom retention periods.
Can Similarweb track my competitors' paid advertising spend?
Similarweb estimates paid search traffic volume and shows which keywords competitors bid on, but doesn't provide actual ad spend amounts. It focuses on traffic patterns rather than budget data.
How does Similarweb compare?
View all comparisons →Review Sentiment
1,214 reviews across 2 sources
Bottom line
Start free, upgrade if it clicks. Similarweb earns a 4.5/5 for most comprehensive website traffic estimation tool, with paid plans from $149/mo. The most common criticism: traffic estimates can be significantly off for niche or low-traffic websites.
People love
- +Most comprehensive website traffic estimation tool for competitive benchmarking
- +Traffic source breakdown reveals competitors' channel mix and referring domains
- +Industry benchmarking shows how your site performs relative to category peers
Common complaints
- –Traffic estimates can be significantly off for niche or low-traffic websites
- –Starting at $149/mo makes it one of the more expensive competitive intelligence tools
- –Value-for-money rating of 4.2 suggests pricing is a concern for many users
🟠Reddit sentiment
mixed12 threads in r/SEO, r/bigseo, r/digital_marketing
“SimilarWeb has rather accurate traffic source distribution, sufficient for estimating website traffic size over time”
r/SEO· 34 pts
“Good for enterprise-level trends but no longer delivers the granularity needed for tactical SEO decisions”
r/bigseo· 28 pts
🔵𝕏 sentiment
mixed9 posts
“SimilarWeb named market leader in Enterprise Competitive Intelligence and SEO Tools on G2”
@Similarweb· 187 likes
“Billing issues and rising costs make SimilarWeb hard to justify for mid-tier customers”
@SEOconsultant· 43 likes
Last updated Feb 2026