Web Analytics Tools
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Web Analytics Tools TrustMap
TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.
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…
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 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…
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'…
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 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…
MozPro , from Moz in Seattle, Washington, is an SEO platforms for tracking the performance of all inbound marketing efforts comprehensively. It reveals how content is being shared through social channels and how that drives traffic to a website, and features a broad toolset for search…
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…
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 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.
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…
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…
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.…
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…
UK company Lead Forensics offers their eponymous platform for lead generation and web analytics.
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…
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…
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…
Zoho SalesIQ is a solution that is designed to help companies convert website visitors into customers. This solution enables business users to track visitors in real-time, engage them effectively and increase sales conversions.
Alexa is a web analytics toolkit built around traffic metrics to drive competitive intelligence and strategic insight.
What are Web Analytics Tools?
Web Analytics Tools are utilized by businesses to track website user activity. By tracking activity, organizations can optimize their content towards the audience demographic they’re marketing to. Web Analytics Tools capabilities have expanded beyond the basic tracking of web usage, and can also be used to analyze interactions across multiple channels, including 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 Tools also help businesses focus on and collect the performance indicators needed to attract more visitors, boost sales, increase customer engagement, and improve customer retention. Once the data is collected and analyzed, businesses can focus on improvements such as refining website content, adjusting website design, and reallocating marketing dollars. With these approaches and with the help of Web Analytics Tools, businesses can increase their customer retention as well as appeal to a larger consumer base.
Web Analytics Tools Features
Most Web Analytics Tools products have the following features:
- 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
Web Analytics Tools Comparison
Before purchasing Web Analytics Tools, businesses should consider the following factors:
Customization: Every business aims to get something different from their Web Analytics Tools platform. Businesses should consider Web Analytics Tools that allow them to customize their user collection process to best fit their goal (i.e., more conversions, more web traffic, more user engagement). Some platforms cater to increasing sales while others focus on user interaction. Businesses need to choose a vendor that best fits their analytics needs.
Security: Security risk and denial of service attacks (DDOS) can greatly affect the effectiveness of data collection. Businesses with exceptionally high amounts of traffic need to consider a vendor with safeguards to prevent these issues, such as Captchas, email confirmations, or two-factor authentication. They also need to make sure their vendor has security measures to protect user data and meet regulatory data compliance requirements.
Customer Communication Capabilities: This is an important feature to include for businesses selling products on their websites. Having Web Analytics Tools that have a direct line for customers to voice concerns and ask questions not only increases engagement times, but also will help drive product conversions. It will also allow businesses to record any possible issues that consumers find with their site that can be improved upon.
Pricing for Web Analytics Tools varies by vendor. Many web analytics vendors use a Freemium pricing strategy to attract businesses. These tools provide a free version for a single website but charge for multiple websites. There are also additional charges for features such as data visualization and analytics, additional users, advanced tag management tools, individual-level tracking, and other enterprise capabilities.
More resources are available on the TrustRadius Buyer and Vendor Blogs:
- Trends in MarTech: Analytics – What Stops Marketers From Being Truly Data-Driven?
- Top 10 Fastest Growing Digital Analytics Software Platforms in 2014
- 6 Tools that Integrate with Google Analytics
The following Web Analytics Tools offer award-winning customer relationships, feature sets, and value for price. Learn more about our Best Of Awards methodology here.