Top 7 Web Analytics Tools You Need to Check Out

Top 7 Web Analytics Tools You Need to Check Out

Web analytics tools measure and track your overall website and mobile app performance over time, allowing for historical reporting and analysis. The tool you choose should make analyzing easy. It should be versatile with simple third-party marketing integrations, so you’re able to create a more robust ecosystem of data. Also, it’s great to administer more complex remarketing campaigns based on historical data.

Insights you can gain from using a web analytics tool:
  • What is the typical user behavior on your website?
  • What is the top content that’s bringing in the most traffic?
  • How are users reaching your website?
  • Are conversion funnels optimized for sales and leads?
  • Is your website and app optimized on all platforms for seamless user experience?

Web analytics tools allow you to gain a strong foundational knowledge for your digital presence across all marketing channels.

1. Google Analytics


Google Analytics is a free web analytics tool that tracks your overall website performance. Google Analytics provides KPIs, secondary metrics, and dimensions to measure your online marketing campaigns, visitor demographics, search behavior, and conversion funnels.

What makes Google Analytics stand out?

It’s free and easy to use for beginners. With a simple tracking snippet in your website or mobile app code, it’s easy to get a solid foundational knowledge for your digital performance out-of-the-box. You can also use Google Tag Manager to customize your analytics tracking from custom events to dimensions all within one user interface. Google makes it easy to control your analytics.

Since Google Analytics integrates with many other analytics and marketing tools, you can import external data to get a holistic view of your digital ecosystem: PPC ad performance, SEO, shopping behavior, and more! It works the other way around where Google Analytics data can be imported to other tools for audience remarketing and marketing automation.

Additional Google Analytics features include:

  • Visitor Demographics
  • Mobile App Tracking
  • Enhanced Ecommerce Tracking
  • Industry Benchmarking
  • Real-Time Reporting

See our official library of guidebooks to each Google Analytics report here.

2. Adobe Analytics


Adobe Analytics is an enterprise-level web analytics tool that provides aggregated digital performance with multichannel data collection. Due to its advanced set of capabilities, implementation requires special customization on the back-end development for analytics tracking. With the extra back-end work comes flexibility for data collection.

What makes Adobe Analytics stand out?

Adobe Analytics allows for 200+ possible variables and unique processing rules to organize data your own way. Adobe Analytics’ expertise comes in data visualizations, funnel analysis, and advanced segmentation for reporting. The reports are presented in a simple, yet customizable way to perform deep analysis throughout the user interface. Great for advanced web analytics and more geared to larger corporations.

Additional Adobe Analytics features include:

  • Advanced calculated metrics
  • Multiple reporting options (Ad Hoc Analysis, Analysis Workspace, regular UI, Report Builder)
  • Automated, scheduled reports

Read through a few helpful resources for Adobe Analytics beginners here.

3. Mixpanel


MixPanel is a multi-platform web analytics tool that tracks digital performance over time with auto tracking capabilities. MixPanel makes it easy for teams to track user interactions with a point-and-click event tracking. You do not need to depend on back-end manipulation as they have an easy user interface to tag your buttons and events. MixPanel also provides funnels and segmentation to further understand your user journey in different data cuts.

What makes MixPanel stand out?

AB split testing features allow you to quickly set up tests based on user behavior and attributes all within the platform. MixPanel also uniquely offers direct messaging to send automated emails, push, and in-app notifications for an extra way to gather user feedback and influencer user actions.

4. Heap Analytics


Heap Analytics is a web analytics tool requiring no tracking code to view your digital performance. HEAP automatically tracks custom events and top-level website dimensions, while organizing it into reports for you in a dashboard. HEAP provides options to connect third-party data sources and even perform SQL queries on historical data for more complex data mining. Within the provided reports, HEAP displays reports to help you identify unique users and understand their user journey through funnels.

What makes HEAP Analytics stand out?

HEAP analytics automatically identifies events and pages and models them as “virtual events.” You can then use HEAP’s in-app point-and-click editor to tag the events to your own liking without needing to know code. All changes are updated retroactively for ease in adjusting data sets.

5. Segment


Segment is a data aggregation tool that inserts tracking codes into web platforms with one API. Just turn on ready-made integrations out of the 200+ tool library without additional development. Segment connects your website to all third-party tools, so you can track all the data you need. Once the tools are connected, you can transfer data to be used in another tool for a full-cycle marketing ecosystem.

What makes Segment stand out?

You don’t need to set up every single marketing tool separately as Segment has figured out how to integrate 200+ tools. One API, and you’re done with touching the code. Everything else is organized and translated by Segment to deliver to the end-tools for marketing, product, and analytics.

6. KISSMetrics


KISSMetrics is a web analytics and marketing tool focused on user engagement. Some features include behavioral analytics, email automation, and third-party app integrations for more complete user engagement analysis. You can use KISSMetrics to understand high-level performance, related to marketing campaigns, top user activities on your website, landing pages, and exits. Third-party integrations include VWO and WooCommerce to allow you to connect split testing and ecommerce behavioral data to the rest of your website analytics. The integrations give deeper insight to the full user journey.

What makes KISSMetrics stand out?

With KISSMetrics’ “people” metric, they identify multiplatform activity as one person, rather than the typical user metric that’s limited by the browser and IP address. This allows you to uniquely target and personalize an actual person’s user experience across your brand platforms. The “people” attributes can be used to trigger further marketing, which KISSMetrics focuses on providing with email automation.

7. Quantcast Measure


Quantcast Measure is a web analytics tool, mainly used for audience insights and advertising strategy. Quantcast uses machine learning to complement directly measured data for cross-platform digital engagement. Audience Insights are uniquely organized as “people,” not users with cookies. They are supported with attributes, demographics, and affinity data to help you understand your audience against your competitors.

What makes Quantcast stand out?

Since Quantcast uses both machine learning and actual user behavioral data, they provide an in-depth view into user attributes to help you understand who your audience is. You can dive into their interests, where they’re located, shopping behavior, and more. By knowing additional information about your users, you can better understand how to reach them and personalize their experience. Also, compare your audience to other competitors for a bird’s eye view.

To figure out which marketing analytics tools best fit your business, contact us directly so we can find the best match here.

Looking for more personalized analytics and reporting help?