Digital Analytics Tools

Digital Analytics Tools Overview

Web developers use web analytics to determine how well the website is performing, and how site usability and user experience can be improved. Web analytics software tracks things like:

  • traffic funnels
  • traffic sources
  • device types
  • visitors
  • page views
  • session length
  • entry and exit pages
  • conversions
  • bounce rates
  • locations
  • tagged events

Ecommerce analytics tools evaluate how an online store is performing and identifies areas for improvement. It captures demographics, purchasing behaviors, conversion rates, and identifies the best customers and their characteristics. It uses predictive analytics software to improve operational efficiency and improve marketing efforts.

Marketers use marketing analytics tools to understand customer behavior, map the customer journey and evaluate the impact of marketing campaigns on conversion rates and other marketing goals.

Product analytics tools are used by product managers to analyze how customers engage with a digital product or service. Mobile analytics help marketers build an efficient mobile marketing strategy and identify which features of an app are working well, drive conversions, or need improvement.

Tech stack analytics tools analyze tech infrastructure performance, ensure service-level agreements (SLAs) are met, and improve customer service delivery.

Categories of software that are included in digital analytics tools

Top Rated Digital Analytics Products

TrustRadius Top Rated for 2022

These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.

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Digital Analytics Products

(1-25 of 28) Sorted by Most Reviews

The list of products below is based purely on reviews (sorted from most to least). There is no paid placement and analyst opinions do not influence their rankings. Here is our Promise to Buyers to ensure information on our site is reliable, useful, and worthy of your trust.

Google Analytics

Google Analytics is perhaps the best-known web analytics product and, as a free product, it has massive adoption. Although it lacks some enterprise-level features compared to its competitors in the space, the launch of the paid Google Analytics Premium edition seems likely to close…

Heap
Customer Verified
Top Rated

Heap is a web analytics platform captures every user interaction on web iOS with no extra code. The tool allows you to track events and set up funnels to understand user flow and dropoff. It also provides visualization tools to track trends over time.

Semrush

SEMRush is a relatively popular search engine optimization tool set from the company of the same name based in Pennsylvania and founded in 2008. Largely the platforms relies on competitive intelligence, and features SEO staples like backlink checking, keyword analysis to refine SEO…

Key Features

  • Keyword analysis (147)
    92%
    9.2
  • Competitive analysis (143)
    88%
    8.8
  • SERP ranking tracking (143)
    88%
    8.8
Smartlook
Customer Verified
Top Rated

Smartlook is an analytics solution tool for websites, iOS/Android apps, and various app frameworks, that answers the "whys" behind users' actions. It helps users understand precisely how customers interact with website and app — watch recordings, create heatmaps, use automatic tracked…

Adobe Analytics
Customer Verified
Top Rated

Adobe acquired Omniture in 2009 and re-branded the platform as SiteCatalyst. It is now part of Adobe Marketing Cloud along with other products such as social marketing, test and targeting, and tag management. SiteCatalyst is one of the leading vendors in the web analytics category…

New Relic
Customer Verified
Top Rated

New Relic is a SaaS-based web and mobile application performance management provider for the cloud and the datacenter. They provide code-level diagnostics for dedicated infrastructures, the cloud, or hybrid environments and real time monitoring.

Pendo.io
Customer Verified

Pendo.io is a product engagement platform with features for in-app analytics, surveys and feedback, and guidance.

Looker

Looker is a BI application with an analytics-oriented application server that sits on top of relational data stores. It includes an end-user interface for exploring data, a reusable development paradigm for data discovery, and an API for supporting data in other systems.

