Brand traffic is measured for the store, not its parent domain

Fixed

• A storefront on a subdomain no longer inherits its parent's audience. store.nytimes.com was filed with 178,145,790 monthly visits, shop.weather.com with 111,541,870 and shop.bbc.com with 75,210,077 — nytimes.com's, weather.com's and bbc.com's traffic, borrowed whole by the shop that sits on them. Ranking by traffic put those three at the top of the list, which is why the list did not rank by traffic.
• Where the host was the right one, the figure was still roughly half the truth. Measured against SimilarWeb on the same month: ea.com 40.2M against 77.1M, fashionnova.com 23.1M against 39.1M, ring.com 15.3M against 34.3M, temu.com 51.5M against 1.23 billion.
• The "Similar Web" number is a rank again. For a store SimilarWeb had never ranked under that exact host it returned a placeholder in the 12.1M band, which the dashboard printed through a thousands formatter as "12.1M" — next to visit counts, reading like an audience.

New

• Traffic is a measurement with a month attached. Each brand carries the visits SimilarWeb recorded for that exact host, the month they cover, the month before for comparison, and its real global, country and category rank.
• Brand detail opens up. Three months of measured history, pages per visit, bounce rate, average visit duration, the split between direct, organic and paid search, social, email, referral, affiliate, display and AI-assistant traffic, the top five countries by share, and the top five search keywords with their volume.
• Lists rank by measured visits. Stores that have been measured rank against each other on the real number.

While the measurement catches up

• Coverage is being collected now and grows by the hour. A store it has not reached yet keeps the figure it has always shown, labelled as the store index's own estimate, and switches over the moment it is measured. Nothing goes blank, and a store that has never been measured is never shown as zero — an unmeasured store is unknown, not empty.