Why do some sites not have any data?

When you don’t see any estimated competitive intelligence data in our charts, that means that the website you’re looking at doesn’t have a lot of traffic. When a website has very low traffic (less than 50 visitors per day for instance) our partners don’t have enough data to generate a report.

What does this mean more precisely? Let’s take a look at how our partners’ technology and algorithms work.

Understanding Why SimilarWeb Does Not Show Data

The first report you will see in Follow is by SimilarWeb. The SimilarWeb report (image below) should normally show the number of visits a website has each month. This chart does not count unique visitors. If a person visits the site 5 times, that would be counted as 5 visits.

“No data found for this website due to low traffic volume” means that SimilarWeb is not able to measure the engagement on that site when traffic is too low. SimilarWeb cannot gather enough data to provide an accurate estimation of the traffic.

SimilarWeb’s traffic estimates are based on a panel of tens of millions of users worldwide who provide them with the statistical samples SimilarWeb needs. These users are heavily diverse, because they are distributed across hundreds of browser plugins (eliminating bias from the data). Similar to an election poll, SimilarWeb determines its statistics based on the largest sample size that are obtainable.

Moreover, you should consider the following when looking at SimlarWeb traffic estimates:

  1. SimilarWeb is not Google Analytics. The company creates estimates based on their panel, but will never be a replacement to your own analytics packages or your competitors’ analytics packages.
  2. There is a rule of thumb that a site should have over 100,000 hits per month to provide a higher level of accuracy.

Understanding Why Compete Does Not Show Data

A similar situation to the above happens when loading the Compete chart (image below).

When the above chart is populated with data, we show the number of unique visitors the website you’re looking at has each month. Unique means it only counts a visitor once, even if they visit multiple times.

But why, sometimes, no data is available? According to Compete, to report metrics on a site, Compete must have a large enough sample in their panel to normalize the data to the total population.

If Compete is unable to report metrics for your site, this probably means that there is no statistically relevant data with which to project traffic.

What can you do when there is not enough data to project traffic statistics? Always according to Compete, one solution is looking at your competitors. The wisest thing you can do is getting insights into your competitors and their online metrics. By doing that, you will gain valuable insights into their online strategies, which will allow you to better position your organization to drive online marketing impact.

Understanding Why Alexa Does Not Show Data

Follow also provides data from Alexa. When the chart reports data, you will be able to see the percentage of all Internet users who visited the website you’re looking at. For instance, a large website such as yahoo.com might have a daily reach of 28%, which means that 28% of all Internet users reached this website.

However, Alexa’s chart may not always work (image below). Let’s explore why that is.

Alexa’s traffic data is based on a global panel, which is a sample of all internet users. The panel consists of millions of users all over the world. Known biases include (but are likely not limited to) the following:

  • Rankings for sites with relatively low traffic are rough estimates and are subject to greater volatility. Alexa’s data comes from a sample of millions of users and other sources of traffic data. However, the size of the Web and concentration of most Web users on the most popular sites make it difficult to estimate the ranking of sites with fewer than 1,000 monthly users.
  • The data panel may not be a representative sample of the global Internet population.
  • Global traffic ranks of 100,000+ should be regarded as rough estimates, as the data used to calculate these ranks is sparse. Conversely, the closer a site gets to #1, the more reliable its data.
  • The higher ranked a site, the more you should expect its rank to “bounce around” due to long-tail effects.

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