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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

  1. Individual-level tracking

  2. Real-time analytics

  3. A/B testing

  4. Mobile analytics

  5. Attribution modeling

  6. On-the-fly segmentation

  7. Ecommerce tracking

  8. Funnel analysis

  9. Cohort analysis

  10. Cross-device tracking

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

  12. Goal conversion tracking

  13. Event tracking

  14. Privacy compliance

  15. On-premise option

  16. 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.

Excerpts from TrustRadius Buyer's Guide to Digital Analytics

Digital Analytics Software Market Overview

What Is Digital Analytics Software?

Digital analytics software tracks user activity on an organization's website and other online channels, for the purpose of optimization. The goal might be to optimize user experience, conversion, revenue, return on paid search or other marketing endeavors. Originally and more commonly called web analytics, the field has evolved to include forms of digital interaction beyond web usage, such as social media and mobile applications. As a response to this evolution, the Web Analytics Association officially changed its name to the Digital Analytics Association in 2012.

The data and reports derived from web analytics software are used to evaluate and improve the effectiveness of a company's online presence. Improvement is achieved by focusing on a specific business objective, such as attracting more visitors, increasing sales, or improving customer engagement and retention. Ultimately, the data drives actions—refining website content, adjusting website design, or reallocating marketing dollars, for example—that attempt to optimize for the desired objective.

How Digital Analytics Software Works

To track visitor activity online, most web analytics tools use page tagging. Tags are little pieces of JavaScript embedded in the web page's code. These tags allow analytics tools to detect when someone visits the page, clicks on a link or watches a video, as well as other information such as the visitor's IP address, web browser type, geographic location and screen size. Some tools use web log files rather than JavaScript to track activity.

Web analytics services also usually use cookies to track one person's entire session and any future visits from the same browser. A cookie is a small piece of data attached to each site visitor's web browser. This helps identify new versus returning visitors and allows analysts to better understand user behavior over time.

Most digital analytics tools track similar web, social and mobile metrics. Common metrics cover how many people are using a website (visits, unique visitors, pageviews), who they are (geolocation, browser or device type, new or returning, registered or not), where they came from (referring source, search keyword), and what they are doing while there (time on site, conversions, click paths, bounce rate). The information is usually presented through standard or customized dashboards that can segment data by user persona, date range, and other attributes.

Due to the nature of data collection on the Internet (people can delete cookies or disable JavaScript, for example), no analytics software vendor can offer 100 percent accuracy, and different tools will often produce slightly different results for the same metric due to different counting or tracking methods. Despite data imperfections, digital analytics can provide valuable insights into customer needs and online behavior, especially when used to evaluate trends over time.

Challenges of Digital Analytics Software

Tracking users across devices

With the explosive growth of smartphone and tablet use, companies are increasingly interested in tracking one person's activity across multiple devices. For example, an individual might first visit a website from his or her phone and then later return to make a purchase from a desktop computer. At this point, unless the individual logs in or authenticates in some way, digital analytics tools will see two unique visitors, one of which converted. If the individual eventually makes a purchase or authenticates on the phone, some analytics products can connect the previous activity on that phone, prior to logging in, to the individual's unique ID.

Connecting online and offline activity

Another challenge is the ability to connect online and offline activity. An offline ad can influence an online purchase, or vice versa, and web analytics software by itself usually cannot identify such influence. Many tools, however, integrate with other data systems, such as customer relationship management, in order to provide a more holistic picture of customer behavior.

How vendors are addressing these challenges

Many analytics vendors are working on these challenges. For example, Google recently acquired Adometry, an attribution tool that uses algorithms to attempt to identify how offline activity influences online behavior. comScore uses its panel data and census network to attempt to approximate connections between smartphone and desktop activity by one individual, as well as connections between offline and online activities. Adobe is focused on attribution and predictive marketing capabilities, as well as multi-device visitor measurement.

Differentiating Factors among Digital Analytics Tools

Most digital analytics products offer a similar set of basic metrics. There are some differentiating factors and capabilities to consider, however.

