32 Web Analytics Tools You Need to Track Results in 2023

Did you know that, at its core, effective brand marketing is all about analytics?

Regardless of the strategies and platforms that you choose, using the best website analytics tools is essential for marketers to discover what works, what doesn’t, and what has a scope of improvement.

Using web analytics tools is the best way to learn how to maximize results. This is why about 52% of companies adopted this strategy by 2017.

With your website being the center of all of your marketing efforts, analyzing its overall performance with analytics tools is even more important.

There are a plethora of web analytics tools to help you understand your website traffic, page views, clicks, keywords that attract traffic, and more. But which are the best website analytics tools?

We'll get to analytics tools in a moment…

You can use these valuable insights to optimize your site for an improved user experience and greater conversions.

Disclosure: This content has a few affiliate links, which means if you click on them, I will get a commission (without any extra cost to you).

What is Web Analytics?

Web analytics help you collect and analyze activities on your website. It helps you figure out things like where your visitors came from, what they do on your site, how long they stay, the content they like, and so much more.

With the help of analytics tools, you can figure out what’s working on your website and what’s not. It also enables you to measure and monitor your key performance indicators.

Why Should You Use the Best Website Analytics Tools?

Analytics tools use website data to determine if you are achieving your business goals. They provide insights that can help you improve customer experiences and optimize your strategies.

You can also use analytics tools to understand customer behavior.

For example, you can find out who your site visitors are, how they found you, and how they interact with your website. You can also track content that performs well on your website and optimize your site for conversions.

Want to know which analytics tools are the best for your business needs?

Let’s take a look at 32 of the best website analytics tools that can help you optimize your website.

32 Best Website Analytics Tools in 2022

1. Semrush

To dive deep into how you’re performing online, you can leverage Semrush. This web analytics tool provides you in-depth insights into your SEO progress. Here are some key features of this analytics tools.

Key Features:

• Track keyword rankings
• Keyword research
• Helps with backlink building
• On-page SEO checker
• Organic traffic measurement

Pros:

• Wide variety of tools for SEO
• On-page, off-page, and technical SEO tools
• Daily tracking of rankings

Cons:

• Too many tools make it difficult to navigate

Pricing:

Free version available.

Pro: $99.95

Guru: $199.95

Business: $399.95

Pro Tip: You can also spy on your competitors and figure out the keyword gaps. You can then outrank them by creating content around those keywords.

2. UXtweak

UXtweak is an ultimate website analytics tool when it comes to seeing your website from users’ points of view. It allows you to capture every interaction of your visitors, such as mouse movement, scrolls, taps, and clicks, and replay their entire activity with the pixel-perfect session playback.

UXtweak perfectly visualizes your customers’ frustration in order to better understand their issues.

Key Features: 

• Session Replay – see how exactly users interact with your site
• Heatmaps – find out  where users click, how far they scroll & where they move the cursor
• SmartSearch Filters – filter out users upon any event 
• Activity Tracking

And not only that, UXtweak offers a variety of other UX research & behavior analytic tools, such as Website Testing, Five Second Test, First Click Test, and many others!

Pricing:

• Starter: Free, no credit card required
• Professional: $70/month
• Enterprise: custom

Pros:

• Easy implementation with GTM, GDPR, and CCPA compliant
• 155M+ user panel and Recruiting Widget
• One plan gives you access to all the testing tools
• Technical targeting
• Advanced analytics, filters and PDF reports

Cons:

• Only 10 languages supported

Pro tip:

To get even more valuable insights, try using Session Recording in combination with Website testing. This approach gives you an opportunity to uncover all the possible usability issues of your website.

3. Oribi

Oribi helps businesses around the world understand their analytics. And it requires no developers, tag managers, or coding.

Oribi gives you the actionable insights you need in just one click.  Insights that will help you make better-informed business decisions and drive results. With this groundbreaking analytics tool, you can build and analyze funnels quickly, determine which channels convert the best, and even spot where you’re losing prospects.

Key Features:

• Tracks every button click and page view
• Track and compare campaigns by UTM
• Define conversion goals without coding
• Actionable insights
• Export events to Google and Facebook
• Create finely-tuned Lookalike and retargeting audiences

Pros:

• Strong customer support team
• No coding, tag managers, or developers required
• Easy to build new audiences
• Smart filters allow you to analyze specific segments

Cons:

• Can take some time to master

Pricing:

Oribi offers a free 7-day trial with no credit card required. The free trial includes a product tour during which you can discuss your site’s data with one of their conversion experts.

