Introducing Enhanced Web Insights: 3 New Reports & How to Use Them

Sensor Tower has significantly expanded its Web Insights product, now covering 4 million websites (up sixfold) and 12 million paths across 56+ countries. The core data enhancements improve stability and real-world performance alignment. Three new reports offer critical insights for ad operations: (1) Traffic Flow maps inbound/outbound traffic across specific websites, enabling identification of high-value referral partnerships and competitor benchmarking.

Filters allow analysis by industry or geography. (2) LLM Market Share reveals relative usage of AI platforms like ChatGPT, Claude, and Gemini, tracking metrics such as chats, users, and messages per chat. This helps brands adapt from SEO to generative engine optimization (GEO) as AI referrals grow.

(3) Gen AI Brand Mentions tracks how often brands appear in LLM conversations, providing AI share of voice across markets and competitive comparisons. Additionally, Spike Analysis uses AI to automatically detect and explain traffic anomalies. For ad ops decision-makers, these tools offer actionable data to refine traffic acquisition strategies, identify synergistic partners, benchmark against competitors, and optimize for AI-driven discovery.

The key takeaway: as consumer attention shifts to AI interfaces, brands must adopt new analytics to stay competitive.