Key Features

  • Customizable dashboards (62)
    83%
    8.3
  • Drill-down analysis (63)
    79%
    7.9
  • Report sharing and collaboration (64)
    78%
    7.8
Google Analytics 360

Google Analytics 360 (formerly Google Analytics Premium) is an enterprise-level analytics solution that includes a full service suite of features offering a singular view of the consumer across platforms and devices. It also provides full integration with the Google stack, data-driven…

Mixpanel

Mixpanel helps companies measure what matters, make decisions fast, and build better products through data. With self-serve product analytics solution, teams can analyze how and why people engage, convert, and retain—in real-time, across devices—to improve their user experience.Mixpanel…

Quantum Metric

Quantum Metric is designed to help organizations build better digital products faster. Their platform for Continuous Product Design gives business and IT teams a single version of truth which the vendor describes as fast, quantified, and grounded on what customers actually experience,…

Key Features

  • Heatmap tool (7)
    93%
    9.3
  • Click analytics (7)
    91%
    9.1
  • Scroll maps (7)
    90%
    9.0
Amplitude Analytics

Amplitude Analytics is an analytics platform for mobile and web. It is designed to help organizations segment users and analyze funnels, retention and revenue.

IBM Digital Analytics

IBM acquired Coremetrics in 2010, and has since re-branded the platform to the IBM Digital Marketing Optimization Solution. This cloud-based solution includes IBM Digital Analytics, the core analytical product, as well as several add-on modules, including Benchmark, Product…

Siteimprove

Siteimprove is a digital analytics and content QA platform. On the digital analytics side, in addition to conversion measurements and site visitor journey tracking, Siteimprove also includes in-page web analytics features, such as behavior maps and user feedback/surveys. On the content…

GoSquared

GoSquared provides real-time website analytics to sites of all sizes. The real-time dashboard displays website analytics on an individual visitor basis. The Now App displays concurrent analysis (the visitors who are on your site right now) of your site performance. The Trends App…

StatCounter

Web analytics product designed for SMB.s Statistics collected are based on page loads.

Microsoft Dynamics 365 Customer Insights

Microsoft Dynamics 365 Customer Insights is a customer journey analytics tool, providing audience insights to unify customer data to generate AI-powered insights in real time, and understand customer behavior using digital and cross-channel analytics.

Grafana

Grafana is a data visualization tool developed by Grafana Labs in New York. It is available open source, managed (Grafana Cloud), or via an enterprise edition with enhanced features. Grafana has pluggable data source model and comes bundled with support for popular time series databases…

Anodot

Anodot from the company of the same name in Ra'anana is presented as an advanced AI platform, built from the ground up to monitor, analyze and correlate 100% of company data in real-time. Anodot applies AI to deliver autonomous analytics in real-time, across all data types. The vendor…

ReportDash

ReportDash enables users to create highly customizable reports and dashboards from marketing data sources.

Visitor Analytics

Visitor Analytics was built for entrepreneurs, marketers and teams focused on knowing their site statistics and visitors' behavior, but lacking a technical or analytics background. Visitor Analytics is an app that helps website owners track, graph and map site visitors in real-time.…

SharpCloud

SharpCloud, from the company in London, enables teams to plan, visualize and communicate strategy across business silos and transforms static data into engaging, dynamic visual stories, to provide insight for leadership teams so that they can make smarter, more informed decisions.…

HCL Digital & Analytics

HCL Digital & Analytics is the dedicated digital business unit of HCL Technologies that helps large and complex organizations across the world in rethinking strategies, business processes and technology foundations to scale digital execution across the enterprise. The services encompass…

GreyMetrics

GreyMetrics is a tool used to construct marketing reports and dashboards for both departments and agencies, from the company of the same name in Hyderabad.

Visa Analytics Platform

The Visa Analytics Platform is a data-driven analytics platform that helps to identify areas of performance opportunities through reports, dashboards and applications. Users can analyze daily and monthly data across a company's Visa portfolio at cardholder, merchant and transaction…

Learn More About Digital Analytics Tools

Digital analytics tools collect, measure, and analyze quantitative and qualitative data from digital channels including websites, social media, search, paid digital advertising, email, and mobile applications. This provides a complete view of digital channels, marketing efforts, and customers. The information can be captured both for your business and its competitors. It includes tools for web analytics, eCommerce analytics, marketing analytics, product analytics, mobile analytics, and tech stack/tech infrastructure analytics.