Price IconPrice

There are a few free and freemium digital analytics tools, such as Google Analytics, Piwik, StatCounter and Flurry Analytics. Free analytics software can be quite robust and is almost always the right place to start if a company is just beginning to perform analytics. , such as start-ups, SMBs, and those whose website is not the main point of revenue generation, find that a free analytics product suits their needs for a long time. Google Analytics, used on more than 25 million websites, is the most widely adopted web analytics tool; Flurry Analytics, which tracks 500,000 mobile apps, is widely used for mobile app analytics. Some organizations use a free web analytics tool alongside a paid one, either to cover a data gap or to allow individuals outside the analytics team access to an easy-to-use product.

“Many organizations start out with a tool that's cheap or free, and easy to understand, and then push it to its limits. Once you hit the limit and want more, such as better support or a multi-product suite approach, then you can choose to move on to something more robust.”
— Digital Analytics Consultant

Vendors offering analytics tools free of charge, such as Google and Flurry, earn revenue by using the data to power or monetize other products such as advertising. Often the vendor, not the customer, owns the data collected. Piwik offers a free, open-source tool where the customer hosts and owns the data; the company earns revenue by offering cloud-hosting options and professional services through Piwik Cloud and Piwik PRO.

Freemium web analytics tools such as StatCounter, GoSquared and Woopra charge for deeper functionality or higher traffic volumes. Paid solutions usually offer data ownership, higher or no limits on amount of traffic or data getting tracked, and longer-term data retention. Some niche web analytics solutions such as Mixpanel and KISSmetrics specialize in a particular capability such as event-based, individual-level tracking or cohort analysis. Enterprise-level web analytics tools are often higher-priced and more customizable, and offer robust support during implementation and use. Some freemium tools, such as GoSquared and Woopra, are shifting their focus to the enterprise.

Data Sampling IconData Sampling

Data sampling refers to the use of a randomly selected subset of available data to produce analysis and reports. Sampling can increase the speed of processing reports when working with a large volume of data. If done incorrectly, it can reduce the accuracy of reporting. Most web analytics tools do not sample data upon collection—i.e., they collect and store all of the data, and use sampling only when processing large amounts of data for reports. Most standard reports in Google Analytics are pre-processed and therefore do not need to use data sampling; however, sampling is triggered in reporting when users create complex, ad-hoc reports.

Data sampling usually does not undermine web analysis in aggregate; however, if an analyst wishes to use web data to send targeted campaigns to a segment of people or perform remarketing, data sampling will not provide a complete list of users to target. Some web analytics tools offer sampled data in reporting so that users can run faster queries, but still allow the option of downloading or analyzing the full dataset if needed. Remarketing in Google Analytics uses unsampled data, for example.

“Sampling can have some pretty big impacts. It's a great way to extrapolate what's happening on your website for analysis purposes, but when you want to do one-to-one marketing or more advanced data integrations, with sampling you don't have all the data to do it. For example, if you want to send an email to all the visitors who added to cart and didn't buy, and the email to be customized with the products added to cart—sampling doesn't allow you to do that.”
— Digital Analytics Consultant

Individual-level Data IconIndividual-level Data

In some analytics tools such as Google Analytics, the data remains anonymous for privacy reasons. These tools excel in presenting data in aggregate so users can analyze website health as a whole. Other tools, such as KISSmetrics, IBM Tealeaf and Mixpanel, attach behavior to specific browsers once they can be identified with an email address or other information. Google now enables user-level tracking with Universal Analytics, a revamp of Google Analytics launched in 2014, which allows companies to attach a unique ID to visitors (though not any PII or Personally Identifiable Information). Other data systems can connect the unique ID to an email address or other such information.

Individual-level data is useful for tracking, identifying and targeting a particular segment of visitors or customers (for example, sending an email to those who abandoned an item in their shopping cart or experienced a particular website error).