After the trial, plans start at $450/mo.

4. HubSpot

HubSpot is an effective web analytics tool that brings you a bunch of useful website visitor data at your fingertips. The reports include metrics like traffic, session duration, bounce rate, engagement, average time on site, form fills, and new visitors.

Want to know its best feature? It's the powerful built-in analytics dashboard of HubSpot.

With inbuilt analytics, reports, and dashboards, it gets easier for you to analyze the data in a smarter way.

These insights will help you understand your website data and put it to use. You can drive more conversions by showing different offers with smart CTAs. It’s easy to use HubSpot as it’s completely hosted off-site too.

5. Clicky

Around 1.1 million websites use this online web analytics tool to gain real-time data about metrics like their visitor traffic.

This software solution provides detailed information about every visitor’s activity and allows you to react to your traffic.

You can divide your visitors into specific segments, which makes it easier for you to target a particular visitor group. Filter and sort your visitors based on your business needs.

You get minute-to-minute reporting of your visitors’ activity through heatmaps. You can further view these heatmaps by visitor, page, or segment.

The tool also monitors your site’s uptime from seven different locations in the world. It’s completely hosted off-site so it’s super easy to implement. For up to 3,000 page views, it’s free. Beyond that, you need to choose one of their paid plans.

6. Woopra

If you want to optimize your customer experience to drive engagement and improve retention, Woopra is an ideal choice for you. It is one of the best website analytics tools that provide you with all answers related to your customers’ buying journey.

You get detailed information about what users are doing, who is making payments, or opening emails.

What’s more, you ask? You can use its inbuilt automation to trigger custom real-time actions when a customer interacts with you. This can help you build stronger customer relationships. Woopra is hosted off-site too and is a paid platform. However, for up to 500k actions, it’s free to use.

7. Chartbeat

Chartbeat is a promising web analytics tool that provides you with real-time insights around your published content across channels and devices.

It tells you about who is reading your content, which topics resonate with your audience, and which trending topics you can leverage.

Besides providing details around reader engagement, it also lets you see all your sites’ traffic on a single page.

You can further optimize the content on your website for improved engagement by running headline tests.

8. Google Analytics

Google Analytics is one of the best website analytics tools in the market. This feature-packed online tool guides businesses to do faster and smarter marketing for free.

It helps you understand your visitors, identify the reason behind their visits, see the pages they viewed, how much time they spend, and track whether they converted or not.

You can also see which content and website elements are performing well and which aren’t.

Once you get this in-depth data, you can use it to optimize your online marketing strategies for better results. The best part about this platform is that it’s hosted off-site and is completely free to use. You just need to be a Google user to utilize this solution and gain access to detailed data about your website.

9. Piwik PRO

Another useful online tool in this list of the best website analytics tools, Piwik PRO, provides you 100% control over your visitors’ data.

You can easily track, monitor, and review user activity on your website.

This analyzer provides you access to in-depth data and reports presented in an easy-to-understand format. This includes on-site campaign reports, user profiles, customer journey maps, and the overall digital footprints of your users.

Besides the usual traffic data, you can also set notifications for certain events that happen on your website. This will help you react immediately and deliver better customer service to your visitors online. While it’s a paid software solution, you can get a free trial before deciding to buy.

10. Crazy Egg

This amazing web analytics tool shows you how your visitors engage with your website, how they navigate across different web pages, where they get stuck, and what they’re actually looking for.

With easy-to-understand, visual heatmaps and overlays, you can watch your visitors’ entire activity. This includes each and every movement of their cursor and areas they click. You can use this information to utilize your site’s higher activity areas in a better way.

The best thing about this platform is that you can easily integrate it with your WordPress and Shopify sites.

11. GoSquared

With real-time insights about your website traffic, this web analytics tool allows you to constantly measure your marketing efforts with daily email reports. These reports contain key metrics like traffic volume, bounce rate, traffic spikes, and downtime.

Track every visitor on your website with details about their location, traffic source, pages they view, and the actions they take. Then optimize your site for more conversions. You can get a 14-day free trial post which you have to choose one of the platform’s paid plans.

12. Adobe Analytics

Its ability to provide real-time actionable insights on your website traffic makes this one of the best website analytics tools in the market.

Adobe Analytics takes data analysis to the next level by providing incredibly detailed information.

With this platform, you can discover every minute detail about your visitors’ journey and page views. Organize the data you collect.

