Similarweb vs. Google Analytics: The Differences and How to Use Them Together

Google Analytics and Similarweb are two of the most widely used digital analytics tools, often used together to provide a comprehensive view of website performance and competitive insights.

If you’ve ever compared traffic reports from both platforms, you might wonder why they sometimes differ. The answer lies in how these tools are built and what they measure. This blog walks you through how both Google Analytics and Similarweb work and how they are best when used together.

What’s the Difference Between Similarweb and Google Analytics?

Google Analytics provides deep, first-party insights into your website’s performance, tracking user behavior, engagement, and conversions. It is strictly an internal analytics tool designed to measure and analyze interactions on your own website using first-party data.

Similarweb, on the other hand, provides a broader, industry-wide perspective by measuring traffic for millions of websites. This allows businesses to understand digital trends, competitor strategies, and market opportunities beyond their own website.

• Google Analytics is an internal analytics tool designed to track user behavior, engagement, and conversions on your own website.
• Similarweb provides both internal analytics (for your own website) and competitive research (for your competitors’ websites), including industry trends.

By understanding how these platforms collect and process data differently, you’ll see why they complement—rather than contradict—each other. Let’s dive deeper into the key differences between the two tools, their unique use cases, and how to leverage them together for a complete digital strategy.

Why Similarweb and Google Analytics don’t always match (and why that’s ok)

Seeing different numbers in Similarweb and Google Analytics can be confusing, but it’s important to remember that these tools serve different purposes. Similarweb offers a high-level view of digital trends and competitor insights, while Google Analytics provides granular details on your own website’s performance. Let’s break down how each tool collects data and what it measures.

Data methodology

How Similarweb and Google Analytics gather and disseminate data are built using different methodologies. It’s important to understand the difference between the two.

With the transition to Google Analytics 4 (GA4), Google has shifted to an event-based model rather than the session-based tracking used in Universal Analytics (UA).

GA4 focuses on user interactions (events like page views, clicks, and conversions) across websites and apps, both automatic and custom, based on business needs, and records them via its tracking code. User and session identification is tracked with:

• Client-side cookies and app instance IDs for unique users
• Google signals and User-IDs for cross-device tracking
• Machine learning and modeling to fill in data gaps due to blocked cookies

This data does have some limitations:

• It focuses on events that directly occur on your website or app
• The General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and privacy-focused browsers, like Safari and Firefox, can block data collection
• Ad blockers and tracking prevention can lead to underreported traffic

Similarweb estimates traffic and engagement across millions of websites and apps by combining multiple data sources to provide a comprehensive view of digital activity. Our data methodology includes:

• Data Collection: We have a diversified data universe of digital signals constructed of statistically representative datasets that preserve variety across countries, industries, user groups, and devices.
• Data Synthesis: After the data is collected, we run a sophisticated algorithmic process to clean, match, synthesize, process, and blend inputs for data modeling.
• Data Modeling: Normalized data is then run through advanced machine learning calibration and AI models to provide an accurate and consistent view of the digital world over time.
• Digital Intelligence Data Delivery: The intelligence engine generates powerful, ready-to-use insights delivered through our actionable platform or API to help you make better decisions and grow as a business.

We have a blend of digital signals collected across platforms that we categorize into 4 distinct sources:

• Direct Measurement: Millions of websites and apps choose to share their first-party analytics with us
• Contributory Network: A collection of consumer products that aggregate anonymous device behavioral data from millions of users
• Partnerships: A global network of organizations that collect “digital signals” across the Internet
• Public Data Extraction: An advanced algorithmic engine that captures and indexes public data from millions of websites and apps

All of these sources together create a website dataset that reflects real-world traffic trends. Think of that in terms of a weather forecast. Meteorologists rely on multiple data sources—temperature, wind, and satellites—to build models that predict weather patterns more accurately.

Unlike Google Analytics, which only tracks first-party data from a specific website, Similarweb provides insights not only for your own site but also for your competitors. This gives users a broader, more holistic view of market dynamics, benchmarking, and competitor performance across multiple digital channels for a macro-level understanding of digital traffic patterns, helping businesses identify opportunities and trends beyond their own website’s traffic.

What can Similarweb provide that Google Analytics can’t?

One of Similarweb’s biggest advantages is its ability to provide insights into competitors and industry trends. Some key features include:

• Industry benchmarking: Compare your site’s performance against competitors and market leaders.
• Traffic source analysis: Understand how your competitors acquire traffic and optimize your marketing strategy accordingly.
• Referral traffic insights: See which websites drive traffic to your competitors but not to you.
• Keyword intelligence: Discover which search queries drive traffic to your competitors.
• Market trends and shifts: Stay ahead of the curve with insights into industry-wide digital behaviors.

Similarweb or Google Analytics? Use both

Instead of choosing between Google Analytics and Similarweb, the smartest approach is to use both. Google Analytics provides deep insights into your site’s traffic and user behavior, and Similarweb offers a competitive view, helping you benchmark performance against industry trends and competitors. Together, you get a complete picture of traffic performance, allowing for smarter marketing decisions.

