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MattelTraffic decline

mattel.com traffic declined 35% to 8M monthly visits.

Extracted by Autobound

From the Signal API record
Signal
Traffic decline

What this signalsTraffic trends often track demand, marketing spend and growth.

Monthly visits
8,105,006
Month over month
-35%
3-month change
-26.3%
Global rank
6,491
Top country
US (47%)
Trend
Fluctuating

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The full record

From the Signal API record

Numbers

Change, 3 months
-26.3%
Change, month over month
-35%
Digital health score
72

Details

Measured month
Jan 2026
Category
lifestyle/childcare
Mail visits
63,134
Traffic band
Established
Direct visits
15,594,210
Search visits
13,352,937
Snapshot date
Jan 1, 2026
Social visits
1,294,256
Brand strength
Strong
Referral visits
1,104,853
AI traffic detail
No AI traffic data available.
Geo concentration
Moderately concentrated
Referral strength
Weak
Search dependency
Moderate
Consecutive months
1
Brand keyword ratio
0/0
Digital health label
Good
Social traffic level
Low
Brand strength detail
Strong brand recognition with 49% direct traffic. Brand keyword ratio: 0/0.
Digital health detail
Score 72: Engagement 64/100 (25%), Volume 100/100 (20%), Brand 99/100 (15%), Diversification 40/100 (15%), Rank 100/100 (15%), AI Readiness 0/100 (10%).
Social traffic detail
Low social traffic at 4% of total visits (~1,294,256 visits).
Engagement quality score
64
Geo concentration detail
Moderately concentrated traffic: US (47%), CA (5%), GB (4%).
Referral strength detail
Weak referral strength at 4% of traffic (~1,104,853 visits).

Extraction

Detected
Feb 12, 2026
signal_type
seo-traffic
signal_subtype
trafficDecline

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The API returns more than this page shows

This page shows a preview. The full seo-traffic record in the Signal API and MCP can also have these 8 fields. Some fields are empty for some signals.

Company

  • linkedin_urlValue in the API
  • industriesValue in the API
  • employee_count_lowValue in the API
  • employee_count_highValue in the API
  • revenueValue in the API
  • descriptionValue in the API

Signal

  • signal_nameValue in the API
  • associationValue in the API
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Show the full JSONThe record on this page and the API request

GET /v1/signals/1c4daf2c-257b-4577-b0c7-d81ed3ca8b06 returns this record as JSON. POST /v1/companies/enrich returns every signal for mattel.com.

{
  "signal_id": "1c4daf2c-257b-4577-b0c7-d81ed3ca8b06",
  "signal_type": "seo-traffic",
  "signal_subtype": "trafficDecline",
  "detected_at": "2026-02-12T16:23:09.61+00:00",
  "company": {
    "name": "Mattel",
    "domain": "mattel.com"
  },
  "data": {
    "trend": "fluctuating",
    "summary": "mattel.com traffic declined 35% to 8M monthly visits.",
    "traffic": {
      "2025-11-01": 10995327,
      "2025-12-01": 12466893,
      "2026-01-01": 8105006
    },
    "category": "lifestyle/childcare",
    "relevance": 70,
    "engagement": {
      "bounce_rate": 0.411,
      "pages_per_visit": 4.04,
      "avg_visit_duration_seconds": 154
    },
    "global_rank": 6491,
    "mail_visits": 63134,
    "traffic_band": "established",
    "direct_visits": 15594210,
    "search_visits": 13352937,
    "snapshot_date": "2026-01-01",
    "social_visits": 1294256,
    "top_countries": {
      "CA": 0.049,
      "DE": 0.037,
      "GB": 0.043,
      "MX": 0.038,
      "US": 0.474
    },
    "brand_strength": "strong",
    "change_3mo_pct": -26.3,
    "change_mom_pct": -35,
    "referral_visits": 1104853,
    "traffic_sources": {
      "mail": 0.002,
      "paid": 0.006,
      "direct": 0.494,
      "search": 0.423,
      "social": 0.041,
      "referral": 0.035
    },
    "ai_traffic_level": "none",
    "ai_traffic_detail": "No AI traffic data available.",
    "geo_concentration": "moderately_concentrated",
    "referral_strength": "weak",
    "search_dependency": "moderate",
    "consecutive_months": 1,
    "engagement_quality": "moderate",
    "brand_keyword_ratio": "0/0",
    "digital_health_label": "good",
    "digital_health_score": 72,
    "social_traffic_level": "low",
    "brand_strength_detail": "Strong brand recognition with 49% direct traffic. Brand keyword ratio: 0/0.",
    "digital_health_detail": "Score 72: Engagement 64/100 (25%), Volume 100/100 (20%), Brand 99/100 (15%), Diversification 40/100 (15%), Rank 100/100 (15%), AI Readiness 0/100 (10%).",
    "social_traffic_detail": "Low social traffic at 4% of total visits (~1,294,256 visits).",
    "engagement_quality_score": 64,
    "geo_concentration_detail": "Moderately concentrated traffic: US (47%), CA (5%), GB (4%).",
    "referral_strength_detail": "Weak referral strength at 4% of traffic (~1,104,853 visits).",
    "search_dependency_detail": "Moderate search dependency at 42% of total traffic.",
    "engagement_quality_detail": "Moderate engagement (64/100) with 41% bounce rate, 4 pages per visit, and 154-second average duration."
  }
}

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