There are tons of marketing analytics tools out there! The truth is that some of them work great, and others not so much.
Many business owners and marketers alike still struggle with measuring marketing performance.
“Only 21% of marketers are employing analytics to measure marketing ROI for all marketing engagement.”
Why is this?
It's because some marketers either don't know the benefits of using marketing analytics tools, they don't know what tools to use, or they don't know how to use them.
Choosing the perfect marketing analytics tools is a little tricky. You have to consider the ones that will allow you to analyze, measure, and maximize your performance.
Choose those that are simple and easy to use because those are the ones you'll stick with and actually use.
You probably can't see or realize it now, but the benefits of marketing analytics tools to your business are plentiful.
Here are a few of them...
Benefits of Using Marketing Analytics Tools
Get a complete view of customers across all marketing channels.
Personalize engagements with current and potential customers.
Improve social media strategies.
Real-time customer engagement.
Know what marketing channels are actually working for your business.
Anticipate customer and market behavior.
Recognize data as a strategic asset.
Our goal today is to guide you in choosing the right marketing analytics tools that will help you achieve your goals.
Are you ready? Let's jump to it!
18 of the Best Marketing Analytics Tools
In this guide, we will go through the capabilities and features of some of the best marketing analytics tools to optimize and boost your marketing strategy.
Event-Based Marketing Analytics Tools
These marketing analytics tools will help you analyze and measure events, customer touchpoints, users' behavior, and conversions.
Heap Analytics offers a dashboard that allows you to manually analyze events, conversions, and user behaviors like actions taken by your website visitors.
Heap is a perfect tool for marketers who need data on events and conversions of their website, product, or iOS app.
- Data Governance
- Virtual Events
- Virtual Users
- Behavioral Analytics
Heap Analytics offers a 14-day free trial and unlimited virtual events on all its plans.
Marketo specializes in customer engagement marketing and marketing management. It helps users understand the customer journey by measuring key performance metrics across each stage.
It lets users manage machine learning & predictive analytics to automatically put the most suitable piece of content in front of each person across the web, mobile, and email channels.
- Marketo Engage
- Adobe Experience Cloud
Check out the pricing & packaging section of Marketo's site to learn more about their prices.
MixPanel is an awesome tool for analyzing events on your website, product, and mobile app (both iOS and Android).
It allows you to see events like count, trends, which users used them, and in which order.
- Behavioral Analytics
- Data Science
- Messaging & Testing
- Data Governance
- User Analytics Infrastructure
You can also subscribe to the People Plans add-on which provides exclusive access to features that allows you to analyze specific users and later lets you re-engage them.
MixPanel Engagement Plans pricing starts at $0 per year.
Website Traffic Oriented Tools
Website traffic oriented tools will mostly help you measure your site traffic and where it comes from.
I'm sure you've heard about this one.
Google Analytics lets users track website traffic, including where visitors come from, how they were referred, the time they spend on it, and a lot more.
I have to warn you though; Google Analytics cannot define and track new conversions, and track individual user sessions and understand how users use your site.
- Analytics Intelligence
- Data Analysis and Visualization
- Data Collection and Management
- Data Activation
I'm pretty sure you'd love the fact that Google Analytics is FREE!
Matomo is formerly known as Piwik. It tracks website visits and allows users to create customized reports that segments data by:
- traffic source
- user’s geo-location
- operating systems
It's a great marketing analytics tool for all types of businesses - individuals, small businesses, large enterprises, and even government agencies.
Matomo's plans start at $19 per month.
If you're looking for a tool that has a range of effective web analytics tools to help you improve your website performance, then GoingUp is perfect for you. To analyze your site's traffic, GoingUp offers an in-depth set of tools like:
- Traffic Trend Analysis
- Referring Keywords
- Visitor Locations
- Recent Visitor Maps
- Heat Maps
GoingUp also includes SEO-related tools and page optimization features to help you attract, engage, and retain your website visitors.
Aside from being a FREE web and SEO tool, GoingUp is also a plugin for website development platforms like WordPress.
Search Engine Analytics Tools
Tracking and measuring search engine performance is tricky, but with the right tools, it'll be easier.
These marketing analytics tools will help you analyze your traffic from search engines like Google to boost your SEO and SEM originated traffic.
Google Search Console is a FREE analytics tool that measures search traffic and performance, fixes issues, and optimizes your website in Google search results.
It shows which keywords lead users to your website following their Google search and clicking on an organic link to your site.
Also, Google Search Console shows:
- the number of impressions each search term had;
- click-through rate; and
- average position it presented a website as a search result.
Google Search Console can be integrated with your Google Analytics account to display more data.
Ahrefs is an advanced search engine analytics tool that monitors a website. It also provides link, keyword, and ranking profiles to help you produce the best site content.
Three of its main tools are:
- Site Explorer tells you if a specific page on your site is performing or not.
- Content Explorer allows you to explore excellent-performing webpages under particular keywords and topics.
- Keywords Explorer generates the monthly search volume and click-through rates (CTR) of specific keywords.
Ahrefs' plans start at $99 per month.
SEMrush is a super comprehensive marketing analytics tool. It reports on the holistic performance of web domains and their specific pages.
- Keyword Magic Tool lets you build your most effective SEO or PPC campaign using keywords.
- Domain vs. Domain lets you compare your website with competitors.
- Keyword Difficulty allows you to understand your competitors’ positions in Google or Bing using keywords.
