How We Score
The GBI Score is a composite rating from 20 to 95 that evaluates a brand's global online presence across five dimensions. All traffic data is sourced from SimilarWeb.
Monthly Visits
40%Total website traffic in the most recent month, normalized on a logarithmic scale. Log-scaling ensures that mid-sized brands are not completely overshadowed by giants like Amazon or Shein.
3-Month Growth
25%Traffic trajectory over the past three months, calculated as (Month 3 − Month 1) / Month 1. This captures momentum — a fast-growing brand scores higher than a stagnant one with more traffic.
Pages per Visit
15%Average number of pages viewed per session. Higher values indicate deeper user engagement and stronger content or product discovery.
Bounce Rate (inverted)
10%Percentage of visitors who leave after viewing only one page. We invert this metric so that a lower bounce rate yields a higher score — rewarding sites that retain visitors.
Time on Site
10%Average session duration in seconds. Longer sessions suggest more meaningful engagement with the brand's content or products.
Scoring Process
- 1Normalize — Each metric is min-max normalized across the entire dataset. Visits use a log₁₀ scale to handle the wide range.
- 2Weight — Normalized values are multiplied by their respective weights and summed into a raw composite score.
- 3Rescale — The raw score is linearly rescaled so the top brand maps to ~95 and the bottom to ~20, making scores intuitive and comparable.
FAQ
Why not rank by visits alone?
Raw traffic favors incumbents. A brand with 10M visits but declining traffic, high bounce rate, and low engagement may be less impressive than a fast-growing brand with 500K visits and deep user engagement. Our composite approach captures the full picture.
How often is data updated?
Traffic data is refreshed monthly from SimilarWeb. Scores are recalculated each time new data is available.
Are scores absolute or relative?
Relative. Scores are normalized within the current dataset, so they reflect how a brand compares to others in the index, not an absolute benchmark.