Real-time Tracking IconReal-time Tracking

Analytics tools vary in their real-time data capabilities. For example, Google Analytics offers a real-time dashboard based on the most commonly used reports. However, report generation outside of what's included in that dashboard can take up to 24 hours, in a worst case scenario (though the company says reports are usually processed in less than an hour).

Chartbeat, GoSquared and Clicky are well known for their focus on real-time analytics. Real-time data can be useful for taking advantage of short-term events like holidays or news mentions. Historical analysis, on the other hand, is useful for understanding how changes in website design or functionality affect long-term performance.

Multi-channel Attribution Modeling IconMulti-channel Attribution Modeling

In many situations, a customer will engage with a company at multiple touch points before converting. For example, an individual might land on the website after performing a search, browse the website, then leave and return a few days later via a display ad on Facebook to finally make a purchase.

Some analytics tools primarily use last-click attribution to determine which marketing effort (a display ad, email campaign, or paid search term, for example) caused a conversion. In the above example, this would be the display ad on Facebook. Last-click attribution is generally considered to be an insufficient form of measurement. Other tools offer various complex mathematical models to determine how much each touch point contributed to a purchase. Modeling can help companies establish their optimal portfolio of marketing endeavors through various channels.

Cross-channel Integration IconCross-channel Integration

Digital marketers care about multiple channels of reaching customers, such as search engine results, social media, email marketing, display advertising, etc. They want to review, evaluate and possibly even execute marketing campaigns through various channels, preferably from one place. Digital analytics vendors offer integration with other marketing technologies, such as search engine marketing, social media management, email marketing, and customer relationship management, with varying levels of ease. This allows marketers to evaluate campaign effectiveness holistically, across all channels.

Photo of Stephane Hamel - Director of Innovation, Cardinal Path“The [digital analytics] ecosystem is getting very complex. The requirement to connect with the back-office is very strong, and the complexity of implementation is increasing accordingly. Tag management makes that easier, but at the same time, the expectation has increased so much that now you want to have a unique view of the customer across voice of customer, digital analytics and back-office systems.”
Stephane Hamel — Director of Innovation, Cardinal Path

Arbitrary Segmentation IconArbitrary or On-the-fly Segmentation

Segmentation is the practice of analyzing how different types of visitors behave, rather than viewing all of a website's traffic in aggregate. Analysts might segment visitors based on traffic source, such as direct, search, social or email, or other factors such as geolocation, new vs. returning visitor, device or browser type, etc. Segmentation can surface insights such as which traffic acquisition channels bring the most valuable visitors, or what type of content prospects in different stages of the sales funnel are looking for.

In the past, many web analytics tools required companies to pre-select how to segment traffic and data prior to implementation and data collection. Now, many products allow analysts to explore data in multiple new ways even after the data has already been collected.

Photo of Stephane Hamel - Director of Innovation, Cardinal Path“One concept I've seen emerging is that, instead of tagging the website and saying, ‘Here's what I want to track,’ the tool is tracking all user interactions anyway. For example, through the HeapAnalytics.com interface you can say, ‘Those clicks and those activities interest me.’ It's an interesting approach. Typically you have to think about your business requirements first, then do the implementations.”
Stephane Hamel — Director of Innovation, Cardinal Path

Mobile Analytics IconMobile Analytics

Mobile analytics involves tracking website visitors that use a mobile or tablet device, as well as users of a mobile application. Most web analytics tools can do the former, and many offer a software development kit for the latter. There are also some point solutions that focus on mobile analytics, such as Flurry Analytics or Localytics.

