Extracting content from an associate website may enable a host website to gain insight into web content that are effective at driving consumers to the host website. The content extraction may involve selecting an associate website from multiple associate websites for content extraction, with the associate website including a referral link to an item for sale on the host merchant website. Content may be obtained from one or more web pages of the associate website, and at least a part of the content may be associated with the item that is listed for sale on the host website.