The Semrush Traffic & Market Toolkit is your all-in-one solution for understanding how any business performs online—and how it stacks up against the market. It combines detailed traffic analysis, audience insights, competitive benchmarking, and market trends into a streamlined interface.
Whether you’re optimizing your marketing strategy, sizing up the competition, or planning expansion, the Traffic & Market Toolkit gives you the reliable data you need to act with confidence.
What does the Traffic & Market Toolkit include?
The toolkit is made up of specialized dashboards, each designed to help you answer a specific set of questions related to your competitor’s traffic and marketing activity, as well as trends in your overall market.
Here’s a list of the data available in the toolkit:
- Traffic Analytics: See a high-level snapshot of any domain’s performance—traffic volumes, user engagement, key trends, and channel distribution.
- Daily Trends: Track daily shifts in web traffic across major channels, with granular breakdowns by source and device.
- Traffic Distribution: Deep dive into performance by channel: AI Traffic, Organic Search, Paid Search, Paid Social, Organic Social, Referral, Email, and Display Ads. Each source has its own dedicated dashboard with trend lines, device splits, top sources, trending pages, and more.
- Traffic Sources & Destinations: Map how users arrive at a domain and where they go after. This helps you analyze referral patterns and identify key inbound and outbound flows across the digital journey.
- Top Pages: Find your competitors’ most visited pages. Break down page-specific activity, including traffic trends by channel, purchase conversion trends, device splits, and more.
- Subfolders & Subdomains: Break down traffic by subfolders and subdomains to pinpoint how different site sections perform and where traffic is concentrated.
- Regional Trends: Explore traffic distribution by country, U.S. state, business region, and geographical region. Identify where market audiences come from and how their engagement varies over time.
- Audience Insights: Understand who your competitors attract. Analyze age, sex, geographic location, overlap with other websites, and household profiles
- Market Overview: Analyze your competitive landscape and spot emerging trends. See who the key players are, how fast they’re growing, and where your domain stands in the market.
- Bulk Market Analysis: Compare up to 100 domains side by side for a broad look at traffic, positioning, and growth metrics across the industry.
- Competitor Monitoring (EyeOn): Automatically track competitors’ digital activity—new content, campaigns, and updates across key marketing channels.
Within each dashboard, you can view historical traffic data going back to 2017 and analyze performance in over 190 countries worldwide.
Pricing
You can access the Traffic & Market Toolkit through three different plans, depending on your needs and team size:
- Traffic & Market Free trial: 7-day free access
- Traffic & Market Pro: $289/monthly
Limits
Access to the Traffic Analytics dashboard depends on your subscription level. Here's a breakdown of the key differences between the Free and Pro plans:
Free Plan
You can only view data for sample domains. Real domain analysis and competitor comparisons are not available.
Traffic & Market Pro
Includes full access to real domain data and all features listed on the pricing page:
- 1 user seat
- Maximum of 3,000 requests per day
Traffic & Market Custom Plan
Designed for organizations that need custom solutions and team access:
- Custom team pricing
- API access
For all paid plans, historical data, channel breakdowns, traffic journey insights, and geo data are fully accessible. Free users will need to upgrade to analyze custom domains.
Frequently Asked Questions
Yes, you can use the Traffic & Market toolkit if you don't have a paid subscription, but your access to the toolkit’s full functionality will be limited. You’ll only be able to view data for default sample domains.
If you’re interested in trying the full functionality of the Traffic & Market toolkit, you can take a 7-day free trial by following this link.
In the Traffic Distribution Dashboards, “AI Traffic” refers to traffic coming from websites or platforms powered by large language models (LLMs) that provide AI-generated answers, recommendations, or interactions. These assistants are becoming a new source of referral traffic, as users increasingly rely on them to discover content, products, and services.
Currently, the Traffic & Market Toolkit tracks traffic coming from the most popular AI assistants, including, chatgpt.com, claude.ai, gemini.google.com, copilot.microsoft.com, and many more. For the full list, see this article.
This list may grow as new assistants emerge or gain popularity. The dashboard allows you to see whether your site—or your competitors' sites—are receiving traffic from any of these sources.