SEMrushs' plans start at $99 per month, which can also be billed annually.
Marketing Dashboards Tools
Marketing dashboards tools enable you to collect data from different marketing channels and create a unique dashboard.
Cyfe is a tool that allows marketers to combine data from different marketing tools, and see it all in a single dashboard.
- Social Media Dashboards lets you use real-time data to start tracking how your business is doing across major social media platforms like Facebook and Twitter and measure the ROI of your social efforts.
- Marketing Dashboards have the latest real-time metrics to track your performance across leading marketing platforms like Salesforce and Google Analytics.
- Client Dashboards provides real-time data to analyze the overall performance of your clients in terms of customer acquisition, ROI, PPC, SEO progress, etc.
Cyfe is a FREE tool, but you have the option to go PREMIUM for $29 a month.
Klipfolio is another marketing analytics tool that lets you build an interactive dashboard containing all your marketing related data from various channels.
It allows you to pull data from tools such as Google Analytics or Facebook to analyze your performance.
Other features include:
- Data Connectors
- Report Builder
- Mobile BI App
Klipfolio is a good fit for marketers who own multiple channels who wish to monitor them in a single screen.
Klipfolio plans start at $29 a month.
If you're looking for an all-in-one analytics tool for all your marketing platforms – website, social media channels, etc., then Agency Analytics is perfect for you! It is built to help you analyze your marketing efforts in a single dashboard.
The reports you will get from this tool are awesome. Agency Analytics made it even more cost-effective by adding more features, and ways for you to better track marketing performance, and send better reports to whoever needs them.
Here are the benefits that you can get from using this tool:
- Know your accurate search engine ranking
- Conduct a site audit that will save you time
- Know your backlinks
- Google Analytics integration
- Social Media Analytics
- Download reports easily
- Easily assign tasks to your team
Agency Analytics plans start at $49 per month. If you want to save 20%, then have it billed yearly.
Visual Behavior Tools
If you want to analyze how users behave on your website, then you've got to use visual behavior tools.
Hotjar has awesome analytics features like registration form analysis, conversion funnel analysis, registration form analysis, surveys, and feedback polls. It is famous mainly as a visual behavior tool.
Hotjar’s can help you understand your website users by visually representing their clicks, taps, and scrolling behavior - which are the most reliable indicators of visitor motivation and desire.
- Click Heatmaps
- Move Heatmaps
- Scroll Heatmaps
- Download and Share Heatmaps
- Heatmaps split by device type
I love that Hotjar offers a FREE personal plan so you can test and see if you like it. Their paid plans start at $29 per month.
Crazyegg helps you understand the correlation between your website design and conversions through heatmaps. It lets you see exactly what people are doing on your website.
Crazyegg shows you where visitors are clicking, the scroll down rate, and where they stop. You can use this behavior data to optimize your site and reach your marketing goals.
Key benefits include:
- Add an extra layer of insights to your Google Analytics data.
- Drill down to how your email and ad campaign visitors are behaving on-site.
- Make sure your CTAs are seen.
- Place content in the order of importance to your customers.
- Track what’s going on behind pop up forms or login screens.
- Set a website or page redesign project up for success.
Crazyegg plans start at $24 per month. All plans are FREE for the first 30 days.
Mouseflow is a live visual behavior analytics tool that allows you to record heatmaps showing where visitors click, scroll, and pay attention.
- mouse movements
- form fills
Mouseflow has a FREE FOREVER plan to get you started. Paid plans start at $29 per month.
A/B Testing Tools
A/B testing tools generate multiple variations to conduct tests towards boosting conversions.
Optimizely tests many variations of any page or element on a website and measures their results. You can then use this data to decide which variation is the best for reaching your marketing goals.
The tests are in text or visual form. It is simple to change the design of your webpages without making any changes in your code.
Optimizely analytics offers integrations with tools like Google Analytics and Clicktale so you can track the results in different dashboards along with extra data segmentation.
Optimizely pricing depends on the number of impressions you are activating for your tests.
VWO or Visual Website Optimizer is a very similar tool to Optimizely. It allows you to create variations of your web pages, and gauge which of them works the best in getting users to sign-up, download, subscription, and many more.
Types of testing include:
- A/B Testing lets you change the headline, button, image, or any other element to create multiple variations of your website.
- Multivariate Testing combines all the changes you make and generate resulting designs automatically.
- Split URL Testing allows you to distribute traffic to two different URLs of the same landing page.
VWO A/B testing plans start at $59 a month.
AB tasty is an all-in-one conversion rate optimization platform (CRM) for web and mobile. It lets you act on insights like heatmaps and session recording without the need for a professional.
Use the drag and drop feature to modify the following:
- page color
Check out AD Tasty's pricing to get a custom quote.
The end! Those are the awesome marketing analytics tools you can use to improve your marketing performance today.
In choosing what tools to use, always consider the ones that will allow you to analyze, measure, maximize your performance, and meet your goals.
If you need more help with marketing analytics, I suggest reading the resources below or TALK TO US asap!
So what do you think about this list? Are you ready to analyze data to reach your goals?
We'd love to hear from you in the comments below...we'd be honored if you feel this content is worth sharing too.
Creating a solid marketing strategy is a must for effective marketing? Check out our Ultimate Guide to Marketing Strategy to learn more.
Header courtesy of Pexels.