You can even segment your visitors into groups – create limitless visitor segments and compare their behaviors.

However, this online tool is quite expensive, and you’ll need time to learn how to make the most out of its robust capabilities. This is a paid platform but you can opt for its free demo before deciding to purchase it.

13. Mixpanel

Mixpanel is a useful web analytics tool to get actionable insights into your users’ journey.

Rather than tracking page views, it measures actions taken by users. Actions may include a video streaming or a post share.

It is an event-centric web analytics tool that allows you to see how users interact with your products and campaigns.

It uses machine learning and advanced statistics to uncover any trends in your data. This analysis helps you figure out the best ways to drive more engagement. You can try the software solution through a free demo, after which you need to choose a paid plan.

14. Gauges

Gauges brings you easy-to-understand web traffic stats in real-time. You can use this amazing web analytics tool to monitor the performance of multiple sites. This is why many marketers prefer using Gauges to manage multiple brand sites at one place.

You should consider this software solution for getting the visitor information you need.

Know your visitors, where they come from, what makes them stay, and how you can convert every visit into a purchase or a subscription. You can use the platform’s free trial to get a feel of the solution before signing up for a paid plan.

15. FoxMetrics

FoxMetrics is more than a web analytics tool. Want to know what makes it so good? Find out in the section below.

Besides providing you with valuable visitor data, it also allows you to analyze stats, personalize user experience, and target them for improved conversions.

It provides a plethora of personalization and conversion tools. You can build unique segments of your visitors based on their behavior.

It makes it easier for you to target them effectively with personalized messages. Personalization further helps enhance the overall effectiveness of your campaigns. You can get a free demo of the software solution before signing up for a paid plan. Lastly, the best part about this platform is that it’s hosted completely off-site.

16. Open Web Analytics

Open Web Analytics (OWA) helps you track and analyze the way visitors interact with your websites and applications. This web analytics tool comes with inbuilt support for tracking and monitoring WordPress sites too.

You can watch your visitors’ mouse trails and heatmaps to analyze where they spend their time on your site.

OWA tells you about the number of unique visitors, their session duration, bounce rate. It also allows you to integrate goals.

However, you can’t monitor the stats for all your websites in one place, which makes some marketers avoid using it. Lastly, it’s hosted on-site but is completely free to use.

17. Parse.ly

This web analytics tool helps you understand your audience and what they care about.

It provides effective content performance tracking data in real-time to help you understand what content works for your audience.

Many bloggers, brands, and marketers use Parse.ly to figure out the content that can engage and grow their audiences.

Besides content performance tracking, it also gives you insights into your traffic source and how you can improve their user experience.

If you use the data provided by the best website analytics tools, you can optimize your site for visitor retention and conversions. This platform has a range of paid plans but you can get a free trial before opting for any of them too.

18. Clicktale

Clicktale is yet another powerful platform among the best website analytics tools available in the market. It allows you to see your visitors’ experience from their perspective.

Want to know its best feature? It’s the heatmaps.

Clicktale provides you with useful visitor data through heatmaps, detailed reports, and individual session replays. Heatmaps show you how users are interacting with your site’s navigation menus, product pages, and shopping cart.

You can use this data to discover website issues, improve user experience and conversions, and reduce cart abandonment.

19. Optimizely

Using this web analytics tool, you can test your website’s performance and optimize your site for better results.

It is one of the most cost-effective and best web analytics tools in the market that tests your site for design, user interface, user experience, call-to-actions, and performance.

Rely on real data from your visitors’ journey to optimize for conversions. The best part about this platform is that it’s got a variety of paid plans for you to choose from based on your requirements.

20. Adblock Analytics

Adblock Analytics is one of the fastest freemium web analytics tools in the market.

It allows you to track your website traffic with real-time detailed information about your visitors. See who visits your site, where they found you, what they are interested in, and the pages they view.

It is quite easy to use and understand how your website is performing among visitors.

You should analyze the data it provides to discover pain points. Then fix the website elements that could be pissing off your visitors. You can try this software solution for free before opting for its paid plans.

21. Etracker

This web analytics tool is available in different languages such as English, Spanish, French, and German.

It provides you with real-time website visitor statistics. And it can be used as a plugin with ePages, WordPress, and Drupal sites.

With etracker, you get faster and easier access to greater insights about your visitors’ journey. You can see which areas they use the most and where they scroll through integrated heatmaps.

It helps you monitor the effectiveness of your marketing campaigns. See which products your users view, which products they remove from the cart, and which product categories or subcategories work best.

