Web Analytics Tools

Top Rated Web Analytics Products

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 76) Sorted by Most Reviews

ObservePoint

ObservePoint

Starting Price $158

ObservePoint is a web analytics tagging audit tool.

Mouseflow

Mouseflow is a behavior analytics platform used to optimize website experiences towards improving conversions. With Mouseflow, users can find answers that traditional analytics tools can't by allowing users to watch a website visitors' sessions, build 6 types of heatmaps for all…

Bound

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…

Lucky Orange

Lucky Orange is a conversion optimization tool with features including heatmaps, session recording, conversion funnels, form analytics, and chat.

Zoho SalesIQ

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.

SessionCam

SessionCam is a SaaS based solution that offers a suite of analytics tools including session replay, heat-mapping, conversion funnels and form analytics all designed to allow brands to optimize their website. Session replay technology enables brands to record customer activity on…

Hubble

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…

Quantcast Measure

Quantcast is a web analytics platform built around total cross-platform measurement with flexible audience segmentation across those platforms.

Countly

Countly is a product analytics solution and innovation enabler that helps organizations track product performance and user journey and behavior across mobile, web, and desktop applications. Ensuring privacy by design, it allows organizations to innovate and enhance their products…

accessiBe

accessiBe is a fully automated, AI-powered, web accessibility solution for ADA and WCAG compliance. The vendor states they aim to make the process of becoming compliant using accessiBe a no-brainer: within 48 hours, after installing just a single line of code, a site is fully accessible…

Visitor Queue

Based in London, Canada, Visitor Queue offers Website Visitor Identification software, boasting users among over 5000 organizations across the globe who use Visitor Queue to identify the anonymous companies visiting their website via IP address reversal. This information is made…

HitsLink

HitsLink

Starting Price $20

HitLinks is an inexpensive web analytics tools providing page view and unique visitor data to smaller site. Customers tend to be media sites with fairly simple analytics needs. The tools requires that some code be appended to all pages to be tracked, and does not offer any social…

CanIRank

CanIRank is SEO software. The vendor’s stated value proposition is that by collecting data and metrics from other SEO services and then adding a layer of machine learning intelligence, users are delivered actionable insights, opportunities and personalized recommendations. Additionally,…

LinkNotions

LinkNotions is a web analytics tools built around visualization capabilities, with the ability to create and view interactive diagrams and analyze networks.

Lexer

Lexer is an enterprise level, SaaS deployed web analytics solution built to drive personalization and omni-channel research.

Inspectlet

Inspectlet is a web heatmapping tool. Features include heatmapping, session recording and form analytics.

OpenText Optimost

OpenText Optimost is designed to help companies deliver engaging, profitable websites and campaigns and includes self-service capabilities. Optimost also provides white glove consulting to help companies test confidently when the stakes and complexity are highest; immediately when…

WhatUsersDo

WhatUsersDo is a web analytics solution built around using real user testing to optimize desktop, tablet, and mobile experiences.

HiConversion

HiConversion is an online optimization platform that allows you to test multiple changes to your website's look, feel, and functionality across multiple pages, segments, targeting rules, and devices. It then automatically displays the top performing versions of your site to each…

Keynote Systems (Discontinued)

Keynote Synthetic Monitoring was merged into Dynatrace's services in 2015.

Decibel Insight

Decibel Insight

Starting Price $40

Decibel Insight is a heat mapping and web analytics solution.

Piwik PRO

Piwik PRO is a privacy-oriented alternative to Google Analytics. Created in 2013, Piwik PRO Analytics Suite allows for tracking web, app, product and intranet behavior of users. The vendor states their platform ensures compliance with strict EU, US, Chinese and Russian data protection…

Request Metrics

Request Metrics is presented as a fast, simple, and affordable way to monitor the real user performance of a website. The vendor states they approach APM differently, rather than trying to understand everything about every part of a system, their solution focuses on understanding…

OneStat

OneStat

Starting Price $10

SImple tool designed to help SMBs understand website visitor behavior with a view to improving the visitor experience.