“Many mobile analytics begin as more user experience related. Are people swiping or clicking, or using this feature, etc.? There may be additional KPIs over and above the traditional KPIs for a desktop website. On a website, it's more about whether the content is driving success. On mobile, it's more experiential—how long are they staying in this mobile app, etc.”
— Digital Analytics Consultant
Photo of Judah Phillips - CEO and Founder, SmartCurrent“Google Analytics has recently shifted its naming conventions from visitors to users and from visits to sessions in order to converge the analytical vocabulary and use the same words for discussing the same concepts within mobile and site experiences. Previously the terms visitor and visits were used within site analytics profiles while users and sessions were used within mobile analytics profiles. This difference in terminology caused confusion when discussing customer behavior across channels, and the new vocabulary alleviates some confusion within the Google Analytics community. That said, many tools aren't following Google's lead and still use visitors and visits, and it is still possible to customize the rules and definitions for these concepts within various tools regardless of the naming applied.”
Judah Phillips — CEO and Founder, SmartCurrent; Author of "Building a Digital Analytics Organization" and "Digital Analytics Primer"
Photo of Stephane Hamel - Director of Innovation, Cardinal Path“Whether you use a point tool specialized for mobile, or your web analytics tool with a mobile SDK, depends on how critical your mobile application is to your strategy. A responsive website typically doesn't require special treatment, but maybe you’ll end up using Flurry or Localytics on top of GA or Adobe.”
Stephane Hamel — Director of Innovation, Cardinal Path

In-page Web Analytics IconIn-page Web Analytics

Many web analytics tools focus on clickstream analytics, or the tracking of movement from webpage to webpage. There are some point solutions, such as Crazy Egg, ClickTale, and IBM Tealeaf, which specialize in user interaction on one page. This includes things like heatmaps that show click activity on a page; mouse-tracking, which shows mouse cursor movement across the page; form analytics, which show visitor behavior in filling out forms even when not submitted; eye-tracking, which use either real people or algorithms to show eye movement across a page; and session replay, which are live recordings of an individual's website session. Some tools also offer visitor segmentation around these capabilities. Some web analytics solutions such as Google Analytics and comScore Digital Analytix include in-page analytics capabilities. Adobe offers integration with ClickTale.

In-page web analytics tools are often used to identify areas of confusion, technical errors, or barriers to conversion on a webpage. For example, visitors might be clicking a spot that is not an actual link, or user attention might be focused on the least important part of the page.

Pages 3-24 are available in the complete TrustRadius Buyer's Guide to Digital Analytics and cover

  • Five Key Factors for Digital Analytics Success
  • The Best Digital Analytics Software by Market Segment
  • The Best Digital Analytics Software for Small Businesses
  • The Best Digital Analytics Software for Mid-Size Companies
  • The Best Digital Analytics Software for Enterprises
  • Adobe Analytics Profile
  • AT Internet Profile
  • comScore Digital Analytix Profile
  • Google Analytics Profile
  • Google Analytics Premium Profile
  • GoSquared Profile
  • IBM Digital Analytics Profile
  • KISSmetrics Profile
  • Mixpanel Profile
  • Piwik Profile
  • StatCounter Profile
  • Webtrends Analytics Profile
  • Woopra Profile
  • ClickTale Profile
  • Crazy Egg Profile
  • Flurry Analytics Profile
  • IBM Tealeaf Profile

Trends in Digital Analytics Software

The Google Effect

Since it was first released in 2005, Google Analytics has had a massively disruptive impact on the web analytics industry. With a free and relatively easy-to-use product, Google democratized access, enabling organizations who previously could not afford an analytics program, as well as different, non-analyst business units within a company, to perform some basic data crunching. This powered a culture shift in marketing toward data-driven decision making.

Photo of James Gill - CEO, GoSquared“Traditionally you had a dedicated web analyst. Now you have marketing managers and CEOs using analytics tools.”
James Gill — CEO, GoSquared

It also forced some analytics vendors to double-down on enterprise customers, who needed the extra training, implementation, support and data volumes not offered by free analytics tools. Niche tools such as KISSmetrics and Mixpanel emerged filling in specific capability gaps left by Google Analytics or other free products.

