Top Web Analytics Tools in 2019

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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.

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.

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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 particu…

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Smartlook is a qualitative analytics solution for websites and mobile apps helping over 250,000 businesses of all sizes and industries answer the “whys” behind their users’ actions. Eliminate the guesswork and discover real, actionable reasons.Smartlook provides a way to understand user behavior …

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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 prod…

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Mixpanel is helping the world learn from its data by translating user behavior into actionable knowledge. As the leading user analytics platform, Mixpanel tracks interactions to surface information that provides valuable insights which enable businesses to make smarter decisions, break down knowl…

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AT Internet, a major player in the field of Digital Analytics since 1995, helps companies drive their online performance and optimise their presence across digital marketing channels: web, mobile, applications, and social media. The company’s Digital Analytics solution provides reliable, valid, a…

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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 si…

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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.

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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, Lifec…

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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 ove…

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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 histori…

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Segment is an SF-based, customer data platform, that helps engineering teams at companies like Tradesy, TIME, Inc., Gap, Lending Tree, PayPal & Fender, etc., achieve significant time and cost savings on their data infrastructure, while giving Product, BI, and Marketing teams instant access to…

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You need user insights to boost engagement, retention, and revenue. Amplitude helps you by:

– Answering your complex questions with features like Behavioral Cohorting
– Giving you complete access to your data via Amazon Redshift
– Always offering fair pricing at scale — no matter how popular …

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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.

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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…

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Heap is a web analytics platform captures every user interaction on web iOS with no extra code. The tool allows you to track events and set up funnels to understand user flow and dropoff. It also provides visualization tools to track trends over time.

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The complete research of SERP with advanced analytics. Unlike other rank tracking services on the market, we keep track of all top 100 search results for a keyword, and not only the rank of one domain for the tracked keywordSERP Historical Data. Serpstat store the top 100 search results for every…

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Parse.ly is a content optimization platform for online publishers. It provides in-depth analytics and helps maximize the performance of the digital content. It features a dashboard geared for editorial and business staff and an API that can be used by a product team to create personalized or con…

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Adobe is changing the world through digital experiences. For more than two decades, Adobe has been at the heart of making engaging experiences happen, and we fuel the content creation and delivery ecosystem in a way no other technology company can.

Whether it’s a smartphone or tablet app, a ga…

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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…

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