Visits and unique visitors
Similarweb defines a visit as access to one or more pages. Pageviews remain in the same visit until inactivity exceeds 30 minutes; returning afterwards starts another visit. A new visit also starts at midnight. See its Total Visits definition.
Unique visitors measures audience within the selected country and period. A repeat visitor can count once in a monthly audience figure but appear on several days in a daily view. Similarweb’s All traffic adds desktop and mobile-web unique visitors without deduplicating between those devices. The unique-visitor documentation explains that distinction.
Keep the full label when sharing a figure. The glossary entries for visits and unique visitors provide short definitions.
The denominator behind Traffic Share
Traffic Share depends on the view. Similarweb publishes these denominators in its Traffic Share definition:
| View | Numerator | Denominator |
|---|---|---|
| Website | Traffic to the selected site | Total traffic to the selected competitive set |
| Marketing channel | Traffic generated by that channel | All traffic to the site |
| Keyword | Traffic generated by that keyword | All search traffic to the site |
Arithmetic example: 10 visits out of 100 are 10%; the same 10 out of 50 are 20%. The share rises while the visit count stays unchanged. These are illustrative inputs, not a campaign result.
Before comparing percentages, match the view, selected sites and filters. Use the Traffic Share glossary entry to label the denominator explicitly.
Direct, Referral and engagement
The channel label describes Similarweb’s classification:
| Channel | Meaning |
|---|---|
| Direct | Traffic through a typed URL, bookmark or saved link. |
| Referral | Traffic from other websites, including affiliate links, content partners and news coverage. |
These definitions follow Direct Traffic and Incoming Traffic. A channel total alone does not identify the contribution of one campaign.
For the whole-site Bounce Rate, Similarweb divides single-page visits by all visits in the period and multiplies by 100. Its bounce-rate guidance explains why interpretation depends on the site’s purpose.
Read Avg. Visit Duration and Pages/Visit alongside volume in Traffic and Engagement. Keep the full metric names rather than replacing them with a general quality score. A short reference is available in the Similarweb bounce-rate definition.
How to check and save the report context
For a Traffic and Engagement comparison, follow the official report setup:
- Open Website Research, choose Website Analysis and enter the domain. Navigate to Traffic and Engagement.
- Set the period, country and device coverage. Record whether subdomains are included.
- Save whether the view uses absolute numbers or percentages. For a share, also record the comparison set.
- Keep the metric, unit, value and capture date with those settings before taking the next reading.
If a figure is unavailable, use the guide to why Similarweb shows “Not enough data”. For comparisons with other platforms, start with the traffic report comparison. For the ranking measure, see how Similarweb rank works.
To discuss an Extcorp campaign, send the chosen measure and settings through the Similarweb traffic service. See current traffic pricing and the free test for campaign terms.
Free test: 10,000 sessions in 5 daysExtcorp is not affiliated with Similarweb, Semrush or Google.