Photo of Mathieu Llorens - CEO, AT Internet“In 2007 and 2008, the free and mid-market customers almost disappeared because of Google Analytics. We saw our future was only in the high-end, and we developed more advanced features.”
Mathieu Llorens — CEO, AT Internet
Photo of Bryan Eisenberg - Keynote Speaker, Advisor, Bestselling Author“The various analytics tools each have a role because they're all different flavors. They have different ways of presenting the data. Every analytics tool has some kind of bias, so there's always room for those alternative options to Google Analytics.”
Bryan Eisenberg — Keynote Speaker, Advisor, Bestselling Author

Having penetrated the market so much, Google is still able to change the industry with innovations such as their recent launch of Universal Analytics, which is a new version of Google Analytics that aims to focus on tracking people, through a unique ID, rather than devices. Universal Analytics could potentially force other tools focused on person-based tracking to re-think their value propositions.

Photo of Stephane Hamel - Director of Innovation, Cardinal Path“Universal Analytics will certainly put pressure on user-level tracking tools to evolve. Their main selling point was, ‘we give you the full user profile,’ and now Google can do it, with a little bit of work.” 
Stephane Hamel — Director of Innovation, Cardinal Path

However, some analytics vendors disagree.

Photo of Hiten Shah - Co-founder, KISSmetrics and Crazy Egg“Google still isn't letting customers pass in email addresses, and therefore, you can't merge all the data. We've focused on the accuracy of the data and being able to see all of a customer's activities, no matter how long ago it took place. Our method of doing person-based tracking is better for certain use cases.”
Hiten Shah — Co-founder, KISSmetrics and Crazy Egg

Data-Driven Actions and the Rising Importance of Integration

Most digital marketers are now using data to drive decision-making around things like website changes, traffic acquisition efforts, advertising and other marketing endeavors. The next step is a more focused use of the data: the ability to take direct action off of data, in real time and even in an automated fashion.

This requires data collection technology, such as digital analytics, to be integrated with action-based technology, such as email marketing, customer relationship management, targeting and personalization, and marketing automation. The integration is not only about pulling data from those systems into an analytics tool, but also sending data from analytics to those systems to enable action—whether manually or, preferably, automatically. This elevates the importance of real-time capabilities in analytics tools.

Photo of Jody Shapiro - Global Head of Google Analytics Premium“Customers are saying, ‘I don't want my measurement, planning and execution tools siloed.’ This rising demand for the integrated marketing platform is good for the industry as a whole. Customers ultimately want the ability to move data fluidly and accurately across all of these platforms, so that they can do more automated marketing, more personalization.” 
Jody Shapiro — Global Head of Google Analytics Premium
Photo of Elie Khoury - Founder & CEO, Woopra“There are two ways to act on data: (1) by looking at the data and using it to make decisions, and (2) by leveraging real-time data to instantly personalize experiences, allowing you to, for example, display a certain promotion to a particular segment of visitors.”
Elie Khoury — Founder & CEO, Woopra

The goal is usually to provide a better, more relevant experience for consumers, based on what is known about them. This could include things like automatically sending an email to customers who abandoned a particular item in their shopping cart, surfacing the most relevant products or articles for a website visitor based on what he or she has purchased or read in the past, or showing images or language that are more likely to resonate with an individual based on demographics, preferences or geographic location.

Photo of Bryan Eisenberg - Keynote Speaker, Advisor, Bestselling Author“The purpose of analytics is to report on what happened, develop insights on why things happened, and then finally I can take action on those insights. Usually the challenge on the last part is resources. This is where the machine-learning tools that automate tasks come in—to make actions happen on the data without a heavy human dimension. Amazon for example has tools that will automatically change search results based on what they know about a customer.”
Bryan Eisenberg — Keynote Speaker, Advisor, Bestselling Author

Following a Customer across Devices and Channels

In addition to wanting to take direct action based on customer data, marketers are increasingly focused on optimizing the individual customer's experience. This includes shaping each customer's interaction based on that customer's previous experiences. When visiting a website, an individual who has never heard of a brand, for example, is looking for something very different than a legacy customer. Certain words will resonate with a company's B2C customer, while the same company's B2B customer will be interested in something entirely different.