By tracking and measuring the performance of a business’s online channels and campaigns, the insights provided help create better customer experiences, improve service delivery, and boost conversions, sales, and revenue.

Other Types of Analytics Tools

Web developers use web analytics to determine how well the website is performing, and how site usability and user experience can be improved. Web analytics software tracks things like:

  • traffic funnels
  • traffic sources
  • device types
  • visitors
  • page views
  • session length
  • entry and exit pages
  • conversions
  • bounce rates
  • locations
  • tagged events

Ecommerce analytics tools evaluate how an online store is performing and identifies areas for improvement. It captures demographics, purchasing behaviors, conversion rates, and identifies the best customers and their characteristics. It uses predictive analytics software to improve operational efficiency and improve marketing efforts.

Marketers use marketing analytics tools to understand customer behavior, map the customer journey and evaluate the impact of marketing campaigns on conversion rates and other marketing goals.

Product analytics tools are used by product managers to analyze how customers engage with a digital product or service. Mobile analytics help marketers build an efficient mobile marketing strategy and identify which features of an app are working well, drive conversions, or need improvement.

Tech stack analytics tools analyze tech infrastructure performance, ensure service-level agreements (SLAs) are met, and improve customer service delivery.

Categories of software that are included in digital analytics tools

Digital Analytics Tools Features

The type of digital analytics tool will determine which of the following features are supported.

  • Real-time data collection across all digital channels
  • Channel attribution/funnel analysis
  • Acquisition analysis
  • Website traffic measurements and analytics
  • Website flow analytics
  • Customer segmentation
  • Audience demographics
  • Customer journey analytics
  • Conversion analytics
  • Tag management and tracking
  • Monetization of the conversion value
  • Anomaly detection
  • Predictive analytics
  • Digital ad analytics
  • Predictive analytics / AI and machine learning
  • User analytics permissions
  • Dashboard, data visualization, and custom reporting
  • Integrations - web development tools, web content management software, conversion rate optimization tools, automated marketing software, A/B testing tools, online advertising platforms, and CRM systems

Digital Analytics Tools Comparison

Before deciding to invest in a certain type of digital analytics tool, consider the following key points:

  • Use case: Digital analytics tools cover a wide range of use cases, and their features often overlap. It is important to start with a broad perspective when defining the scope of your requirements. That will help you determine which type of digital analytics tool will best suit your business needs.
  • Integration: What are the analytics tool integration requirements for your current systems and how readily will they integrate? It’s important to invest in an analytics product that will fit in seamlessly with the rest of your tech stack.
  • Customization: Do you have a complex operation requiring custom analytics and reporting? Or will an ‘out of the box’ solution suffice? Certain tools allow for a larger degree of customization than others.

Pricing Information

Pricing can vary, depending upon the type of digital analytics tool. Pricing will typically be based on the features provided, the number of users, the number of sessions tracked, or the number of transactions made.

Some vendors offer limited versions of their products for free. For example, Google Analytics has a free tier that is often well-suited for small businesses. Monthly subscription pricing can range from $9 to over $500. Enterprise-level products usually require obtaining a vendor quote. Pricing for enterprise plans can range up to $150,000 a month. Free trials are available for some products.

Related Categories

Frequently Asked Questions

What do digital analytics tools do?

Digital analytics tools analyze data from websites, mobile apps, social media, search, and paid digital advertising. This information helps increase conversion rates, improves marketing efforts, refines products and services, and enhances overall website usability.

What are the benefits of using digital analytics tools?

Some key benefits of using a digital analytics platform include:

  • More effective marketing
  • Better customer experience
  • Increased conversions, sales, and revenue
  • Cost savings
  • Improved decision making
  • Enhanced website and app performance

What are the best digital analytics tools products?

How much do digital analytics tools cost?

Limited products are often free. Monthly subscription pricing can range from $9 to over $500. Enterprise-level products usually require obtaining a vendor quote. Pricing can range up to $150,000 a month. Free trials are available for some products.