Similarweb

Category: Analytics/Attribution

See any website's traffic, and now its traffic from AI assistants.

Similarweb estimates what happens on websites you do not own. The core Web Intelligence product covers competitor traffic, market and demand trends, segment and page-level insights, keyword research, rank tracking, backlink analytics, site audit, and paid search, display and video ad intelligence, plus conversion and funnel analysis on competitor sites. Around it sit App, Retail, Sales and Stock Intelligence packages. The newly relevant part is the Gen AI Intel suite, which measures the thing nobody could measure a year ago: AI traffic trends, AI brand visibility, prompt analysis, citation analysis and sentiment, with per-assistant tracking across ChatGPT, Perplexity, Claude, Gemini, Grok and DeepSeek, an AI leaderboard, and GEO and AEO recommendations. An AI Studio answers questions in natural language and builds dashboards, and a set of agents handle demand analysis, SEO strategy, prospecting and lead scoring. There is a free AI traffic checker worth trying before anything else.

Our verdict

The benchmark for competitive web data, and the AI search measurement is the reason to look again now. Being able to see how much traffic is arriving from ChatGPT and which prompts surface your brand is genuinely new information, and Similarweb has more of the underlying dataset than the AI-visibility startups do. There is a first-party MCP server supporting Claude, ChatGPT, Cursor, Zapier and n8n, plus a REST API you can buy without a platform seat, and a real London office if you need someone in your timezone. Understand what you are buying, though. Every traffic figure is a modelled estimate from panel and partner data, not log-level truth, and accuracy degrades sharply on smaller sites, which covers most UK SMBs. Similarweb publishes its own article explaining why its numbers differ from Google Analytics, which is the right way to read them. AI traffic figures are also not comparable between vendors because the denominators differ, and ChatGPT links can carry noreferrer, so referral-based measurement structurally undercounts. Pricing above the roughly $125 entry is unpublished.

Best for: Marketers and strategists who need competitive and market data they cannot get from their own analytics, and anyone trying to measure what AI assistants are doing to their traffic.

Pros

  • The deepest competitive traffic dataset available, across 100m-plus websites
  • Gen AI Intel measures traffic, visibility and prompts across six AI assistants
  • First-party MCP server supporting Claude, ChatGPT, Cursor, Zapier and n8n
  • REST API purchasable standalone without a platform seat
  • Free AI traffic checker lets you test the AI data before buying anything
  • London office, so UK buyers get support in their own timezone

Cons

  • All traffic figures are modelled estimates, not log-level truth
  • Accuracy degrades sharply on smaller sites, which covers most UK SMBs
  • AI traffic numbers are not comparable between vendors because denominators differ
  • Pricing above the entry tier is unpublished and sales-led
  • No GBP pricing, and annual billing has to be requested through support

Pricing: From around $125/mo, enterprise pricing unpublished (Paid)

Rating: 4/5