Today, we awarded the 2018 TrustRadius Top Rated badges for Web Analytics Tools. The TrustRadius Top Rated awards are unique in that they are an unbiased reflection of customer sentiment, based solely on user satisfaction scores.
Here are the winners in each segment, listed in order of research frequency on TrustRadius. We have also provided insights on how to pick the right web analytics tool based on your needs and current industry trends.
Overall Top Rated
- Google Analytics
- Adobe Analytics
- Matomo (formerly Piwik)
- Google Analytics Premium
- AT Internet
Top Rated by Enterprises
Top Rated by Mid-Sized Companies
Top Rated by Small Businesses
What are web analytics tools?
Web analytics tools are used to understand how people are interacting with your website so that you can optimize the experience for visitors. Some tools in this space have evolved to track other online interactions as well, such as how people interact with social media and mobile apps.
Web analytics tools provide reporting and analysis capabilities that can help you diagnose and improve the effectiveness of your online presence, such as drawing more traffic to your website, keeping visitors on your website longer, or making sure they engage with more features by tweaking your site design and messaging. Web analytics tracks visitor behavior and engagement with different elements of your website, and can be tailored to the key metrics that matter most to you, such as pageviews, referrals, events and conversions.
Most can provide data on how visitors are behaving on your site and interacting with key elements, such as click paths, on-page viewing times, and bounce rates. You can also use web analytics in conjunction with A/B testing tools to test different versions of your website, or various landing pages you may be using as part of your marketing efforts.
Trends in web analytics
Traditionally, analytics programs have been somewhat complex and difficult to navigate for non-analysts. However, a shift is occurring in the market that is making tools for analyzing data more accessible to mainstream business users, so that people in all levels of your organization can make data-based decisions. For example, many web analytics tools now offer customizable dashboards to answer specific questions about specific roles/projects. Usability will likely continue to be a focus for vendors in this space.
Another developing trend affecting web analytics tools and strategies is predictive analytics, which allows for optimization to be proactive vs. reactive. In addition to monitoring current interaction metrics and how they change as you make adjustments, some web analytics, A/B testing and other optimization systems are headed in the direction of actually making recommendations for adjustments based on predictions or forecasts that use historical data to model future outcomes.
Choosing the right web analytics tool
There are quite a few free or freemium web analytics tools on the market that can be used as stand-alone solutions or in conjunction with other web analytics tools. Indeed, many companies use more than one web analytics tool to serve their needs. Using reviews in your research gives you authentic feedback from other companies with uses cases like own, which can help you make the decision about which web analytics tool or set of tools will work best for your business.
Look for reviews that discuss usability, the learning curve, ease of integration, and data accuracy in particular. These factors play a big role in determining what users like you are actually able to accomplish with web analytics tools. Their feedback will help you check vendor promises about extremely sophisticated capabilities so that you can get a realistic picture of what you’ll be able to achieve, and what resources you’ll need to make it happen.
Top Rated Criteria
Products included in the 2018 Top Rated Web Analytics Tools list must have been in the top tier of their category TrustMap on April 27, 2018, to earn a Top Rated badge. To qualify for the Web Analytics Tools TrustMap, products must have 15 reviews and ratings on TrustRadius. Every reviewer is verified and every review is vetted before publication. Products are plotted on the map based on end-user data, including users’ likelihood to recommend scores as well as buyer research patterns. To learn more about TrustMaps and Top Rated methodology, check out this page.