The Estimated Views metric is an article-level estimation of how many people will read a piece of coverage.
Say for instance you are one of the brands mentioned here. If we look at SimilarWeb's sitewide traffic, it predicts that 301 million visit the Guardian a month.
But that’s not how many people will see that piece of coverage. The site covers everything from breaking news to sports, culture and lifestyle. It would be unrealistic to say that everyone who went to check on the latest football scores or the latest news stayed to read every last piece.
While sitewide metrics can be useful for understanding how popular a site is, they are not a realistic view of how many people will read your coverage.
So we use a more realistic figure - Estimated Views
How are Estimated Views calculated?
Estimated Views are a proprietary algorithm from CoverageBook and factors in…
The traffic to the site - sitewide data is still a major factor - the more traffic the site has, the more people are likely to see your coverage. As well as traffic, we also look at followers and subscribers to that outlet.
How many pages on the site - if a website has only a few pages, a higher percentage of the overall traffic will see your page. But if a website has millions of pages, a lower percentage of the traffic would likely see each specific page
If the article is on the homepage or deeper in the site - If the coverage was on the homepage it will receive more of the overall traffic but if it’s hidden deeper, fewer people are likely to find it
How many times a piece has been shared and related engagement rates - If the piece has been shared a lot on social channels more people will see it, regardless of where it is placed on the site. So we then factored in how increased engagement rates would increase views.
If you would like to know more, this article has more information on why we crested Estimated Views; The problem it solves, our methodology + FAQS relating to it.