All of the digital analytics “Leaders” in the small business segment are either totally free (Google Analytics, Piwik) or offer a widely adopted free version (StatCounter says 90% of its customers are using the free version). The Strong Performers (GoSquared, Woopra) and near Strong Performers (KISSmetrics, Mixpanel) all score above 4 out of 5. KISSmetrics and Mixpanel have an average rating about 0.1 below the median.
Many of the products used in this segment have a unique positioning or focus on a specific capability. Because they are all so highly rated, selecting among these tools should involve a deeper look at one's own business needs as compared with each vendor's unique value proposition (listed in table below). Another potential factor to consider is the vendor's focus on this segment (i.e., percent of customers that are small businesses). Based on the mix of reviews on TrustRadius, StatCounter, Mixpanel and GoSquared are the companies most highly focused on the small business segment, closely followed by KISSmetrics and Woopra (see table).
|Product||Avg. Small Business Rating||Small Business Focus*||Small Business Segment Adoption**||Unique Value Proposition|
|StatCounter||4.8||86%||863k||Very simple, easy to use|
|Piwik||4.7||42%||766k||Open-source, self-hosted, data ownership|
|Google Analytics||4.6||42%||25 million||Most widely used, comprehensive feature set|
|Woopra||4.3||67%||39k||Individual-level tracking; real-time focus|
|GoSquared||4.2||75%||29k||Ease of use, real-time focus|
|KISSmetrics||4.1||68%||21k||Individual-level tracking, funnel analysis|
|Adobe Analytics||3.8***||8%||293k****||Used mostly by enterprises|