Best Web Analytics Tools49Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of Web analytics enables a business to attract more visitors, retain or attract new customers for goods or services, or increase the dollar volume each customer spends.Google Analytics1https://media.trustradius.com/product-logos/Du/bb/UP417EGQ7C6Z.PNGAdobe Analytics2https://media.trustradius.com/product-logos/yp/X4/UO2UCI37TC30.PNGSmartlook3https://media.trustradius.com/product-logos/TL/1P/TZO010B69UUE.PNGKissmetrics4https://media.trustradius.com/product-logos/6v/mc/T70VMQB1E1CC.PNGHotjar5https://media.trustradius.com/vendor-logos/QN/N7/QDCZ5NV1G1O6-180x180.PNGMixpanel6https://media.trustradius.com/product-logos/0c/lg/TRG2KIAHTSUD.JPEGAT Internet7https://media.trustradius.com/product-logos/Iq/pP/ZQWTUKL7SN4J.PNGWebtrends Analytics8https://media.trustradius.com/product-logos/wH/pt/7E8ZZ9I1DXMU.PNGGoogle Analytics Premium9https://media.trustradius.com/product-logos/3k/hn/K95JTB78A3P8.PNGCrazy Egg10https://media.trustradius.com/vendor-logos/kM/hA/6KGWP2RE82N5-180x180.PNGIBM Digital Analytics11https://media.trustradius.com/vendor-logos/yf/sf/DNSXTG99HOK3-180x180.JPEGMatomo Analytics (formerly Piwik)12https://media.trustradius.com/product-logos/mb/bG/O1MP38DJ4STH.JPEGQuantum Metric13https://media.trustradius.com/product-logos/iQ/sv/KJKDQMM952LT.JPEGGoSquared14https://media.trustradius.com/product-logos/Hd/Yv/CTZPVBQHMEVV.PNGStatCounter15https://media.trustradius.com/product-logos/B9/KS/5RT4J70KJHE5.pngLead Forensics16https://media.trustradius.com/product-logos/w3/Wr/D2D8SGHO8DV9.pngChartbeat17https://media.trustradius.com/product-logos/Tm/MW/8ZR074XFSG5V.JPEGLeadLander18https://media.trustradius.com/product-logos/SO/FN/KL5GNU9SPHFQ.pngSegment19https://media.trustradius.com/product-logos/PY/Jf/7M38U01K0020.JPEGHeap20https://media.trustradius.com/vendor-logos/MI/1Q/UKR70PASDC2I.pngSerpstat21https://media.trustradius.com/product-logos/B5/QE/S5U5C9LK9P22.PNGAmplitude Analytics22https://media.trustradius.com/product-logos/1M/N5/K0TH6UIN89HZ.pngDigital Analytix Enterprise23https://media.trustradius.com/product-logos/JO/XY/70JGE314SVB2.JPEGVisitorTrack24https://media.trustradius.com/product-logos/Sj/Pu/2H0RNV151GLT.PNGObservePoint25https://media.trustradius.com/vendor-logos/AE/MG/TFU14O1A79KN.png

Web Analytics Tools

Best Web Analytics Tools

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Web Analytics Overview

What is Web Analytics?

Web analytics tools track website user activity. Tracking activity gives organizations the ability to optimize their content.


Web analytics have also grown beyond tracking web usage to include interactions with social media and mobile apps. This expanded approach is sometimes called digital analytics.


The data from web analytics tools help companies evaluate and improve their online presence. Web analytics business objectives include things like:

  • Attracting more visitors

  • Increasing sales

  • Improving customer engagement

  • Improving customer retention


Insights from web analytics tools can drive actions such as:

  • Refining website content

  • Adjusting website design

  • Reallocating marketing dollars


The ultimate goal is to optimize for the desired business objective.

Web Analytics Features & Capabilities

  • Individual-level tracking

  • Real-time analytics

  • A/B testing

  • Mobile analytics

  • Attribution modeling

  • On-the-fly segmentation

  • Ecommerce tracking

  • Funnel analysis

  • Cohort analysis

  • Cross-device tracking

  • In-page analytics (Session recording, click tracking, mouse tracking, heatmaps)

  • Goal conversion tracking

  • Event tracking

  • Privacy compliance

  • On-premise option

  • Benchmarking

Web Analytics Tools

Tags

Most web analytics tools use page tagging to track online activity. A ‘tag’ is placed in a website’s JavaScript code.


Using the tag, analytics tools can detect when someone visits the page. The tool can also track link clicks, video views and other events. Most tools can also track users’ IP address, geography, screen size and web browser.