This can help you use your marketing efforts for the right pages and products. You can get a free trial and demo of the software solution before deciding to purchase a paid plan.

22. Segment

Segment is an incredibly easy-to-use web analytics tool that provides you with useful customer data. This feature-packed software solution easily integrates dozens of third-party software into your site.

You get to see what your visitors do, why they do it, and how you can improve their experience on your site.

You can also create custom events and track their results. With exclusive customer data by Segment, you can automate your marketing efforts and optimize your site for improved sales.

It’s got a variety of paid plans that you can opt for. If you want to get a hands-on feel of the platform, you can go for its free trial first. It also has a free plan for up to 1000 monthly tracked users.

23. BrightEdge

Using Artificial Intelligence, this web analytics tool helps businesses understand what their customers are looking for.

It helps you determine trending topics, the type of content your audience likes, how you can optimize it, and how your published content is performing.

SEO executives, digital and content marketers, and brands are using BrightEdge to capitalize on content market demands.

You can use this web analytics tool to analyze valuable low-competition keywords that can help you improve your site’s ranking. This off-site software solution has a variety of paid plans and you can get a free demo before purchasing it too.

24. BuzzStream

BuzzStream is better known as an influencer marketing platform that helps you find, reach, and collaborate with influencers.

Many brands are using this platform to reach out to authoritative sites for pitching their website content. Doing this can help you get high-quality backlinks, which can boost your site’s rankings.

Other than its outreaching and email automation features, it also helps in tracking web analytics.

You can use it to keep track of all your backlinks and website conversions. And, it also provides deep insights into which marketing strategies work well and which don’t. You can try this software solution for free before signing up for a paid plan.

25. Angelfish

Angelfish by ActualMetrics is a secure, on-site web analytics tool that helps you track your website visitor activity. It is one of the most secure web analytics tools as all your data remains confined to your network.

You get complete access to visitors’ details such as their usernames, navigation paths, IP addresses, and marketing responses.

It also tells you about traffic spike analysis, user segments, hidden visitor tracking, and site errors.

26. Heap

Heap is a web analytics tool that allows you to capture, track, and monitor every user interaction on your website. This includes tracking all the clicks, taps, page views, submits, emails, and transactions that your visitors make.

Want to know its best feature? The best part about Heap is that you don’t have to write or insert a tracking code. If you’re not a tech-savvy person, you can still use Heap to see real-time visitor data.

The graphs and reports provided by this web analytics tool can help you make smarter decisions for your business. You can get a free trial of the platform before deciding to sign up for a paid plan.

27. Histats

Histats is a simple web analytics tool that provides simpler reports on your visitor activity. It provides access to real-time visitor stats, detailed historical logs, comparisons, and custom targeting.

It is a free software solution that allows you to see your popular pages, recent visits, most active visitors, visitors’ location, clicks, and trends. You can monitor up to 300 sites per account.

28. Statcounter

One of the most powerful real-time off-site web analytics tools, Statcounter makes it easy for you to understand your visitors’ activity.

It comes with a wide range of analytics features such as real-time visual maps, navigation paths, and data of pages with a higher bounce rate. You can also filter these stats by browser type, country, referral site, and more options. Using their insights, you can grow your brand online.

Still not convinced about whether this tool is for you? Read further to find out more about this tool.

Over 2 million websites are using it to get useful insights, which can help them to attract more traffic and improve their user experience.

29. Inspectlet

Inspectlet is a web analytics tool that tells you everything that your visitors do on your website, their mouse cursor movement, scroll, and clicks through recorded sessions and heatmaps.

You no longer have to wonder how your visitors use your site and what they’re looking for.

This platform allows you to analyze these insights to understand their mindset, where they’re getting confused, and what getting their attention.

With this, you can discover the best ways to optimize your site for increasing conversions. This software solution has both free and paid plans and is fully hosted off-site.

30. W3Counter

W3Counter is a convincing web analytics tool that provides you with easy-to-understand web stats reports to track your visitor activity. See who visited you, how they reach you, their location, the languages they know, and the devices they used to visit your site.

Analyze the content they’re looking for on your site using this web analytics tool. You can further implement your findings to engage them, improve conversions, and drive greater sales.

31. Mouseflow

For a web analytics tool that provides an adequate way to see how visitors are using your website online, you should consider using Mouseflow. Their session recording and heatmaps features are an ideal solution for you.

They can help you observe your website visitors’ behavior, understand the problems your users are facing, and fix pain points immediately.

