The Traffic Analytics Overview report allows you to gather estimates on any website’s traffic and make comparisons between up to 5 websites at a time in order to learn more about your rivals' strategies, explore user behavior, and reveal trends in your target market or niche.
The report starts with estimates of the queried website's traffic and engagement. You'll notice a set of bars next to the top filters noting the Estimated Accuracy of the report - which is based on the size of the domain and any filters you have applied (historical data, location, device).
- Visits - an estimate of total visits to the website over the chosen month
- Unique Visitors - an estimate of total unique visits to the website over the chosen month
- Pages/Visit - an estimate of how many pages (on average) a person visits in one session on the website
- Avg. Visit Duration - an average estimate of the amount of time spent on the site during each visit
- Bounce Rate - an estimate of the website’s average bounce rate, or percentage of visitors that leave the website after viewing just one page
The numbers in red or green beside the metrics indicate the change in the metric compared to the previous month.
The time graph below the metrics shows their trends. By default, it is set to the past 6 months but it can also show 12 months or All-Time - dating back to April 2016. You can switch to see the domain’s trend of total visits, unique visitors, average visit duration, or bounce rate.
This graph could be used to understand the overall dynamics of the company’s website success and seasonal trends, as it helps locate traffic spikes related to marketing campaigns or any other reasons to research them further.
Traffic Sources - The sources of the website traffic over the past 6 months. With a Business subscription, you can view this report in full and apply historical data and region filters in the Traffic Sources tab.
The following is an explanation of what each source of traffic represents.
- Direct - traffic to a domain via URLs entered in a browser’s search bar, saved bookmarks or links from outside a browser (such as PDFs or Microsoft Word documents).
- Referral - traffic to a domain from a hyperlink on another domain (as long as it is not a Social Media domain).
- Search - traffic to a domain directly from a search engine such as Google, Bing, DuckDuckGo, etc.
- Social - traffic to a domain from links on social media websites like Facebook, Twitter, Reddit, Pinterest, YouTube, etc.
- Paid ads - traffic to a domain from paid advertisements on Google Ads. These sources include PPC ads in search results as well as product listing ads (Google Shopping) on SERPs.
Traffic Distribution - These are the countries and subcontinents that have the most users visiting the domain. Each country’s/subcontinent's ratio of mobile and desktop traffic will be listed beside its name. With a Business subscription, you can view the full list in the Geo Distribution report and apply various filters.
Subdomains - These are the most popular subdomains of a website in terms of estimated traffic. This table shows each subdomain’s percentage of the whole domain’s traffic, each total traffic, and how much is coming from desktop compared to mobile devices.
Traffic Journey - Allows you to identify the top traffic sources sending the most traffic to the analyzed domain, as well as the top 5 external domains that visitors most frequently go to after visiting your domain.
In addition to tracking domains within the Overview Report, you can also analyze subdomains. To analyze a subdomain, simply click on the dropdown menu in the search bar and select the subdomain option.
Once entered you will then be able to see metrics for that subdomain on Overview, GEO Distribution, and Subdomain reports.
Benchmark your website against competitors
Traffic Analytics offers a number of great ways to benchmark the traffic statistics of multiple websites side by side. To compare multiple websites, simply enter the domain names into the search boxes at the top of the Overview report and click Compare.
Below you will see a comparison chart of the chosen domains and estimates of their visits, visitors, visit duration, bounce rate, etc. Each website will have a designated color representing them in the reports. The line graph will plot a colored line for each website and can also be adjusted to visualize unique visitors, average visit duration, and bounce rate.
Below the line graph, you’ll see the Traffic Sources and Geographic Distribution widgets estimating each website’s monthly traffic from each source.
The Traffic Sources widget compares the amount of traffic received by each website from each of the 5 Traffic Sources. Websites will be indicated by their assigned color and can be hidden from this comparison with the checkboxes beside their name. This comparison makes it easy to see how the chosen websites have different strengths and weaknesses in different channels.
You can change the analyzed month and year by applying the Historical Data filter on the top of the Overview report.
Finally, in the Traffic by Countries widget you will see the top 5 countries that send traffic to the main chosen website (in the example, adidas.com) and how much traffic other websites in the comparison are estimated to receive from these countries as well. This can show you which websites are more popular in various regional markets and where competitors are outperforming each other. Notice the rivalry between adidas.com and footlocker.com, for example. Here you can apply the Historical Data filters as well.
At the very bottom of the overview report you can find the company info. Here you will see data on the company’s industry, location, number of employees, the amount of funding status, and the date it was founded. This information is powered by Crunchbase and is available to all paid users.
Pitch Mode is an optional view of Traffic Analytics that helps you to present SEMrush Traffic Analytics data in a clean and easy manner. It’s useful for presenting to your prospects, customers, colleagues when you do not want to distract them with irrelevant details like SEMrush’s upper or left menu.
Pitch Mode will simplify the view on your device, removing the SEMrush menus and hyperlinks so that there are no distractions. Use this mode to create a visually pleasing dashboard on a screen, or pitch your analysis to a business prospect or colleague.
To exit Pitch Mode simply select the “Close” button or hit Esc on your keyboard.
If you want to stay informed about Traffic Analytics news and updates you can subscribe to Traffic Analytics to receive an email every month notifying you when we’ve added new data for the current month to the tool.
To subscribe all you need to do is click on the historical data dropdown menu and hover over the upcoming month. This will prompt you to a green subscribe button.