Cookies

Web analytics also use cookies. Cookies are a small piece of data attached to each site visitor’s browser. They are designed to track a user’s session and future visits. This helps companies identify new visitors and returning visitors, in order to understand user behavior over time


Most tools track similar web, social and mobile metrics. The most common metrics found with web analytics tools include:


  • The number of people using a website (visits, unique visitors, pageviews)

  • Who they are (geolocation of visitors, browser and device type, registered and unregistered users)

  • Where they came from (referring source, search keyword)

  • What they are doing while there (Time spent on site, conversions, click path, bounce rate)


This information is presented on a dashboard. The dashboard of web analytics tools is a central source of information for companies. Dashboards can usually be customized to segment data by user persona, date range, or other attributes.


No web analytics vendor can promise 100% accuracy in data. This is because people can delete cookies, and browsers can restrict JavaScript, for example. Therefore, different tools will produce slightly different results for the same metric. But web analytics tools still provide valuable insight into customer needs and online behavior.

Free Web Analytics Tools

Effective web analytics don’t always have to cost money. There are a number of free and freemium web analytics tools.


Google Analytics is by far the most widely adopted. StatCounter and Matomo (formerly Piwik) are also good examples of free tools. Some companies use both multiple analytics tools alongside each other (both free and paid). Some free web analytics tools are quite robust, and the vendor monetizes the tool by using the data to power other offerings such as advertising.

Pricing Information

The pricing model for web analytics tools varies by vendor. The tools go up in price as your number of Monthly Tracked People goes up. Web analytics tools run the gamut in terms of price.


Some are completely free, while others start at around $500/mo.


Many web analytics use a Freemium pricing strategy. For example, some tools provide a free version for a single website but charge for use with for multiple websites. Typically though, enterprise versions of free tools with additional capabilities like data visualization and analytics, advanced tag management tools, individual-level tracking and other enterprise capabilities, are paid offerings.

Web Analytics Products

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Google Analytics

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Top Rated
2294 Ratings

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 the gap.

Adobe Analytics

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Top Rated
470 Ratings

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 and is particu...

Smartlook

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Top Rated
151 Ratings

Smartlook is a qualitative analytics solution for websites and mobile apps helping over 250,000 businesses of all sizes and industries answer the "whys" behind their users' actions. Eliminate the guesswork and discover real, actionable reasons.Smartlook provides a way to understand user behavior ...

Hotjar

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Top Rated
156 Ratings

Hotjar is a conversion rate optimization tool for digital marketers. Features include heatmapping, visual session recording, conversion funnel analytics, form analytics, feedback polls and surveys, and usability testing. The tool is used by digital analysts, UX designers, web developers and prod...

Top Rated
103 Ratings

Mixpanel aims to help companies build beloved products with leading analytics software for mobile and web. The vendor says as the only product analytics company featured in Forbes Cloud 100 and Forrester's Digital Intelligence Wave, Mixpanel provides the insights teams need to understand their cu...

AT Internet

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63 Ratings

One of the world’s major players in digital analytics since 1996, AT Internet helps companies measure their audience and optimise their digital performance across all marketing channels. From data collection to exploration, activation and the sharing of insights, AT Internet’s Analytics Suite pro...

WebTrends provides an enterprise web analytics platform and, according to Forrester, has a strong focus on support for mobile and social channels and a very open platform. Webtrends competes directly with Adobe Site Catalyst, IBM Coremetrics. and comScore DigitalAnalytix.

Google Analytics Premium

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332 Ratings

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 attribution, and the ability to optimize si...

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 Recommendations, Lifec...

Quantum Metric

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19 Ratings

Quantum Metric is a data intelligence and user experience platform. Quantum Metric helps users identify customer friction in minutes, quantify revenue impact in real-time, prioritize and align teams on where to focus, and measure digital successes over time. With Quantum Metric, you can get start...

22 Ratings

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 displays histori...

18 Ratings

Chartbeat provides real-time web analytics, but is specifically designed for magazine and newspaper publishers making the switch from print to digital. The product tracks where traffic is coming from and helps maximize traffic and engagement.

18 Ratings

LeadLander is essentially an IP reverse look-up tool. It does a reverse look-up of the IP address to distinguish between corporate visitors and “home/ISP” users. Although having somewhat similar functionality as web analytics products like Google Analytics and WebTrends, it is actually designed...

35 Ratings

Segment is an SF-based customer data platform that helps engineering teams at companies like Tradesy, TIME, Inc., Gap, Lending Tree, PayPal, and Fender, etc., achieve significant time and cost savings on their data infrastructure. The vendor says they also enable Product, BI, and Marketing teams ...

21 Ratings

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.

12 Ratings

Serpstat is an All-in-one SEO platform which provides more than 20 tools: Competitor Analysis, Keyword Research, Backlink Analysis, Site Audit and Rank Tracker and many more. Serpstat is the fastest-growing SEO tool on the market that provides comprehensive search analytics data to more than 300,...

6 Ratings

VisitorTrack is a web analytics product from netFactor. It works beyond traditional web analytics to convert anonymous website "clicks" into intelligence on business visitors – without any registration action. Positioned as “Caller ID for Your Website”, the reporting and content are designed for...