Imagine the business insight you’d have if you could lift the curtain on every site on the internet.

That’s the idea behind Nacho Analytics, a research tool created by the team at SpyFu. Having other sites’ web analytics lets you treat the entire online world like a masterclass in business. Choose a strong website. Pull up their analytics, and review for valuable lessons you can use on your own site.

What You Can Do With It

Build your own strategies around answers to questions like these:

  • Which of their landing pages convert best?
  • What kind of content are their visitors devouring?
  • What is their best selling product?
  • Which brings in more customers -- their email marketing or Facebook?
  • Which of their pricing strategies work best?

How You Get That Information

After you set up an account with Nacho Analytics, you can add your first website.

All it takes on your end is typing the site's name into your Nacho Analytics website slot. We'll send the analytics to the Google account you choose.

We never need access to your private account. Since we set up the analytics view and give you access, it's a one way street. All we’ll need from you is the Gmail (or G Suite) email that tells us which account to share it with.

We send the data to your own analytics platform, setting up goals for any conversion events we can detect. The Nacho Analytics dashboard (shown below) just gives you a place to organize the sites you've added and get new inspiration for others to research.

It’s in your hands from there. You can filter, sort, and analyze it any way that you usually digest analytics. This gives you a far more flexible platform to view segments, time of day traffic, and on-page behavior that has never been available before.

The Data We Collect

We’re striving for the most accurate data we can deliver

What you see will be a microcosm of what’s happening on the internet. Directly sourced from actual people browsing and using websites, the data lands in your account within two hours of it having happened.

Of course we can’t capture every single person across the entire internet. To make the truest traffic estimates, we use actual website visitor data to model activity on a larger scale.

What it doesn’t cover

One important weakness in our data is that we don’t have mobile data. For websites that see more mobile-based traffic, our estimates will be farther from the mark than they would be for other websites.

The behavior we show will be a closer match to what desktop visitors do. As long as you interpret the data with that in mind, you can still gain valuable insights into what is happening on the page.

We can’t see any passwords, logins, or even keystrokes (which is good for all of us), so you’re not actually logging into anyone’s account--ever. We just get the details of how people arrive at sites, when they leave, and which pages keep them the most interested while they are there.

There are no connections or agreements with analytics platforms to give us your information. We’re not associated with, or endorsed by, Google. Which leads to the next question...

Then where does Nacho Analytics get its data?

Millions of opt-in users (from all over the world) share their browsing data with us. Some of it might also come from publicly available information. It’s GDPR compliant, and we’ve disabled any personally identifying information. You might be able to see that a person ordered from Zappos, but we won’t be able to tell which person ordered from Zappos.

Isn’t this just like…

We’ve learned that when people are trying to make sense of something new, they want to compare it to what they have seen before. Nacho Analytics opens doors to information you’ve never had before, but we can understand the similarities.

How is this different from SimilarWeb?

When it comes to extracting data from various samples, they’re right. The two tools start to act different when it comes to analyzing those metrics. Nacho Analytics focuses on user behavior within a site, not just the traffic that got there.

SimilarWeb is limited to showing you just top level information with most of it covering traffic and referrals. They package it up and give it to you the way that they see fit. Nacho Analytics is going to let you see things like conversions, bounce rates, exit pages and top selling products. Absolutely no one has ever been able to show this to you before--including SimilarWeb.

Plus, Nacho Analytics lets you use a familiar analytics platform so you can see goals and set up sequences to get more out of the data. If you’re a fan of SimilarWeb, it can can give you some ideas of other sites to view through Nacho Analytics.

How is this different from SpyFu?

SpyFu lets you see a domain’s search marketing formula. It shows you a very specific segment of a site’s digital marketing efforts.

SpyFu focuses on information from search engine results pages on Google and Bing and organizes the findings for you. Anytime someone does a search, the ads and organic results show multiple domains that you could visit for relevant help with that search.

SpyFu collects information on which domains appeared on which keyword search as well as the other way around -- which keywords a domain might rank for or buy. It’s a more specific look at what happens before the visitor gets to a website.

Final Tips for Success

Keyword Gold

Since this tool comes from the same team behind SpyFu, we know the strong value of unlocking “Not Provided Data.”

When Google stopped offering this data for most searches, it left search terms listed as "not provided" for about 97 - 98% of visits shown to site owners in their analytics.

With the way that Nacho Analytics collects data, we can look back and see where the visitor was before they got to this site. If it was a search page, we can follow the search term and "unwrap" 40 - 50% of those "not provided" keywords.

Small Sites/Low Traffic

The best insights in Nacho Analytics will come from sites that get a steady flow of visitors. When you do, you can see click through rates from their email campaigns and conversion rates of their best (and worst) landing pages. All of that hinges on having enough data.

It’s tempting to look at your competitor’s analytics (and in many cases you can,) but we strongly suggest that you keep larger targets in mind. This doesn’t have to be Amazon or Zappos, but as a general rule of thumb, aim for sites that are larger than local or regional businesses. This is usually a site with more than 85,00 to 100,000 page views a month.

Here’s why.

Some sites still draw relatively low traffic numbers. That does not mean that they are not helpful, informative, or good at what they do. However, until more users interact with the site, there won’t be enough data to give you any real, actionable takeaways.

It might take months until you can accumulate enough activity to find patterns and habits that you can trust. Until then, seeing that data won’t be a very good experience.

This can be a stumbling point for some. It’s tempting to look at your competitors. However, some of the best insights rely on bigger, more visited sites.


This is your chance to take tips from actual user behavior. Empower yourself with direct lessons on pricing strategy, conversion tactics, and content. There are so many uses for Nacho Analytics that we’re excited to hear unique case studies. If you stumble onto something you’d like to share, drop us a note. We might host you on a future webinar or article to highlight what you found.