No, X Isn’t Seeing ‘All Time Excessive’ Site visitors


Whether or not Elon Musk’s X (previously Twitter) undertaking is performing nice or not, X is doing itself no favors with its repeated amplification of deceptive, and/or incorrect, stats.

Right this moment, Elon Musk pinned this put up on his timeline, which purportedly reveals that X is reaching new highs in visitors.

However that’s not what this chart signifies.

First off, the chart, which has been sourced from search engine optimization administration platform SEMRush, shows web site visitors solely, and doesn’t embody app utilization. Round 80% of X’s utilization comes by way of the app, so that is solely a minor fraction of X’s total utilization knowledge, primarily based particularly on visits to www.x.com (or www.twitter.com).

So it’s not indicative of total visitors, and/or utilization of the app.

However the larger query about this chart, after all, is why X noticed such an enormous spike in visitors in April final yr?

As I’ve lined beforehand, natural visitors to www.twitter.com, primarily based on SEMRush’s knowledge, went from round a billion per day, on common, up until April fifth 2023, to greater than 2 billion simply two days later, on April seventh. Since then it’s continued to extend, and is now as much as a median of round 3 billion per day.

However nothing particular occurred in April final yr. So why the soar?

I requested SEMRush, and this was their clarification:

“Upon reviewing the report, there seems to be a misunderstanding concerning the natural visitors values. The spike noticed within the knowledge corresponds with an replace we carried out. This replace, executed on April sixth, resulted in further knowledge being included into our metrics (that’s the SERP Options). Consequently, this led to spikes in figures in our toolkit throughout all web sites, not completely Twitter.

In different phrases, SEMRush modified its reporting methodology to incorporate SERP Options, the breakout panels in Google Search that present, amongst different issues, X posts associated to your search time period.

Which, after all, benefited X’s visitors numbers considerably.

“The outstanding enhance in visitors statistics you noticed and are referring to displays a big replace in our knowledge assortment methodology at SEMRush […] A good portion of the noticed visitors enhance, particularly for domains like Twitter.com, might be attributed to the inclusion of Twitter SERP Options in our monitoring.

So the soar in April final yr just isn’t reflective of a visitors enhance for X in any respect, and is sort of fully linked to this replace.

Which can also be why this report doesn’t align with different third occasion reviews that we’ve reported on, together with:

  • Apptopia’s report, launched in October final yr, which confirmed that X has seen a 13% decline in day by day lively customers since Musk took over on the app.
  • SimilarWeb, which reported that X has seen a 14% decline in cellular and internet visits since September 2022.
  • AppAnnie’s 2023 “State of Cell” report, which discovered that X’s month-to-month lively person rely declined considerably between 2022 and 2023.
  • Sensor Tower’s latest replace, which confirmed that X utilization has declined 18% year-over-year
  • Edison Analysis’s Infinite Dial report for 2023, which signifies that X has seen a 30% decline in utilization, primarily based on person surveys.

Certainly, X itself reported in November 2022 that it had 250 million day by day lively customers, which is the very same quantity it reported once more this month, which means that it isn’t seeing any main spike in utilization.

It’s not essentially shedding visitors both, primarily based on this. However the concept that X may have in some way tripled its internet visitors, and maintained the very same quantity of total customers appears implausible.

Until a heap of individuals stopped utilizing the cellular app, and began utilizing it on internet as a substitute. Which appears equally uncertain.

Basically, the chart that Elon is amplifying doesn’t display the speedy progress that he’s suggesting. It simply raises extra questions on all the information that X shares, and the accuracy of its reporting, versus showcasing its success.



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