Validate campaign effectiveness

With Google Analytics, UTM parameters are added directly to URLs, helping you identify the source, medium, and campaign name associated with the traffic. With Similarweb, you can track your campaigns through spikes in visits, shifts in traffic sources, audience engagement, and even how long visitors stay on your site post-campaign.

If you recently launched an influencer partnership, Similarweb can show whether the referral traffic led to sustained interest or quick bounces. Plus, by comparing your post-campaign traffic to competitors running similar campaigns, you’ll see if your efforts truly stand out or if there’s room to refine your approach.

Optimize marketing spend and channel strategy

Google Analytics provides deep insight into your website users’ behavior and allows you to see which traffic sources, with the help of the UTMs, are the most effective. But Similarweb’s detailed channel breakdown helps you see exactly where your traffic is coming from and how it compares to your competitors’ traffic. This insight is crucial for making informed decisions about where to invest your marketing budget for maximum ROI.

Analyzing channels like paid search, social media, or referrals can help you identify untapped growth opportunities. If Similarweb reveals that your paid search campaigns are underperforming, it’s a signal to reevaluate your strategy. You might adjust your bidding tactics, explore new keywords, or shift resources toward channels with higher engagement and lower acquisition costs.

Benchmark your performance against competitors

Only Similarweb allows you to benchmark your website’s performance against competitors by analyzing traffic sources, audience engagement, and overall digital presence. By comparing key metrics—like total visits, referral traffic, and top-performing marketing channels—you can identify where competitors excel and where your strategy might need adjustments.

For accurate comparisons, focus on relative trends rather than exact numbers, as differences between Similarweb and Google Analytics data are expected due to varying data collection methods. It’s essential to compare similar metrics across platforms—think “apples to apples,” not “apples to oranges.”

Example: If you’re a fashion retailer and Similarweb shows a competitor getting 25% of their traffic from Instagram while you’re only pulling in 10%, this insight signals an opportunity to strengthen your social media strategy on that platform.

How Google Analytics and Similarweb work together

To make performance analysis even easier, Similarweb allows you to connect your Google Analytics account directly within its platform. This enables you to:

• Compare internal GA data with external market data.
• Track your traffic share relative to competitors.
• Identify industry trends and make data-driven decisions.

Similarweb Homepage

Your personalized Similarweb homepage is built to track your traffic share, benchmark performance against top competitors, and uncover key trends within your defined market. It also allows you to connect and track your Google Analytics data. This will enable you to see how users engage with your website and where the traffic is coming from to optimize your campaigns and build strategies to win your market.

Google Looker Studio Connectors

With Similarweb’s Data-as-a-Service solution (DaaS), we made it easy to blend, visualize, and analyze our data alongside your first-party data with two connectors in Google Looker Studio for a more advanced analysis:

Website Analysis: This connector gives you access to web traffic & engagement metrics for 100M+ domains across 190+ countries and 210 industries. You can also pull website segment data to analyze a specific portion of your website. For example,  if you were an ecommerce brand interested in your laptop sales, you could benchmark that area of your site to your competitors. From there, you can uncover the insights that are most relevant to you.

Rank Tracker: Similarweb’s keyword rank tracking provides real-time keyword ranking for all your campaigns, including daily position data, visibility, share of voice, and ranking distribution.

Be data-driven with Google Analytics and Similarweb

When it comes to digital measurement, it’s not Google Analytics vs. Similarweb—it’s Google Analytics + Similarweb. Together, they provide a complete inside-out view of your digital performance.

• Use Google Analytics for deep insights into your website’s performance.
• Use Similarweb to benchmark against competitors and uncover industry trends.

The smartest strategies come from seeing the full picture. Leverage both tools to make data-backed decisions, stay ahead of the competition, and turn insights into action. Why settle for half the data when you can have it all?

Start using Similarweb alongside your Google Analytics today to make industry-wide insights work for you.

FAQs

Can I integrate Google Analytics data with Similarweb?
Yes! Similarweb allows you to connect your Google Analytics account directly to its platform. This integration lets you view internal GA metrics alongside Similarweb’s competitive insights, giving you a more holistic view of your performance in one dashboard.

Why does Similarweb show more traffic than Google Analytics?
Similarweb uses aggregated data from multiple sources to estimate traffic across the web, while Google Analytics tracks exact on-site user behavior. Differences arise because GA may miss users who block cookies or scripts, while Similarweb’s extrapolated data captures broader patterns, including competitor traffic.

How can Similarweb help optimize my marketing strategy?
Similarweb’s competitive insights help you identify which channels are driving the most effective traffic for both your site and your competitors. This allows you to reallocate marketing budgets strategically, benchmark performance, and discover new opportunities for growth across different channels.

by Litan Cherikover

Data Product Manager

Litan Cherikover, a data product manager at Similarweb, focuses on improving marketing channels data accuracy and building innovative attribution models to generate deeper insights into traffic sources and user behavior. Prior to Similarweb, He used his data product management and data analytics experience to drive large scale products that empowered data-driven decision making. Litan is passionate about exploring new technologies and collaborating with teams to push the boundaries of innovation.