How does Alexa determine the metrics and insights for sites?

Most of our metrics are estimates that are based on our global data panel which represents a sample of all Internet users.

To generate our metrics, we count visits and pageviews for each site and apply data science to estimate what the total traffic and engagement for each site might be.

We also show directly measured metrics for sites that are Certified and that have chosen to publicly display their Certified Metrics. If these metrics are public they will replace the estimates. You can certify your own site with a subscription to any Alexa plan.

You can learn more about how specific information on the Site Overview tool is determined by clicking on the bubble next to any metric or insight.