Introduction

The Similarweb Excel Add-in enables customers with API access to seamlessly pull traffic and engagement data directly into Microsoft Excel. This eliminates the need for manual API calls or technical expertise, allowing users to:

• Retrieve data directly within Excel using simple formulas.
• Automate updates in reports without needing additional scripts.
• Combine Similarweb data with internal datasets for deeper insights.
• Create custom metrics and aggregations on demand.

This guide walks through installation, setup, usage, and advanced features, ensuring you get the most value from the add-in.

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Installation & Setup

Installing the Add-in

You can install the Similarweb Excel Add-in via:

Microsoft AppSource

1. Open Excel, go to Insert > Get Add-ins.
2. Search for Similarweb.
3. Click Add, then confirm installation.
4. Alternatively you can visit the Microsoft Appsource product page and install the Add-in from there.

Direct Installation in Excel

1. Navigate to More Add-ins under the Excel ribbon.
2. Open the Microsoft Store and search for Similarweb.
3. Click Add to install.

Setting Up the Add-in

1. Open the Similarweb Excel Add-in from the Excel ribbon.
2. Enter your Similarweb REST API key:
   1. Go to your Similarweb Account Page.
   2. Locate ‘REST API’ under Data tools and copy your API key.
   3. Paste it into the add-in’s authentication field.
3. Click Save—you are now ready to pull data!

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Available Metrics

The following metrics can be retrieved via the Excel Add-in:

Traffic & Engagement endpoints:

Ranking endpoints:

Geographical endpoints:

Audience endpoints:

Keyword Research endpoints:

Segment and Marketing Channels endpoints:

Each metric supports multiple parameters, including domain, country, date range, granularity, aggregation, and additional flags.

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Retrieving Data in Excel

Using Similarweb Functions

The add-in allows users to retrieve data using functions. To start:

1. Select a cell and type =SIMILARWEB.
2. Excel will display available endpoints (e.g., TOTAL_TRAFFIC_VISITS_DESKTOP_AND_MOBILE).
3. Select an endpoint and enter the required parameters:

=SIMILARWEB.TOTAL_TRAFFIC_VISITS_DESKTOP_AND_MOBILE("cnn.com", "US", "2024-01-01", "2024-12-31", "monthly", , TRUE, FALSE, FALSE, FALSE, FALSE)

4. Press Enter—the data will populate directly in the sheet.

Formula Builder

Instead of manually writing formulas, users can leverage the built-in Formula Builder to insert Similarweb formulas with ease:

1. Click Insert Formula in Excel.
2. Search for Similarweb functions.
3. Select the desired function and enter required parameters via the guided form.
4. Click Done—the function is automatically inserted into the selected cell.

Understanding Function Parameters

Each endpoint in the Similarweb Excel add-in has slightly different parameters. While most functions include common parameters such as domain_name, country, start_date, end_date, and granularity, others may require additional inputs based on the metric being retrieved.

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The 'aggregation' and 'return_values_only parameters' are unique to this add-in, allowing for advanced data manipulation. To learn more, scroll down to 'Advanced Features'

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Always refer to the metric-specific syntax to ensure correct usage of parameters

Handling Errors

Here are the various error responses you may receive when using the Excel Add-in. They will be displayed in the 'Error Messages' window in

• If a domain has no data, the API returns Error 404 (“Data Not Found”).
• If the country code is invalid, you will see Invalid Country.
• Ensure date formats are correct (YYYY-MM-DD).
• For the full list of possible errors, go here.

Freezing API Calls to Prevent Unnecessary Credit Usage

The Freeze API Calls feature allows users to configure and modify their reports without consuming additional API credits. When API calls are "frozen," no requests are sent to the Similarweb servers. Once switched back on, any changes made in formulas or report parameters will be updated with fresh data from Similarweb.

How to Use 'Freeze API'

1. Click Freeze API Calls in the add-in sidebar.
2. Modify your formulas, parameters, and report structures without triggering new API calls.
3. When ready, click Unfreeze API Calls to update your data with the latest insights from Similarweb.

This feature is particularly useful when setting up complex reports, allowing users to adjust inputs without depleting their API credit balance.

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Advanced Features

The Similarweb Excel Add-in includes several advanced features to enhance data retrieval and analysis:

Return Values Only Flag

By default, API responses return both column headers and data. The Return Values Only flag removes headers, allowing for cleaner data integration into reports. To activate:

=SIMILARWEB.TOTAL_TRAFFIC_VISITS_DESKTOP_AND_MOBILE("cnn.com", "US", "2024-01-01", "2024-12-31", "monthly", "SUM", TRUE, FALSE, FALSE, FALSE, TRUE)

Setting the last parameter to TRUE returns data without headers.

Aggregation Functions

Users can apply aggregation functions to retrieved data, including:

• SUM (Total)
• AVG (Average)
• MIN (Minimum value)
• MAX (Maximum value)
• MEDIAN (Median value)
• FIRST (Returns first entry in the dataset)

Example usage:

=SIMILARWEB.BOUNCE_RATE_DESKTOP("cnn.com", "US", "2024-01-01", "2024-12-31", "monthly", "AVG")

This formula returns the average bounce rate over the specified period.

Requesting Specific Dates

While the API officially supports monthly, weekly, and daily data, the Excel add-in allows requesting specific date ranges:

=SIMILARWEB.TOTAL_TRAFFIC_VISITS_DESKTOP_AND_MOBILE("cnn.com", "US", "2024-02-15", "2024-02-20", "daily")

Even though by default the API retrieves full-month data, the add-in extracts only the requested range within that month.

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FAQ

1. How do I find my Similarweb API key?
   Your API key is available in your Similarweb account settings under the REST API section. Copy and paste it into the add-in to authenticate.
2. What happens when I freeze API calls?
   When API calls are frozen, no requests are sent to Similarweb. You can modify formulas without consuming API credits. When you unfreeze, the latest data will be fetched.
3. Can I use multiple Similarweb formulas in the same Excel sheet?
   Yes! You can use multiple formulas in different cells to pull various metrics and create complex reports.
4. What does the ‘Return Values Only’ option do?
   When enabled, this removes headers from API responses, ensuring cleaner table outputs for reports.
5. How do I aggregate data within the add-in?
   Use the aggregation parameter in formulas (e.g., AVG, MAX, MEDIAN) to summarize data directly in Excel.
6. What should I do if I get a ‘Data Not Found’ error?
   Check that the domain and country you entered are supported. Some metrics may not be available for all domains or geographies.
7. Does the add-in work for all Excel versions?
   The add-in works with Microsoft 365 and Excel 2016 or later. Ensure your version supports add-ins from AppSource.
8. Can I request specific date ranges even if the API doesn’t officially support it?
   Yes! The add-in allows for requesting specific date ranges by extracting only the relevant data from the API response.
9. Will my data update automatically?
   If the formulas reference dynamic inputs, updating those values will automatically refresh the data when API calls are enabled.
10. Where can I get support if I run into issues?
    Visit Similarweb’s support center or contact [email protected] for assistance.