Treating each customer with relevant content based on everything a company knows about that individual means customer data needs to be unified across various marketing technologies—including those that track offline activity. Unifying customer data requires a universal customer ID. To truly join web analytics data with other customer data, companies will need to entice website visitors to log in or authenticate in some way, as well as entice store visitors to use person-based coupons or loyalty cards.

Photo of Stephane Hamel - Director of Innovation, Cardinal PathWe're going to see more websites enticing visitors to log in with Facebook, Twitter or Google accounts, just so they can have that unique ID and gradually enrich the information they know about visitors. It's a tradeoff. I'm willing to authenticate myself in exchange for a feature or something I didn't have before.” 
Stephane Hamel — Director of Innovation, Cardinal Path

For businesses with a physical store, connecting an individual's online and offline activity is perhaps the most difficult, yet it can lead to important revelations.

Photo of Jason Burby - President, Americas at POSSIBLE“Apple is the best example of creating a consistent, relevant customer experience across online and offline platforms. I can make an appointment on my phone to go to a retail store, and when I get there, I check in with my device, they come over and show me things on my computer and my phone, I can check out, it emails over a receipt. It's easier, because it's fairly closed environment—they own the stores, they own where you get your content, and they own the device. But there are ways for other companies to strive for this…

There are a lot of situations where you have to include offline in your analysis. We had a large client that created a lot of expensive videos, and only a small percentage of their traffic was watching them. The first inclination might be to stop producing those videos, but when we looked at the likelihood to visit a store location to try one of their products out, the video turned out to be the most valuable aspect on the entire site.”
Jason Burby — President, Americas at POSSIBLE
Photo of Jim Novo - Owner and Principal Consultant“The more difficult work in cross-channel integration comes when decisions need to be made based on the results of the integration. Companies have to align goals and cultural norms between channels or divisions of a company for the ‘common good’. Too often, not enough work is done in this area. For example, what will happen if, when the cross-channel evidence begins to come in, the company finds decisions that maximize value on the digital side actually restrict value creation for the offline channel? How will this conflict be resolved, and what are the rules of this resolution game? The answers to such questions often require new ways of thinking about customer and supplier relationships, and companies need to be prepared to resolve these issues or the benefits of cross-channel integration will likely be hindered by internal conflict.”
Jim Novo — Owner and Principal Consultant, The Drilling Down Project

Further Resources for Your Evaluation of Digital Analytics Software

TrustRadius.com has hundreds of in-depth reviews of digital analytics software and several great tools to aid your evaluation.

Review Filters — The quickest and easiest way to find valuable reviews that are relevant to you and your specific needs. Filter reviews to quickly find ones in your industry, as well as those from similarly sized companies. You can also filter by the reviewer's department and even role to find those reviews that are as close as possible to your own perspective.

Review filters screenshot

In-Depth Structured Reviews — Reviewers respond to a series of questions to create their reviews. This leads to rich, high-quality insights. It also makes it easier for you to compare one person's perspective to another's.

Comparison Ring — If you're looking at a particular product, find out which others it is most often compared with and see how they stack up against each other. In this example, the Comparison Ring shows the four products that are most often compared to Mixpanel, with KISSmetrics leading by a wide margin.

Comparison ring screenshot

Side-by-Side Comparisons — Quickly flip through the same portions of different reviews to evaluate and compare how each product stacks up on usability, integration, training and much more.

Side-by-Side comparisons screenshot

Final Note
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Web Analytics Products

Listings (1-25 of 74)

Google Analytics

Top Rated
1808 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

Top Rated
392 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...

Kissmetrics

Top Rated
78 Ratings

Kissmetrics aims to help companies get, keep and grow more customers with its customer engagement automation. This solution includes behavioral analytics, segmentation and email campaign automation all in one place.The vendor says Kissmetrics helps companies deeply understand and uniquely engage...

Mixpanel

Top Rated
83 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...

Webtrends Analytics

62 Ratings

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.

Hotjar

99 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...

