Size Up 10 Competitors' Website Traffic in Google Sheets

Put a list of domains in a column and use =SIMILARWEB(A2:A11) to get SimilarWeb traffic estimates for each one, side by side, so you can see in one table which competitor wins search, social or AI traffic and which prospects are big enough to pitch. Every domain becomes a row with monthly visits, global and country rank, bounce rate, pages per visit, the split between direct, search, social and referral traffic, and the share of visits coming from AI assistants like ChatGPT, Claude and Perplexity.

You do not need a SimilarWeb account. The lookup runs on SheetMagic scraping credits, and the results land on their own tab in your sheet.

Take an SEO consultant preparing for a sales call with a prospect who has 9 competitors. If looking up each of the 10 sites and typing visits, rank and the traffic-source split into a sheet takes about 4 minutes a site, that is 40 minutes before the analysis even starts. One SIMILARWEB formula over the 10 domains does the lookup for 324 scraping credits and leaves the table ready to sort.

How do you check traffic for a list of domains?

1. List the domains in one column, for example A2:A11. Plain domains like stripe.com work best.
2. In an empty cell, type =SIMILARWEB(A2:A11).
3. The cell shows "⏳ Scraping..." while the lookup runs. SheetMagic then writes a header row and one row per domain to a new tab named Similarweb Results. Its first column, Source, holds the address of the formula cell that asked for each row.

A single domain works too: =SIMILARWEB("stripe.com").

With Keep Formula on (the default), the formula cell keeps your formula as text afterwards, so it does not run again. With Keep Formula off, the cell changes to a status such as ✅ 10 results → Similarweb Results.

Which traffic numbers does =SIMILARWEB() return?

Each domain row has these columns:

The traffic-source and AI columns are converted from SimilarWeb's decimal fractions into percentages, so 0.45 shows as 45.0%.

Audience demographics, competitor lists and similar-site lists are not included. What you get is the traffic, engagement and ranking data above.

Are these exact numbers?

No. They are SimilarWeb estimates, not analytics from the sites themselves. Use them to compare sites against each other and to spot big differences in traffic mix, not as an exact visit count for any one site.

What does a lookup cost?

SIMILARWEB costs 32 scraping credits per domain plus 4 credits per run:

One call covers up to 10 domains. For a longer list, split it across cells, for example =SIMILARWEB(A2:A11) in one cell and =SIMILARWEB(A12:A21) in the cell below it. Formulas of the same shape in the same column that run together add their rows to the same results tab. Each call pays its own 4-credit run fee, so fill each call with as many domains as you can, up to 10.

For scale, the Free plan includes 100 scraping credits. Solo includes 10,000 per month, Growth 45,000 and Scale 115,000. See AI tokens vs scraping credits for how the two balances differ.

What can you do with the traffic numbers?

Once the rows land, the columns line up for sorting and filtering. Four uses that turn them into decisions:

• Rank prospects before you spend time on them. Sort a list of prospect domains by Monthly Visits and pitch the ones with enough traffic to justify your fee first. Ten domains cost 324 credits, which is cheap next to an hour of discovery calls with sites that were never a fit.
• Show the channel gap in the proposal. Sort by Search Traffic to see which competitors lean hardest on SEO, then by Social Traffic or Referral Traffic to find who wins elsewhere. A competitor whose search share is far above your client's goes on page one: it makes the case with numbers from their own market instead of a general argument for SEO.
• See who already gets AI assistant traffic. Sort by the three AI Traffic columns to find the sites ChatGPT, Claude or Perplexity already send visits to, and read the Top AI Prompts column next to them before you plan content for that channel.
• Do not mistake big for engaged. Compare Bounce Rate and Pages Per Visit against Monthly Visits, so a large but shallow site does not get the time you meant for a prospect with engaged visitors.

To turn a row into a sentence, add an AITEXT column. On the Similarweb Results tab, Domain is column B and Direct, Search, Social and Referral Traffic are columns L to O, so in the first empty column of row 2 this works:

=AITEXT("In one sentence, describe the traffic mix of " & B2 & ": direct " & L2 & ", search " & M2 & ", social " & N2 & ", referral " & O2)

For more competitor research workflows, see the SEO workflows hub and the data analysis guide.