Web Analytics Tools

Top Rated Web Analytics Products

TrustRadius Top Rated for 2021

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.

Web Analytics Tools TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 20 or more ratings to appear on this TrustMap.

Web Analytics Tools 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

(1-25 of 80) Sorted by Most Reviews

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…

AT Internet

AT Internet

Customer Verified
Top Rated
TRUE

AT Internet provides digital analytics. Active for over 20 years, AT Internet's goal is helping customers measure their audience, optimise their digital performance and create value. From data collection to exploration, activation and the sharing of actionable insights, AT Internet'…

Adobe Analytics

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…

Heap

Heap

Customer Verified
Starting Price $59

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.

Smartlook

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…

Hotjar

Hotjar

Customer Verified

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…

Parse.ly

Parse.ly

Customer Verified
Top Rated
Starting Price $499

Parse.ly is a content optimization platform for online publishers. It provides in-depth analytics and helps maximize the performance of the digital content. It features a dashboard geared for editorial and business staff and an API that can be used by a product team to create…

Google Analytics 360 (formerly Google Analytics Premium)

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…

Kissmetrics

Kissmetrics

Starting Price $150

Kissmetrics is a customer engagement automation platform. This solution includes behavioral analytics, segmentation, and email campaign automation.

Chartbeat

Chartbeat

Customer Verified
Top Rated

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.

Webtrends Analytics

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.

Crazy Egg

Crazy Egg is a heat map web analytics product.

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…

Matomo Analytics (formerly Piwik)

Piwik is an open source analytics platform that enables users to measure web and mobile apps as well as intranet portals. It protects the privacy of users through advanced privacy features and its approach to data ownership. Piwik offers On-premises and Cloud deployment options.…

Twilio Segment

Twilio Segment

Starting Price $120

Segment is a customer data platform that helps engineering teams at companies like Tradesy, TIME, Inc., Gap, Lending Tree, PayPal, and Fender, etc., achieve time and cost savings on their data infrastructure, which was acquired by Twilio November 2020. The vendor says they also enable…

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.

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

StatCounter

Starting Price $5

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

Contentsquare (Clicktale)

Contentsquare is a digital experience analytics cloud designed to help companies understand hidden customer behaviors, and use those insights to drive more successful experiences. It includes functionality from the former Clicktale heatmap, session recording, and A/B testing tool…

Lead Forensics

UK company Lead Forensics offers their eponymous platform for lead generation and web analytics.

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…

FullStory

FullStory headquartered in Atlanta offers a heat map and session recording / replay application, presented as a digital experience analytics solution that provides on-the-fly conversion funnels, advanced search capabilities, video-like replay of real user sessions, and robust debugging…

LeadLander

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…

Serpstat

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…

VisitorTrack

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…