A lot of companies like to talk about continuous innovation. At Sensor Tower, we walk the walk. Over the past quarter, we’ve increased the number of websites covered by Web Insights sixfold, bringing the total inventory to 4 million. The number of paths covered (aka, individual landing pages users visit within a broader site architecture) has risen to 12 million. And we now have data on more than 56 countries across the globe. All of this means the product isn’t just getting more expansive — it’s also getting deeper. 

Core data enhancements bring coverage, stability, and alignment with real world performance. But here’s the fun part: we've got three exciting new reports on the horizon, and while some are still in Beta, each is designed to provide visibility into pivotal areas of the market. Our recommendation? Read this blog to get the rundown on the upcoming additions, then download our inaugural State of Web 2026 report to learn about the hottest trends shaping the landscape. Without further ado:

1. Traffic Flow Report 

This is one we’re really excited about. The new Traffic Flow report equips Web Insights with inbound and outbound traffic mapping, allowing you to track the exact journey your users take on the web — both before and after coming to your site. Downstream from the Traffic Channels report, which shows you the breakdown of traffic sources (Paid, Organic, etc.), Traffic Flow lays out the specific websites visitors are being referred from, as well as where they go when they leave. 

Dominos.com’s Traffic Flow report for the United States over the past six months. 

This report has myriad applications. One core use case is uncovering referral relationships, synergistic partnerships, and high-value acquisitions at a glance. Who sends traffic to your site most frequently, and thus might be most advantageous to partner with? Even better: who sends traffic to your competitors? Benchmark your referral ecosystem against rivals to refine your traffic acquisition strategy. 

Equally important is its role in understanding user affinity and audience overlap. Identify the other sites your users spend time on to refine brand positioning, messaging, and even product features. Filters allow you to narrow your analysis by industry or market. Depending on your desired scope, you can choose to look only at the CPG websites that send traffic to your page, or the sites Canadians visit after leaving. 

2. LLM Market Share Report

Our next upcoming release belongs to our suite of cutting edge AI insights. Web traffic doesn’t come from just search engines anymore, and your analytics strategy shouldn’t either. The LLM Market Share report unlocks exclusive data around the relative performance and usage of top AI platforms. Numerous key metrics (including number of chats, number of users, and number of messages per chat) show you exactly how players like ChatGPT, Claude, and Gemini stack up. See which LLMs consumers use the most, and how that usage is shifting — so you can make smarter content, partnership, and investment decisions. 

Break down by platform or country to see, for instance, how DeepSeek is performing in Japan versus the United States, or which markets are seeing the fastest growth in AI adoption. Market Share makes sure you understand not just where users are, but how deeply they’re engaging with each platform. As AI-referred visits become more and more indispensable to online success, forward-thinking brands are already shifting their focus from SEO to GEO, or generative engine optimization. This is the tool that helps put your brand in the online spaces where consumer attention is growing.

3. Gen AI Brand Mentions Report

Last but not least is our new Gen AI Brand Mentions report, which tells you how often a specific brand (or set of brands) is mentioned in LLM conversations with users. In tandem with the Market Share report, this data empowers you to remain competitive in a digital ecosystem increasingly shaped by AI. Track your AI share of voice across markets, compare your visibility to competitors, and understand how discovery is shifting in LLM-driven environments. You’ll be able to spot competitive momentum early, and inform content, PR, and brand strategy with a clearer view of how your brand is already showing up. V1 of the Brand Mentions report is already live in-platform, with many enhancements soon to come. 

P.S. To maximize the value you get from these fresh datasets, we’ve also added Spike Analysis to Web Insights. This AI-powered tool automatically identifies and explains data anomalies, including unusual spikes in visits or duration. Quickly understand the real-world context behind traffic spikes — without time-consuming manual investigation. 

That’s all for now! You can learn more about these updates and get the latest insights from our State of Web report here. We hope you enjoy these new features, and stay tuned for more to come.

Can’t wait to try them for yourself? Log onto Web Insights here, or request a demo.