SimilarWeb

SimilarWeb is a digital intelligence platform that provides web analytics, traffic insights, and competitive intelligence to help businesses understand website performance, user behavior, and market trends.

Power end-to-end data operations for your SimilarWeb API with Nexla. Our bi-directional SimilarWeb connector is purpose-built for SimilarWeb, making it simple to ingest data, sync it across systems, and deliver it anywhere — all with no coding required. Nexla turns API-sourced data into ready-to-use, reusable data products and makes it easy to send data to SimilarWeb or any other destination. With comprehensive monitoring, lineage tracking, and access controls, Nexla keeps your SimilarWeb workflows fast, secure, and fully governed.

Features

Type: API

SourceDestination

• Seamless API Integration: Connect to any endpoint as source or destination without coding, with automatic data product creation
• Visual Composition & Chaining: Build complex integrations using visual templates, chain API calls, and compose workflows with data validation and filtering
• API Proxy: Expose curated slices of your data securely with a secure and customizable API proxy that validates and transforms data on the fly
• Request optimization with intelligent batching, retry, and caching to minimize API calls and costs

Prerequisites

Before creating a SimilarWeb credential, you need to obtain your API Key from your SimilarWeb account. SimilarWeb uses API Key authentication for all API requests, with the API key sent as a URL parameter.

To obtain your SimilarWeb API Key, follow these steps:

1. Sign in to your SimilarWeb account using your administrator credentials.

2. Navigate to your account settings or API management section in the SimilarWeb interface.

3. Look for the API or API Keys section in your account settings, or navigate to Settings > API or Account > API Keys.

4. If you don't have an API key yet, look for the option to generate or create your API key.

5. Click Create API Key or Generate API Key to create a new API key.

6. Configure your API key settings:

   • Enter a name for the API key (e.g., "Nexla Integration")
   • Review and select the permissions or scopes for the key (if applicable)

7. Click Create or Generate to create the API key.

8. Copy the API key immediately after it's generated, as it may not be accessible again after you navigate away from the page.

9. Store the API key securely, as you will need it to configure your Nexla credential. The API key is sensitive information and should be kept confidential.

The API key is sent as a URL parameter (api_key) in all API requests to the SimilarWeb API. The API key authenticates your requests and grants access to SimilarWeb resources based on your account permissions. To access the full capabilities of the SimilarWeb API, you need to authenticate your requests using an API key. If your API key is compromised, you should immediately revoke it in your SimilarWeb account settings and generate a new one. For detailed information about obtaining API keys, API authentication, and available endpoints, refer to the SimilarWeb API documentation.

Authenticate

Credentials required

Field	Required	Secret	Description
API Key Value	Yes	Yes	To access the full capabilities of the Similarweb API, you need to authenticate your requests using an API key.

Create a credential in Nexla

1. After selecting the data source/destination type, click the Add Credential tile to open the Add New Credential overlay.

New Credential Overlay – SimilarWeb

2. Enter a name for the credential in the Credential Name field and a short, meaningful description in the Credential Description field.

3. Enter your SimilarWeb API Key Value in the API Key Value field. This is the API key you obtained from your SimilarWeb account settings (Settings > API or Account > API Keys). The API key is sent as a URL parameter (api_key) for all API requests to the SimilarWeb API. To access the full capabilities of the SimilarWeb API, you need to authenticate your requests using an API key. The API key is sensitive information and must be kept confidential.

   Your SimilarWeb API key can be found in your SimilarWeb account settings under Settings > API or Account > API Keys. The API key is sent as a URL parameter (api_key) for all API requests to the SimilarWeb API. To access the full capabilities of the SimilarWeb API, you need to authenticate your requests using an API key.

   If your API key is compromised, you should immediately revoke it in your SimilarWeb account settings and generate a new one. The API key provides access to your SimilarWeb account data and should be treated as sensitive information. Keep your API key secure and do not share it publicly.

   For detailed information about obtaining API keys, API authentication, and available endpoints, see the SimilarWeb API documentation.

4. Click the Save button at the bottom of the overlay. The newly added credential will now appear in a tile on the Authenticate screen during data source/destination creation and can be selected for use with a new data source or destination.

Use as a data source

To create a new data flow, navigate to the Integrate section, and click the New Data Flow button. Select the SimilarWeb connector tile, then select the credential that will be used to connect to your SimilarWeb account, and click Next; or, create a new SimilarWeb credential for use in this flow.

Endpoint templates

Nexla provides pre-built templates that can be used to rapidly configure data sources to ingest data from common SimilarWeb endpoints. Select the endpoint from which this source will fetch data from the Endpoint pulldown menu. Available endpoint templates are listed in the expandable boxes below.

Traffic and Engagement-Total Traffic

This endpoint template returns total traffic details for a given domain such as visits, bounce rate, pages per visit and page views from SimilarWeb. Use this template when you need to retrieve comprehensive traffic and engagement metrics for a website.

• This endpoint automatically retrieves total traffic and engagement data from SimilarWeb for the specified domain and date range. The endpoint uses the configured parameters to construct the API request URL with the domain name, traffic parameter type, start date, and end date.

This endpoint returns total traffic details for a given domain, including visits, bounce rate, pages per visit, and page views. The endpoint requires a domain name, traffic parameter type, start date, and end date to be configured in the URL template. The endpoint returns data in JSON format for the specified date range and country.

For detailed information about traffic and engagement metrics, API response structures, available parameters, and available traffic data, see the SimilarWeb API documentation.

Fetch Audience Interests

This endpoint template fetches Audience Analysis for the traffic visiting a domain on desktop from SimilarWeb. Use this template when you need to retrieve audience interest data and analysis for a website.

