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.ObservePoint1https://media.trustradius.com/vendor-logos/AE/MG/TFU14O1A79KN.pngcomScore Digital Analytix (discontinued)2https://media.trustradius.com/vendor-logos/wz/eT/6KLTR4CT92LN-180x180.PNGMouseflow3https://media.trustradius.com/vendor-logos/C7/RK/08L94525UQ53.pngBound4https://media.trustradius.com/product-logos/Vh/Yt/2MKHF7X6W3QG-180x180.JPEGLucky Orange5https://media.trustradius.com/vendor-logos/HA/3f/4E6JUS5904D1-180x180.PNGZoho SalesIQ6https://media.trustradius.com/vendor-logos/Tb/S3/GM6HDTKVEP4R-180x180.PNGHubble7https://media.trustradius.com/product-logos/Su/9n/NGFERRKOACTK-180x180.JPEGSessionCam8https://media.trustradius.com/vendor-logos/kU/lo/4DZ9GWU551GW-180x180.JPEGResulticks-mCloud9https://media.trustradius.com/product-logos/1n/SD/QSDOIBV2JF5Q-180x180.JPEGCountly10https://media.trustradius.com/product-logos/2n/Yr/IQ70BIHC9XBU-180x180.PNGQuantcast Measure11https://media.trustradius.com/product-logos/of/h5/I3OF479UW2BD-180x180.JPEGClicky12https://media.trustradius.com/product-logos/J4/E8/D8FR0RBN02RM.pngHitsLink13https://media.trustradius.com/vendor-logos/pw/9Y/TH7BJVUFTK0Q.pngOpenText Optimost14https://media.trustradius.com/product-logos/Xn/e8/EW41RUVO9CTE-180x180.JPEGLeadBoxer15https://media.trustradius.com/product-logos/Kv/vk/PTT7B324T5HE-180x180.PNGLexer16https://media.trustradius.com/vendor-logos/ZM/cR/ZHD88NXZUPI6-180x180.PNGCanIRank17https://media.trustradius.com/vendor-logos/Od/Ha/TNLQCWL10L51-180x180.JPEGPiwik PRO18https://media.trustradius.com/product-logos/uk/pN/57TQNMUJLIPQ-180x180.PNGHiConversion19https://media.trustradius.com/product-logos/jQ/y8/NCTR8GF2EQ3K-180x180.JPEGDecibel Insight20https://media.trustradius.com/vendor-logos/qj/i3/CW3CFU6TN9LN-180x180.JPEGWebtrekk Digital Intelligence Suite21https://media.trustradius.com/product-logos/jk/Ae/KVQAND9WPSZS-180x180.JPEGInspectlet22https://media.trustradius.com/vendor-logos/or/PP/DF7D8WHITBC1-180x180.PNGWhatUsersDo23https://media.trustradius.com/vendor-logos/Zo/jr/DV0QQPNUT0BI-180x180.PNGKeynote Systems (Discontinued)24https://media.trustradius.com/vendor-logos/sg/CC/QG03PWT3TRB5-180x180.JPEGOneStat25https://media.trustradius.com/product-logos/07/66/S43986LIAQI6.png

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

Listings (26-50 of 74)

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 en…

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 creat…

20 Ratings

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.

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 data—ext…

12 Ratings

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 a site and replay a…

Resulticks is an omni-channel marketing automation platform built by marketers for marketers. It is designed to provide a common platform over which digital communications from a brand to its audiences can be managed, tracked and measured. In addition to managing marketing campaigns across email, mo…

2 Ratings

Countly is designed to provide marketing execs and product managers with insight into how their application behaves in different scenarios. Countly helps its customers increase user loyalty and retention, improve usability, identify bottlenecks, fix issues, and gain competitive advantage. According …

1 Ratings

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 media tracking.

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 speed is of the es…

1 Ratings

LeadBoxer is a lead generation platform that gives business users real-time information about companies and people that visit their website. LeadBoxer aims to turn anonymous web traffic into actionable data. The vendor’s value proposition is that LeadBoxer helps businesses find new B2B sales and gen…

1 Ratings

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, the vendor …

3 Ratings

Piwik PRO is a analytics suite for enterprise clients. Its key differentiator is a commitment to data protection.Piwik PRO’s main products can be deployed in both on-premises and cloud versions, each of them adheres to strict privacy and security regulations (including HIPAA and GDPR).Piwik PRO Anal…

5 Ratings

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 of these groups.

We don't have enough ratings and reviews to provide an overall score.

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

TrustRadius Top Rated for 2020

2020 Top Rated Web Analytics Tools

There are plenty of options out there, but here's our shortlist of the best Web Analytics Tools. 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. To qualify, a product must have 10 or more recent reviews and a trScore of 7.5 or higher, indicating above-average satisfaction for business technology. The products with the highest trScores appear first on the list. Read more about the Top Rated criteria.