Understanding the Complete Picture with Mobile Web Referral

As the world continues to move towards mobile, we at SimilarWeb are keeping pace to ensure you have access to the most comprehensive mobile web analytics.

We recently launched Mobile Web Referrals, which allows you to view referral traffic sent to a site from a mobile device, including traffic share, global rank, category and change in traffic for each of the referring domains.

Who is this for?

Mobile Web Referrals is useful for any marketer looking to find potential publishers and content partners working with their competitors, and for advertisers looking for new publishers.

[If you’re interested in the Mobile Web Referral add on, contact your account manager, or email us at support@similarweb.com]

Use Cases:

Let’s examine Booking.com to understand the importance of seeing mobile web referral traffic versus desktop.

First, there can be a significant difference between desktop and mobile web referrals. For example, Tripadvisor.com is the number one referrer on desktop to Booking.com, compared to being the 12th top referrer on mobile.

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*Desktop referrals to Booking.com, Jun – Nov 2015.

 

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*Mobile web referrals to Booking.com, Jun – Nov 2015.

 

Mobile Web Referrals can also help to uncover potential content partners. Fox News receives nearly 100% of all traffic from zergnet.com and littlethings.com. CNN can investigate these sites as potential content partners.

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*Mobile web referrals traffic split to cnn.com and foxnews.com, Jun – Nov 2015.

 

Finally, Mobile Web Referrals can also be a great resource for advertisers looking to partner with publishers and affiliates already sending traffic to a competitor. These 4 sites, which are sending nearly 100% of their mobile referral traffic to gamespot.com, can serve as potential publishers or affiliates for gamesradar.com.

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*Mobile web referrals traffic split to gamesradar.com and gamespot.com, Jun – Nov 2015.

 

Two Additional Points:

  • Mobile Web Referrals is currently supported for 18 countries. If you are using a different country filter that doesn’t support this feature, the desktop-mobile toggle won’t appear.
  • This feature is available only for the 6 month time period. If you are looking at data for a longer period, you won’t see a mobile toggle option.

mobile-referrals-main-image

 

[If you’re interested in the Mobile Web Referral add on, contact your account manager, or email us at support@similarweb.com]

About the Author -

Jessica Bohm is a Product Marketing Manager at SimilarWeb. She has a background specializing in Management Consulting and Performance Marketing, as well as founding her own mobile app startup company. Jessica holds a Masters degree in Economics from Cambridge University.

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