• This endpoint automatically retrieves audience interests data from SimilarWeb for the specified domain, platform type, and date range. The endpoint uses the configured parameters to construct the API request URL with the domain name, platform type, start date, and end date.

This endpoint returns Audience Analysis for the traffic visiting a domain on desktop, including audience interests and also-visited websites. The endpoint requires a domain name, platform type, start date, and end date to be configured in the URL template. The endpoint returns data in JSON format for the specified date range and country.

For detailed information about audience interests, API response structures, available parameters, and available audience data, see the SimilarWeb API documentation.

Once the selected endpoint template has been configured, click the Test button to the right of the endpoint selection menu to retrieve a sample of the data that will be fetched. Sample data will be displayed in the Endpoint Test Result panel on the right, allowing you to verify that the source is configured correctly before saving.

Manual configuration

SimilarWeb data sources can also be manually configured to ingest data from any valid SimilarWeb API endpoint, including endpoints not covered by the pre-built templates, chained API calls, or custom query parameters. Select the Advanced tab at the top of the configuration screen, and follow the instructions in Connect to Any API to configure the API method, endpoint URL, date/time and lookup macros, path to data, metadata, and request headers.

SimilarWeb API typically uses the GET method. Endpoint URLs follow the pattern https://api.similarweb.com/v1/website/{domain}/total-traffic-and-engagement/{parameter_type}?start_date={date}&end_date={date}, with the API key added automatically as a URL parameter. For the Response Data Path, use $ to extract the entire response for single-record endpoints, $.records[*] to extract all items from a records array, or $[*] to extract all items from a response array, depending on the endpoint.

Once all of the relevant settings have been configured, click the Create button in the upper right corner of the screen to save and create the new SimilarWeb data source. Nexla will now begin ingesting data from the configured endpoint and will organize any data that it finds into one or more Nexsets.

Use as a destination

Click the + icon on the Nexset that will be sent to the SimilarWeb destination, and select the Send to Destination option from the menu. Select the SimilarWeb connector from the list of available destination connectors, then select the credential that will be used to connect to your SimilarWeb account, and click Next; or, create a new SimilarWeb credential for use in this flow.

Endpoint templates

Nexla provides pre-built templates that can be used to rapidly configure destinations to send data to common SimilarWeb endpoints. Select the endpoint to which data will be sent from the Endpoint pulldown menu. Then, click on the template in the list below to expand it, and follow the instructions to configure additional endpoint settings.

Subscribe events for a domain

This endpoint template allows you to subscribe to events for a domain using records from a Nexset. Webhooks provide a way for notifications to be delivered to an external web server whenever certain events occur on SimilarWeb's API.

• This endpoint sends data as JSON in the request body to subscribe to webhook events in your SimilarWeb account. Each record from your Nexset will be sent as a separate API request to create a webhook subscription. The request body should contain the subscription data in the format required by the SimilarWeb API. This endpoint will also create a new data source to receive webhook notifications.

This endpoint sends data as JSON in the request body to subscribe to webhook events for a domain in your SimilarWeb account. Each record from your Nexset will be sent as a separate API request to create a webhook subscription. The request body should contain the subscription data in the format required by the SimilarWeb API, including domain information, event types, and webhook URL.

This endpoint will automatically create a new data source to receive webhook notifications from SimilarWeb. The subscription structure must match the SimilarWeb API's expected format.

For detailed information about webhook subscriptions, request body formats, and available subscription properties, see the SimilarWeb API documentation.

Unsubscribe a subscription

This endpoint template allows you to unsubscribe from a specific Webhook event by subscription ID using records from a Nexset. Use this template when you need to cancel webhook subscriptions in your SimilarWeb account.

• Enter the subscription ID in the Subscription ID field. This should be the unique identifier of the webhook subscription you want to unsubscribe from. The subscription ID determines which subscription will be cancelled.

This endpoint sends data as JSON in the request body to unsubscribe from a specific webhook event by subscription ID in your SimilarWeb account. Each record from your Nexset will be sent as a separate API request to cancel a webhook subscription. The request body should contain the unsubscribe data in the format required by the SimilarWeb API.

This endpoint will automatically create a new data source to receive confirmation of the unsubscription. For detailed information about unsubscribing from webhooks, request body formats, and available subscription properties, see the SimilarWeb API documentation.

Manual configuration

SimilarWeb destinations can also be manually configured to send data to any valid SimilarWeb API endpoint, including endpoints not covered by the pre-built templates, or when you need custom API configurations. Using manual configuration, you can also configure Nexla to automatically send the response received from the SimilarWeb API after each call to a new Nexla webhook data source. Select the Advanced tab at the top of the configuration screen, and follow the instructions in Connect to Any API to configure the API method, data format, endpoint URL, request headers, attribute exclusions, record batching, and response webhooks.

SimilarWeb API typically uses the POST or PUT method for creating or updating resources, and expects JSON format for all requests (e.g., https://api.similarweb.com/v1/webhooks/subscribe), with the API key added automatically as a URL parameter. Configure the request body as {message.json} to send the entire Nexset record as JSON, or construct a custom JSON structure matching the endpoint's expected fields. For detailed request body formats and available endpoints, see the SimilarWeb API documentation.

Save & activate

Once all endpoint settings have been configured, click the Done button in the upper right corner of the screen to save and create the destination. To send the data to the configured SimilarWeb endpoint, open the destination resource menu, and select Activate.

The Nexset data will not be sent to the SimilarWeb endpoint until the destination is activated. Destinations can be activated immediately or at a later time, providing full control over data movement.