Cohort
The consented peer sites you are compared against - matched by size and category, never named individually.
A cohort is the set of consented peer sites similar enough to yours to be a fair comparison - matched on things like size band and category. Benchmarks and synthetic controls both draw on your cohort.
Cohorts are always anonymous and aggregated. You see the curve and where you sit on it; you never see another site's data, and no one sees yours. When a cohort is too small to be both anonymous and meaningful, we show a "cohort forming" state instead of a misleading number.