Crazy Egg

95 Ratings

Crazy Egg is a heat map web analytics product.

IBM Digital Analytics

46 Ratings

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,...

Exponea Experience Cloud

22 Ratings

With its marketing cloud, Exponea aims to provide real-time 1:1 omni-channel personalization, a single 360-degree customer view, and dynamic A/B testing with AI. It equips marketers to raise conversion rates, improve acquisition ROI, and maximize customer lifetime value. The vendor says Exponea...

Smartlook

107 Ratings

Smartlook is a product analytics solution that helps businesses of all sizes and industries get an insider look into how their websites and apps work. The product is used by 200,000 businesses.Smartlook enables you to see exactly what your visitors see through always-on recordings and multi-device...

AT Internet

Top Rated
24 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...

Matomo (formerly Piwik)

Top Rated
33 Ratings

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. Available in over...

Google Analytics Premium

Top Rated
275 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 site...

GoSquared

21 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...

StatCounter

Top Rated
16 Ratings

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

Chartbeat

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.

LeadLander

15 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...

Digital Analytix Enterprise

16 Ratings

comScore's Digital Analytix Enterprise (DAX) product was acquired by Adobe in 2015 largely for its European customer base, with the goal of migrating former DAX customers to the Adobe Analytics cloud. Thus, DAX is no longer available. Formerly, it helped users optimize content for visibility and...

Segment

23 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 to...

Lead Forensics

16 Ratings

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

VisitorTrack

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...

Amplitude Analytics

10 Ratings

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

Bound

5 Ratings

Bound (formerly Get Smart Content) is a website segmentation and targeting platform that enables marketers to read a website visitor's digital body language and serve relevant content based on the person's stage in the buying journey. Using behavioral, demographic, and firmographic data, Bound...

Hubble

8 Ratings

Hubble® is an integrated suite of performance management apps from insightsoftware.com. This solution offers reporting, analytics and planning in a single real-time solution. The vendor says Hubble integrates a company’s critical business systems so users at all levels have access to live...

ObservePoint

7 Ratings

ObservePoint is a web analytics tagging audit tool.

Web Analytics Articles

Buyer's Guide to Digital Analytics

  • Compare the Top Rated Digital Analytics products in this free 72-page guide
  • Based on 230+ in-depth reviews and ratings from real users
  • Includes pros & cons summary of top vendors like Adobe, Google, KISSmetrics and many more
 
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TrustRadius @ Dreamforce: Interview with Christopher Golec, Demandbase CEO

Demandbase is an Account-based Marketing (ABM) solution with capabilities for targeted web advertising, website personalization and ties to CRM. They recently acquired a company called WhoToo, which will add “types of people” persona profile data to the mix, making campaigns even more targeted.

 
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Top 10 Fastest Growing Digital Analytics Software Platforms

Digital Analytics is a quickly evolving software category. Market dynamics have been interesting with several free or low cost solutions, and market dynamics like the increasing importance of mobile. On TrustRadius, unique page views for Social Media Management software products – a measure for how many people are running evaluations – grew 11 percent from Q2 to Q3. The most evaluated Digital Analytics products on TrustRadius during Q3 were Google Analytics by some margin, followed by Adobe Analytics, Mixpanel, Kissmetrics and Google Analytics Premium.  
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Top Rated Digital Analytics Products for Small Businesses, Mid-size Companies and Enterprises

In September 2014, TrustRadius announced the release of our its TrustMaps™ for Digital Analytics software which rank products based on user ratings and adoption within each market segment - small businesses, mid-size companies and enterprises.  
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Ensighten buys Anametrix to bolster its competitive position against Adobe, Google

Tag management vendor Ensighten announced this week that it acquired Anametrix, a cloud-based marketing analytics tool that allows companies to unify data from paid, owned and earned media to optimize their marketing campaigns. Ensighten says the combination of the two platforms “unlocks the true power of customer data” by bringing together digital and offline data from disparate sources, such as web analytics, mobile apps, social media and CRM.  
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