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Traffic Analytics Overview Report

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.


On top of the report, you can see three filters – Historical Data, Database, and Devices.


Historical data enables you to perform research on a month-to-month basis dating back to January 2017. These data points represent averages for the particular month and can be accessed through the Date selector. Clicking the date will display the dropdown menu in which you can select a particular month or a time period (1) to see data for. You can also see the date when the previous month's metrics will be gathered (2).

historical data

Database filter allows you to see the Worldwide metrics or metrics for a specific country. Click Worldwide and select the country to see the data in the dropdown menu:


With the new “select multiple” option, you can simultaneously analyze data for multiple countries in a single dashboard. Simply open the location dropdown, activate the “Select multiple” switch, and choose the countries you’d like to view. Traffic data for your selected countries will appear across all of the Traffic Analytics reports, making customized web traffic research as simple as ever. 

multiple countries

Please kindly note that this option is not available in the Audience Insights report:

database for audience insights

With the Devices filter you can specify if you need the data for Desktop, Mobile, or All Devices:


However, some of the widgets in the Audience Insights report show data only for all devices:

devices audience insights

Overview Metrics

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, sample of clickstream data for this domain, and any filters you have applied (historical data, location, device).

Traffic Analytics overview metrics

  • 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 trend graph below the metrics shows the queried domain’s trends in traffic volume over time, including desktop traffic, mobile traffic, and all devices. You are able to switch the graph between device and time period. The graph also allows you to switch between a domain’s trend of total visits, unique visitors, average visit duration, or bounce rate. 

Historical data is indicated on the graph by a darker shade, while forecasted data projecting the current month’s anticipated performance is lighter. Forecasts are based on the current month’s performance so far, and are updated weekly. 

To view more information about the forecast, such as the specific traffic data currently included in the projection, and specific metrics, place your cursor over the line indicating the forecast you want to learn more about.

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 Analytics trend

Click "Export" to download this graph as a PNG or CSV file.

If you activate the “Deviation range” switch, you will be able to see the high and low-end values of our estimations for a particular month based on the data we gathered. 

deviation range

The deviation range is meant to show the level of accuracy in estimations of a certain metric. If the range is wider – the estimations are less precise, and when it’s thinner – more precise. 

Next, you’ll find a widget that shows you the domain’s Top Pages, Top Subfolders, and Top Subdomains. 

Traffic Analytics overview widget

You can toggle between each of these charts by clicking on the one you want to look at. Beside that is the Traffic Share graph, which breaks down the percentage of traffic via desktop vs. mobile devices. 

  • Top Pages: These are the five most popular pages on the analyzed website in terms of estimated unique pageviews and unique visitors over the previous month.  
  • Top Subfolders: These are the five most popular subfolders on the analyzed website in terms of traffic share. This table also shows the estimated unique visitors and pageviews for all of the pages within that subfolder. 
  • Top Subdomains: These are the five most popular subdomains of a website in terms of estimated traffic. This table shows each subdomain’s total traffic and how much is coming from desktop compared to mobile devices (color-coded to align with the Traffic Share graph.)

Next, you’ll find the Traffic Sources chart, which breaks down the share of traffic generated by five source types: Direct, Referral, Search, Social, and Paid. If you are a .Trends user, you may also choose to view this data two ways: by Type or by Time Period.

Here is an explanation of what each source of traffic represents.

Traffic Analytics traffic sources

  • 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. This source includes both organic and paid social traffic.
  • 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.

As seen in Traffic Trends, the Traffic Sources by Type graph displays both historical trends, indicated in a darker shade, and forecast of the current month’s anticipated performance, shown in lighter shades. Forecasts are based on the current month’s performance so far, and are updated weekly. 

Traffic sources forecast

Below that, Traffic Journey allows you to identify the 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.

Traffic Analytics traffic journey

Next, the Audience widget reveals the breakdown of the domain’s audience by age and sex. Hover over the results in the graphs to view specific data, such as the total number of visitors and the audience breakdown between male and female in each age bracket.


Traffic Distribution shows you 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 the .Trends solution, you can view the full list in the Geo Distribution report and apply various filters.

Traffic Analytics traffic distribution

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.

If you have several domains you would like to check up on regularly, you can save them in a single list that you can access anytime. Reports in every tab will be adjusted to display the information for all domains from the list.

There are several ways to create a list:

  • Select “Create List” option on the Traffic Analytics starting page:

Traffic Analytics Create List option

  • Create a list after reviewing a domain on any of the Traffic Analytics tabs:

Create List from Overview

  • Use a list from Market Explorer or EyeOn via the upload icon:

Upload lists from other tools

Apart from the root domains, you have an option to compare subdomains and subfolders in the Overview report.

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, with a darker shade showing the historical trends, and a lighter shade forecasting the current month’s performance. Forecasts are updated weekly.  This chart can also be adjusted to visualize unique visitors, average visit duration, and bounce rate.

Traffic Analytics competitors comparison

Below the line graph, you’ll see the Traffic Sources, Traffic Journey 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.

Traffic Analytics traffic sources comparison

The Traffic Journey chart allows you to analyze traffic that comes through different sources over time to each of the domains you compare. It allows you to quickly assess which sources are generating the most traffic for each domain and compare the traffic distribution.

Traffic Analytics traffic journey comparison

You can switch the graphs between device and time period using filters at the top of the report.

Finally, in the Traffic by Countries widget you will see the top 5 countries that send traffic to the main chosen website 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. In the example below, notice the rivalry between and Here you can apply the Historical Data filters as well.

Traffic by country

Company Info

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.

Traffic analytics company info

Pitch Mode

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, and colleagues when you do not want to distract them with irrelevant details like Semrush’s upper or left menu.

Traffic Analytics pitch mode

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 hit Esc on your keyboard.