Google Sheets Add-on Guide
The Similarweb Google Sheets Add-on allows you to bring Similarweb’s digital intelligence directly into your spreadsheets. Use custom formulas to pull real-time web traffic, engagement, keyword, and geographic data.
Installation and Setup
- You can install the Add-on via the Google Workspace Marketplace. Search Similarweb, click Install, and follow prompts.
- You can also install the add-on directly from your Google Sheet. Go to Extensions > Add-ons > Get add-ons. Search for Similarweb and install
Once installed, authenticate with your API key:
- Get your Similarweb REST API key from the Account Settings dashboard under 'REST API'
- In the Similarweb add-on sidebar, enter your Similarweb REST API Key.
- Click Save to start querying.
Retrieving Data in Google Sheets
All data queries are done through custom Similarweb formulas. For example:
- Pulling Geography data (desktop)
=SIMILARWEB_GEOGRAPHY_DESKTOP("cnn.com", "US", "", "2024-01-01", "2024-03-31", "SUM", "visits", TRUE, FALSE, 10, TRUE) - Pulling Traffic Visits data (desktop)
=SIMILARWEB_TRAFFIC_VISITS_DESKTOP("cnn.com", "US", "2024-01-01", "2024-03-31", "monthly", "SUM", "", TRUE, FALSE, FALSE, TRUE)
You can view a full list of supported functions by entering:
=SIMILARWEB_GET_ALL_FUNCTIONS()
Parameter Guide
| Parameter | Description |
|---|---|
| domain_name | Website domain (e.g., "cnn.com") |
| country | ISO country code (US, GB, WORLD) |
| state | Optional sub-region or state (leave blank for most cases) |
| start_date / end_date | Format: YYYY-MM-DD |
| granularity | daily, weekly, monthly (used in traffic metrics) |
| aggregation | SUM, AVG, MIN, MAX, MEDIAN, FIRST |
| metrics | e.g. "visits", "bounce_rate" (used in geography function) |
| main_domain_only | TRUE to exclude subdomains |
| show_verified | TRUE to include GA-verified data |
| mtd | Month-to-date (TRUE/FALSE) |
| engaged_only | Only engaged visits (TRUE/FALSE) |
| limit | Number of rows to return (used in geography) |
| return_values_only | TRUE to return data without headers |
Sharing & Ownership
Important note:
API keys are tied to the owner of the sheet. Anyone accessing the shared Sheet uses the owner’s data credits.
Best Practice for Sharing:
- Share as “View Only”
- Client/teammate makes a copy of the Sheet
- Client/teammate installs the add-on and enters their own API key
To prevent accidental credit usage, use Freeze API Calls or delete your key from the sidebar and click Save.
Once finalized, click Unfreeze to fetch the latest data.
Troubleshooting & Errors
| Error | Cause |
|---|---|
| # ERROR! with no response | Invalid API key or domain |
| Data Not Found (404) | Domain/country not supported |
| Invalid Country | Wrong country code |
| Blank Cell | Possibly return_values_only = TRUE with no results |
Advanced Features
Aggregation
Aggregate your results over a date range using: SUM, AVG, MIN, MAX, MEDIAN, FIRST.
=SIMILARWEB_TRAFFIC_VISITS_DESKTOP("cnn.com", "US", "2024-01-01", "2024-12-31", "monthly", "AVG", "", TRUE, FALSE, FALSE, TRUE)
Return Values Only
Strip header rows from your response
=SIMILARWEB_GEOGRAPHY_DESKTOP("cnn.com", "US", "", "2024-01-01", "2024-03-31", "SUM", "visits", TRUE, FALSE, 10, TRUE)
Available metrics:
Traffic & Engagement metrics:
| Endpoint | API Reference |
|---|---|
| Total Traffic Visits (Desktop & Mobile) | View endpoint |
| Traffic Visits (Desktop) | View endpoint |
| Traffic Visits (Mobile Web) | View endpoint |
| Unique Visitors (Desktop) | View endpoint |
| Unique Visitors (Mobile Web) | View endpoint |
| Page Views (Desktop & Mobile) | View endpoint |
| Page Views (Desktop) | View endpoint |
| Page Views (Mobile Web) | View endpoint |
| Pages Per Visit (Desktop & Mobile) | View endpoint |
| Pages Per Visit (Desktop) | View endpoint |
| Pages Per Visit (Mobile Web) | View endpoint |
| Average Visit Duration (Desktop & Mobile) | View endpoint |
| Average Visit Duration (Desktop) | View endpoint |
| Average Visit Duration (Mobile Web) | View endpoint |
| Bounce Rate (Desktop & Mobile) | View endpoint |
| Bounce Rate (Desktop) | View endpoint |
| Bounce Rate (Mobile Web) | View endpoint |
| Deduplicated Audience (Desktop & Mobile) | View endpoint |
| Desktop vs. Mobile Split | View endpoint |
Ranking metrics:
| Endpoint | API Reference |
|---|---|
| Country Rank (Desktop & Mobile) | View endpoint |
| Global Rank (Desktop & Mobile) | View endpoint |
| Industry Rank (Desktop & Mobile) | View endpoint |
Geographical metrics:
| Endpoint | API Reference |
|---|---|
| Geography (Desktop & Mobile) | View endpoint |
| Geography (Desktop) | View endpoint |
| Geography (Mobile Web) | View endpoint |
Audience metrics:
| Endpoint | API Reference |
|---|---|
| Deduplicated Audience - (Desktop & Mobile) | View endpoint. |
Keyword Research metrics:
| Endpoint | API Reference |
|---|---|
| Branded Distribution by Clicks | View endpoint |
| Keywords Overview | View endpoint |
| Landing Pages | View endpoint |
| SERP Players | View endpoint |
| Website Keywords | View endpoint |
Segment and Marketing Channels metrics:
| Endpoint | API Reference |
|---|---|
| Segment Marketing Channels - Desktop | View endpoint |
| Segment Traffic and Engagement - Desktop | View endpoint |
| Segment Traffic and Engagement - Total | View endpoint |
| Visits by Marketing Channel - Desktop | View endpoint |
FAQ
How is usage billed?
Each formula call uses your API credits per your subscription plan.
Can I schedule data refreshes?
Use Google Sheets’ Apps Script to set up timed refreshes.
Is the add-on free?
Yes, for Similarweb customers with API access.
For more information and guidance reach out to your account manager.
Updated about 19 hours ago