You can also view details like how users interact with your forms, and which fields are causing them to leave a form before completing it.

This information can help you optimize your website interface for faster and improved conversions. The best part about Mouseflow is that it’s hosted off-site. So you don’t need to worry about installing it. However, it’s a paid tool.

32. GoingUp

GoingUp provides a range of effective off-site web analytics tools to help you improve your website performance.

It is a free online software solution that provides you live web stats including visitor location, traffic trends, visitor maps, actions, and referring keywords.

It also includes SEO-related tools and page optimization features to help you attract, engage, and retain your website visitors. It’s hosted completely off-site as well.

BONUS: SEOPressor

If you’re a WordPress user, SEOPressor is a must-have web analytics tool for all your SEO requirements. It gives you a detailed insight into how you’re progressing with it.

Key Features:

• On-page SEO analysis
• SEO intelligence through sitewide audit
• Semantic builder for essential markups
• Customize paths for crawlers

Pros:

• All-in-one tool for all SEO requirements on the WordPress dashboard
• Can use for multiple websites
• Can build internal links with ease

Cons:

• Can contact the customer support only via email

Pricing: 

SEOPressor Connect: $9/month

Pro Tip: Use the crawler control to show search engines exactly what you want them to see. Use it to improve your SEO.

FAQs

Q1. What are web analytics tools?

A. Web analytics tools are used to gather data on a website’s performance. Such tools track and report metrics on website traffic, user behavior, content performance, etc.

Q2. How do web analytics tools work?

A. Web analytics tools work by tagging the web pages on a website using JavaScript code. This is used to track every time a user visits the website, how long they stay, which pages they view, etc.

Essentially, the best web analytics tools analyze each website visitor’s behavior on your website and consolidate this data in the form of performance metrics.

Q3. What are the best website analytics tools?

A. The tools listed in this post are some of the best website analytics tools that you can use. Here’s a quick recap of our top ten web analytics tools list:

• Semrush
• SEOPressor
• HubSpot
• Clicky
• Woopra
• Chartbeat
• Google Analytics
• Piwik PRO
• Crazy Egg

Q4. Which tool provides benchmarking data in web analytics?

A. Most popular web analytics tools like Semrush provide the option to benchmark the data for a few websites.

The number of websites that can be compared and the metrics available for benchmarking differ from tool to tool. Check out the detailed list of features for each tool before you make your choice.

Q5. What is the main purpose of web analytics?

A. The goal of web analytics is to measure the performance of a website on key metrics like traffic, bounce rate, average time on page, etc. It helps you understand how well your website is performing and identify areas for improvement.

Q6. Is Google Analytics an SEO tool?

A. Google Analytics is one of the most widely-used web analytics tools and helps with your website SEO. So, yes, it is an SEO tool.

Q7. Which is better: Google Analytics or Adobe Analytics?

A. Both of these tools have their own set of pros and cons, but both are definitely great web analytics tools.

Google Analytics, being a free tool, offers a lot of metrics but can improve a bit on their user interface and reporting. Adobe Analytics is better in this regard, but only marginally. Ultimately, it depends on individual preferences.

Q8. What are the best website analytics tools for beginners?

A. Google Analytics and Semrush are the safest bets for beginners. Both of these tools provide a comprehensive set of data and are easy enough to use. There are tools with better user interfaces than these two, but still, I would recommend these to anyone who is new to web analytics.

Q9. What are the top free web analytics software/tools?

A. Google Analytics is the only free web analytics tool that you will ever need. It provides a comprehensive list of performance metrics for any website and integrates easily with other tools. Other than that, almost all the tools mentioned in this post have a free trial option.

Q10. When it comes to web analytics, what insights can you gather using analytics tools?

A. You can gather information on an increase or decrease in website traffic, sources of traffic, user behavior, conversion rate, etc.

Which Web Analytics Tools are the Best?

The answer to that question depends upon your specific requirements. However, you should consider using the web analytics tools mentioned above to get more granular details on your website performance, customer happiness, and improvement opportunities.

These insights can then help you make smart decisions to optimize your site and marketing strategies for better results.

I’ve discussed 32 of the best website analytics tools here. But I would love to hear about the tools you use. If you know of any effective web analytics tools that I’ve missed, please share them in the comments section below.

Do you know any effective web analytics tool that I’ve missed? Please share them in the comments section below.

Disclosure: This content has a few affiliate links, which means if you click on them, I will get a commission (without any extra cost to you).