Isn't the volume the most decisive number here? Which also correlates with the weekly visits as obviously. I would say Binance should in pure numbers be above and beyond Coinbase. Binance will now also get fully regulated. That might be the difference. But I am quite sure in terms of ROI Coinbase is nowhere near Binance.
Add: One factor might be that Coinbase has huge OTC trading volume that is not reflected on CMC.
Trade volumes are always manipulated. Binance has a large number of coins that are outside the top-100 list in their platform, and order books for these coins are distorted.