Bring Digital Intelligence Into Your Daily Workflows with the Similarweb Google Sheets Integration

At Similarweb, we believe data should be accessible, actionable, and integrated into your daily workflows. That’s why we’re excited to announce the brand-new Similarweb Google Sheets integration – a modern, no-code way to bring real-time digital intelligence directly into your spreadsheets.

Whether you’re analyzing market trends, benchmarking competitors, or powering lead scoring models, this integration makes it easier than ever to work with Similarweb data at scale, right where your team already works.

Why we built this

Today’s teams need fast answers and flexible tools. While our APIs provide unmatched access to rich digital insights, not every user is a developer. Many rely on spreadsheets to analyze, visualize, and share performance data.

With this new Google Sheets add-on, you can:

• Pull Similarweb traffic, engagement, keyword, geography, and many more other metrics directly into your sheet
• Refresh data with a click, or automate using Google Sheets’ built-in scheduling
• Build custom reports, dashboards, and scoring models using real-time data

It’s everything you love about Similarweb’s API, now in spreadsheet form.

This launch also complements our growing suite of integrations, including Microsoft Excel, ensuring that wherever your team works, Similarweb data is just a few clicks away. Both integrations support a wide range of core metrics and use cases, making it easy to scale insights across your organization.

What you can do with it

The Google Sheets integration opens up a range of use cases across marketing, sales, and research and analytics teams:

Analyze specific product lines or brands with website segment data

Business use case: Understand how the “laptops” product category performs vs. competitors

Relevant metrics:

• SIMILARWEB_SEGMENT_TRAFFIC_AND_ENGAGEMENT_DESKTOP
• SIMILARWEB_SEGMENT_MARKETING_CHANNELS_DESKTOP
• SIMILARWEB_TOTAL_SEGMENT_TRAFFIC_AND_ENGAGEMENT

Build website segments (e.g., /laptops/ on samsung.com vs. hp.com) to compare traffic, bounce rate, visit duration, and marketing channel distribution for each product line. Easily track shifts in segment-level market share and identify emerging competitors.

Pinpoint geographic opportunities for growth

Business use case: Expand into high-growth regions based on traffic trends

Relevant metrics:

• SIMILARWEB_GEOGRAPHY_TOTAL_DESKTOP_AND_MOBILE
• SIMILARWEB_UNIQUE_VISITORS_DESKTOP
• SIMILARWEB_DEDUPLICATED_AUDIENCE_DESKTOP_AND_MOBILE

Visualize which countries are showing increasing traffic to your competitors’ domains. Filter by device and engagement to prioritize regions with deeper interest and less drop-off.

Optimize by traffic source for better acquisition ROI

Business use case: Double down on the best-performing channels

Relevant metrics:

• SIMILARWEB_VISITS_BY_MARKETING_CHANNEL_DESKTOP
• SIMILARWEB_AVERAGE_VISIT_DURATION_BY_MARKETING_CHANNEL_DESKTOP
• SIMILARWEB_PAGES_PER_VISIT_BY_MARKETING_CHANNEL_DESKTOP

Evaluate which acquisition channels drive the most engaged traffic across your target domains. Compare performance across paid search, referral, direct, and social, and allocate budget accordingly.

Power SEO & content strategy with keyword intelligence

Business use case: Find the best content opportunities to grow organic traffic

Relevant metrics:

• SIMILARWEB_KEYWORD_RESEARCH_WEBSITE_KEYWORDS
• SIMILARWEB_KEYWORD_RESEARCH_SERP_PLAYERS
• SIMILARWEB_KEYWORD_RESEARCH_LANDING_PAGES
• SIMILARWEB_KEYWORD_RESEARCH_BRANDED_DISTRIBUTION_BY_CLICKS

Pull keyword-level data for your domain or competitors. Identify which landing pages rank well, which keywords are driving branded vs. non-branded clicks, and who else appears in the SERP so you can plan where to compete.

Score & prioritize leads using behavioral signals

Business use case: Prioritize outreach based on digital footprint and engagement

Relevant metrics:

• SIMILARWEB_TRAFFIC_VISITS_DESKTOP_AND_MOBILE
• SIMILARWEB_BOUNCE_RATE_TOTAL_DESKTOP_AND_MOBILE
• SIMILARWEB_AVERAGE_VISIT_DURATION_TOTAL_DESKTOP_AND_MOBILE
• SIMILARWEB_DESKTOP_VS_MOBILE_SPLIT_DESKTOP_AND_MOBILE

Build scoring models in Sheets using actual visitor behavior. Highlight companies showing strong intent signals: like high visit duration, low bounce rates, and growing desktop traffic.

Monitor industry-wide trends at scale

Business need: Track changes in digital performance across your market

Relevant metrics:

• SIMILARWEB_GLOBAL_RANK_TOTAL_DESKTOP_AND_MOBILE
• SIMILARWEB_INDUSTRY_RANK_TOTAL_DESKTOP_AND_MOBILE
• SIMILARWEB_COUNTRY_RANK_TOTAL_DESKTOP_AND_MOBILE

Benchmark key players in your space by global, industry, or country rank. Combine with traffic and engagement metrics to spot leaders, laggards, and rising stars over time.

Getting started is easy

1. Install the Add-On

• Go to the Google Workspace Marketplace
• Search “Similarweb” and click Install

2. Activate & Authenticate

• In Google Sheets, go to Extensions > Similarweb > Activate
• Paste in your Similarweb API key (found under your account settings)

3. Start Querying

• Use familiar spreadsheet formulas to pull data into any cell. We recommend using =SIMILARWEB_GET_ALL_FUNCTIONS to explore all the available data points.

Build smarter reports. Share insights faster.

The Google Sheets integration gives you the power of Similarweb’s data, now in the world’s most flexible and shareable analytics platform. Whether you’re benchmarking performance, investigating category trends, or optimizing your campaign strategy, this integration helps you move from idea to insight faster.

Start Using It Today

If you’re a Similarweb customer with API access, the Google Sheets integration is already available to you.
👉 Install the Add-On Now
📘 Read the Guide
📩 Need help? Contact us at support@similarweb.com

by Pavel Dimshiz

Pavel leads Product Marketing for Similarweb's Data-as-a-Service, bringing over a decade of experience in Adtech and Marketing to the role. Outside of work, Pavel enjoys long walks and mountain biking.